The report was based on a study of 956 consumers in the United States conducted via Amazon's Mechanical Turk survey platform. Participants were shown five search prompts and asked what they would type into a search engine.
The researchers then looked at how behavior differed among four generations: Gen Z (defined as born 1998 to 2017), Millennials (1981-1997), Gen X (1965-1980), and Baby Boomers (1946-1964).
The average length of searches conducted by Gen Z participants in the study was five words, compared with around four words for Millennial, Gen X, and Baby Boomer participants:
Gen Z is also significantly more likely to use the terms "best" and "how to" when conducting searches, compared with consumers of other generations:
About the research: The report was based on a study of 956 consumers in the United States conducted via Amazon's Mechanical Turk survey platform.
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