The report doesn’t weigh in on what might be driving this shift, but it certainly aligns with previous reports that Google is not the unshakable driving force of internet culture that it once was.

Google Is Still Important for Other Generations

What’s the takeaway from this?

For small businesses with ecommerce websites, not a lot has changed: Millennials and Gen Xers still have the most buying power, so Google remains key to keeping your bottom line up.

However, outlets and brands that are aimed at the emerging Gen Z might want to shift their strategy towards social media or other platforms that help directly influence younger shoppers in order to stay top-of-mind.

Interestingly, physical retailer locations are continuing their slow multi-generational decline: Every generation is less interested in using physical locations to determine where they shop than the previous one, including Gen Z.

Perhaps in the future, even more consumers will be shopping entirely from the comfort of their home.