Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Search Engine Optimization

Does generation affect your search tactics? This study points to yes

By Melanie Moore

Does generation affect your search tactics? This study points to yes Blog Feature

Your age can greatly influence things like your taste in movies, music, and food, but did you know it can also affect how you search on the internet? 

I, myself, am a Millennial and I know I don’t surf the internet the same way my mom, a Baby Boomer does. 

But, why is this important to businesses? 

If you familiarize yourself with the search intent of your audience you can be more prepared to produce quality content to make sure you are speaking to what is important to them. 

Fractl took the first step toward this by focusing on age demographics and how each generation searches. 

They surveyed more than 950 respondents via Amazon’s Mechanical Turk survey. The questions focused on five common search scenarios:

  1. Newly engaged and searching for wedding information
  2. Hungry and searching for somewhere to eat
  3. Purchasing a new camera and researching reviews and brands
  4. Making a homemade puzzle as a gift
  5. Booking an affordable flight for an upcoming vacation

The survey split up the respondents by generation Gen Z (defined as born 1998 to 2017), Millennials (1981-1997), Gen X (1965-1980), and Baby Boomers (1946-1964).

So, what does your generation say about the way you search? Let’s dive into the results. 

Length of search queries 

Surprisingly, Gen Z, the youngest generation, used more words in their search criteria than the rest of the generations, averaging between five and six words. 

The overall average was 4.2 words, with the other three generations all falling right around four. 

One could speculate that this may be due to the fact that, as users become more comfortable with search engines, they searching much more specific requests and including more detail in their search, resulting in lengthier queries. 

See the full chart below and check out this article for more ways to market to Gen Z.

Length of Searches

Word choice in searches

Another focus of the survey was the types of words and content each generation was searching for. 

Were they looking for the “best” of something? Or the “cheapest”? Or maybe they were focused on “how to” or “guide” searches.

The results showed that the younger generations, Gen Z and Millennials, search more for the “best” places. This makes sense given that these generations have grown up with access to online ratings and reviews. 

Only 30% of Baby Boomers used the word “best” compared to 56% of Gen Z.

Only 8.8% of Baby Boomers used a year in their search (like, “Top cameras 2020”), but each younger  generation consecutively did so more frequently, ending with Gen Z the highest at 24.2%.

This seems to directly correlate to the speculation on Gen Z searching for much more specific criteria as well as the desire to read the most current information. 

Gen Z also had a high percentage [63%] of searches looking for “how to.” This could mean that this younger generation will be looking for more and more online tutorials and guides.

This could be a helpful tidbit of information if your business is able to provide some of these content pieces on your site to target this younger generation. 

Baby Boomers, too, tended toward  “how to” searches, proving this type of content has general appeal across the generations. 

How Generations Search

Build your strategy

Now that you have some insight into how different generations are searching and what they are searching for, you can use that knowledge to ramp up your content and marketing efforts. 

Just how important is “2020” in your content? It depends on who your ideal customer is.

If you are targeting the younger generations, use terms like “best” throughout your content and use year benchmarks if applicable. 

If the age of your target audience is broad you should focus on “how to,” as it is popular amongst all generations. 

No matter who your target audience is today, you can use this data to prepare your website content for the present and beyond.

Want even more data? Check out the full report here.

Topics:

Search Engine Optimization
Marketing Statistics
Content Strategy
Published on February 29, 2020

Recent Articles

Google shares new tools to audit website user experience

By Paul D. Grant on August 12, 2021
3 min read

Google: Website content quality more important than quantity

By Paul D. Grant on August 10, 2021
3 min read

How long-tail keyword research can drive business

By Kevin Church on August 9, 2021
6 min read

ICYMI: Digital marketing news update for July 26, 2021

By Liz Moorehead on July 26, 2021
6 min read

How to optimize videos on your business website for search

By Liz Moorehead on July 23, 2021
4 min read

ICYMI: Digital marketing news update for July 19, 2021

By Liz Moorehead on July 19, 2021
6 min read

What the heck is going on with all the Google updates? (Content Lab, Ep. 54)

By Liz Moorehead on July 15, 2021
1 min read

ICYMI: Digital marketing news update for July 12, 2021

By Liz Moorehead on July 12, 2021
5 min read

Too many internal links in content can confuse Google about site structure

By Liz Moorehead on July 9, 2021
5 min read

Google July 2021 core update rolling out over next 2 weeks

By Liz Moorehead on July 2, 2021
4 min read

Inbound marketing help: My traffic and leads are down — what am I doing wrong?

By John Becker on June 28, 2021
5 min read

Finally, Google page experience core update is rolling out

By Liz Moorehead on June 18, 2021
3 min read

What is a featured snippet? [Definition + Examples]

By Kevin Church on June 10, 2021
4 min read

ICYMI: Digital marketing news update for June 7, 2021

By Liz Moorehead on June 7, 2021
6 min read

Google June 2021 core update live, July core update coming

By Liz Moorehead on June 4, 2021
3 min read

ICYMI: Digital marketing news update for May 24, 2021

By Liz Moorehead on May 24, 2021
6 min read

Google's June page experience core update will be mobile first, then desktop

By Liz Moorehead on May 21, 2021
3 min read

ICYMI: Digital marketing news update for May 17, 2021

By Liz Moorehead on May 17, 2021
5 min read

ICYMI: Digital marketing news update for May 10, 2021

By Liz Moorehead on May 10, 2021
6 min read

Google confirms demise of Q&A search feature, Question Hub lives on

By Liz Moorehead on April 26, 2021
1 min read

Big Google algorithm update moved to June with new performance report

By Liz Moorehead on April 21, 2021
4 min read

No, changing page publish dates won't increase Google search rankings

By Liz Moorehead on April 10, 2021
4 min read

Google: 'zero-click search' claims and data 'misleading'

By Liz Moorehead on April 5, 2021
6 min read

31 SEO statistics for 2021 and what they tell us (+ VIDEO)

By Jen Barrell on April 1, 2021
11 min read

3 quick SEO fixes that will increase your website rankings right away

By Hannah Woods on March 30, 2021
5 min read