Irish search is changing and younger audiences are driving it
Irish search behaviour is changing, with younger audiences driving the shift. We explored this trend previously when discussing TikTok’s growing role as a search platform, which highlighted how younger users increasingly turn to video‑based discovery.
Search has long been one of the most reliable digital marketing channels, especially when it comes to decision-making moments. In most cases, people turned to Google. While that behaviour still dominates, it is no longer the only starting point for discovery.
Across Ireland, younger audiences are finding information in new ways. Social platforms and AI tools are becoming increasingly influential in the space. For brands trying to stay visible, this shift is significant.
The Shift Toward Social and AI Discovery:
Younger demographics are no longer beginning every search on a traditional engine. Platforms such as YouTube at 58%, Instagram at 54%, and TikTok at 42% are heavily used by Irish 18- to 24-year-olds for news and search related behaviour. These figures sit close to traditional search usage in the same age group, which stands between 37% and 39%. Instead of typing a question into Google, many users now scroll through videos, explore comments, or search hashtags to get answers. Globally, Gen Z already shows a preference for TikTok and Instagram over Google for certain searches, with figures between 62% and 67% compared to 61%.
Generative AI is accelerating these changes. Instead of browsing multiple websites, users increasingly expect quick and direct summarised answers. AI models now deliver these instant responses, reducing the need to click through traditional search results and reshaping how discovery works at a fundamental level.
What This Means for Irish Brands:
For Irish brands, this evolution means long standing strategies must adapt. Discovery is more fragmented, opinions form earlier on social platforms, and AI tools can answer questions without sending users to a brand’s website.
To remain visible, brands need clear and structured content that appears across traditional search engines, social platforms, and AI systems. Redirecting part of the budget toward social discovery or refining SEO will align your brand to the behaviour of younger demographics.
Search Is Not Dying. It Is Expanding:
Search remains central to digital strategy in Ireland, but its role is evolving as behaviour spreads across different platforms and technologies. Younger Irish users might begin their search on Google, on TikTok, or through an AI interface. The key for brands is to appear where people begin looking, not only where they finish.
Sources:
https://digiday.com/marketing/the-rundown-why-changing-search-habits-matter-for-advertisers/
https://www.onecore.ie/intel/digitaldigest114
https://fujomedia.eu/news/irelands-young-people-scattered-across-platforms/
https://www.forbes.com/sites/johnkoetsier/2024/03/11/genz-dumping-google-for-tiktok-instagram-as-social-search-wins/
