It's no secret that people use search engines, navigational apps (like Google Maps), and social media platforms to find local businesses. Our Consumer Behavior Index (CBI) research found that 84% of consumers have sometimes or frequently discovered a new product, service, or business online.

That said, how people find information online and which platforms they use varies significantly by generation.

In this article, we're focusing on Generation Z (Gen Z). We'll explain how Gen Z prefers social media platforms like TikTok and Instagram to search and discover new local businesses and how you can enhance your local social strategy to gain this younger generation's business.