Gen Z use an average of five to six words in their search criteria

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2020, 2:49 AM UTC

Gen Z and Millennials search more for the “best” places.

This article cites a study conducted by Fractl which surveyed 950 respondents to understand how each generation searches. The study revealed that Gen Z use more words, five to six on average, while searching as compared to the other generations.

The overall average for Millennials, Gen X and Baby Boomers is 4.2 words. Gen Z and Millennials search more for the “best” places. 30% of Baby Boomers use the word “best” in comparison to 56% of Gen Z.

63% of searches conducted by Gen Z were about “How to”. This indicates that this generation is looking for more and more online tutorials and guides. However, 42% of searches by Baby Boomers were about “How to” as well, proving that this type of content has appeal across generations.

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