In April 2024, 40 percent of Gen Z adults in the United States reported to search gift ideas, as well as hair and makeup content on TikTok, making those the most popular search categories among the selected audience. On Instagram, the fashion industry dominated, as 27 percent of consumers stated using the platform to search for fashion brands. Google was mostly used to search for hospitality and local services, as 66 percent of young internet users in the U.S. searched for restaurants and bars, and local services on the search engine.
Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024
Characteristic
TikTok
Instagram
Google
Gift ideas
40%
19%
28%
Hair and makeup
40%
25%
25%
Well-being and fitness
39%
20%
29%
Recipes and meal ideas
38%
19%
30%
Fashion brands
36%
27%
29%
Interior design
33%
21%
29%
Video games/gaming
33%
14%
36%
Parenting advice
27%
11%
35%
News and current affairs
22%
18%
43%
Sports latest news and updates
20%
17%
43%
Cars
18%
16%
46%
Financial services
17%
11%
54%
Electronics
16%
12%
60%
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eMarketer. (September 23, 2024). Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024 [Graph]. In Statista. Retrieved May 03, 2025, from https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/
eMarketer. "Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024." Chart. September 23, 2024. Statista. Accessed May 03, 2025. https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/
eMarketer. (2024). Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024. Statista. Statista Inc.. Accessed: May 03, 2025. https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/
eMarketer. "Most Searched Topics on Selected Online Platforms among Gen Z Internet Users in The United States in April 2024." Statista, Statista Inc., 23 Sep 2024, https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/
eMarketer, Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024 Statista, https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/ (last visited May 03, 2025)
Most searched topics on selected online platforms among Gen Z internet users in the United States in April 2024 [Graph], eMarketer, September 23, 2024. [Online]. Available: https://www.statista.com/statistics/1496774/us-gen-z-most-search-topics-on-selected-platforms/
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