The Great Exodus: Just one in four Gen Zs start their search on Google

Uyen Duong

12th Jun 2026

Only 26 per cent of Gen Z Australians begin product research on Google, compared with 40 per cent of the broader population, according to research from Oysterly Media. The findings point to a shift towards social media platforms and AI tools as starting points for product discovery.

The survey was conducted with Oaktree Insights and Consulting among 1200 Australians in the first quarter. It found that 74 per cent of Gen Z respondents start researching products on social media platforms or AI tools rather than through search engines.

Social media now accounts for 29 per cent of product discovery among Australians, exceeding the share attributed to brand websites. Among Gen Z respondents, 42 per cent said they rely on brand social media channels when making purchase decisions, while 11 per cent said they begin with a company website.

Data from Kantar’s Beyond the Search Bar report also points to the growing role of short-form video in product discovery. The shift is not limited to younger consumers. Oysterly Media found that around 30 per cent of Gen X Australians discover products while using social media.

Melissa Laurie, founder and CEO of Oysterly Media, said the data point to a gap between where consumers seek information and where businesses continue to invest marketing spend.

“Brands that are not building for that audience in social are leaving real money on the table,” she said. “Australian marketers are still allocating significant budget to search channels their customers have already moved away from.”

A separate Oysterly Media study found that more than 80 per cent of Australians verify information before making a purchase, amid concerns about fake reviews, sponsored content and AI-generated material.

Kantar data also indicate that consumers report faster purchase decisions and greater confidence after encountering products on social platforms.

The trend is also reflected in advertising spending forecasts. Google’s share of search advertising expenditure in the US is forecast to fall below 50 per cent this year, compared with 67.1 per cent a decade ago. Spending on non-Google search advertising is projected to exceed US$100 billion by 2028, according to EMarketer.

“Australians are changing where they search, and what they trust,” Laurie said. “Brands that understand that shift and build content that earns attention rather than buying it, are the ones that will come out ahead.”