Reddit has published new research into Gen Z's search behaviours, investigating how Gen Z is driving a shift towards curated recommendations and personalised shopping experiences.

Debuted at Cannes, the study explores how Gen Z is leading the shift towards curated recommendations and personalised shopping experiences. It also investigates the role of crowd-sourced advice from community-verified information in the way people discover, share, engage with, and take action on content.

The research was conducted in partnership with global consumer research platform GWI, and AmbassCo. It suggests that the future of online search is undergoing a significant shift, driven by the changing behaviours and expectations of Gen Z consumers. Reddit, filled with crowd-sourced advice and community-verified information, plays an increasingly important role in the way people discover, share, and consume trusted content.

In addition to this, Reddit has updated its Conversation Ads to tap into relevant discussions happening on the platform. The research indicates that Gen Z trusts advice and information from real people over institutions or celebrities. Reddit is identified as a core pillar in the Gen Z path to purchase. Reddit's Conversation Ads have been updated to tap into relevant discussions happening on the platform, indicating a strategic move to capitalise on this trend.

The research examines the role of crowd-sourced advice from community-verified information in the way people discover, share, engage with, and act on content. It also reveals that Gen Z places more trust in advice and information from real people over institutions or celebrities. This finding positions Reddit as a key player in the Gen Z path to purchase, offering a platform where users can access crowd-sourced advice and community-verified information.

This shift in online search behaviour, driven by Gen Z's changing expectations and behaviours, suggests a significant evolution in the way consumers interact with and trust online content.