Search Engines Lead the Way

In a hyperconnected world overflowing with choices, how do today’s consumers decide what to buy? For Gen Z and Millennials, trust begins with a search engine. According to Comm&Sense’s generational research, “Common Ground: Pinoy Voices in New Media,” Filipinos aged 16 to 58 lean heavily on general search engines like Google to verify product quality, rather than relying solely on reviews from shopping apps. This insight has profound implications for brands vying for attention in a competitive marketplace.

The Data Speaks
The study, which surveyed 800 Filipinos, found that both Gen Z (16-26 years old) and older generations rely heavily on general search engines in their purchase decisions. Gen Z rated search engines with a mean importance of 2.58, while Millennials and Gen X (27-58 years old) rated them slightly higher at 2.68. In contrast, reviews from previous buyers within shopping apps scored lower, with Gen Z at 3.19 and Non-Gen Zs at 3.18, highlighting the stronger cross-generational reliance on search engines like Google.

The Takeaway
Consumers no longer take reviews at face value, even from shopping platforms. Instead, they turn to search engines for a deeper, more diverse pool of information. Why? Search engines provide access to expert reviews, unfiltered user feedback, and competitive product comparisons—all essential for informed decision-making.

What This Means for Brands

1. SEO is King: If search engines are where trust begins, brands need to prioritize SEO strategies to ensure their products and services appear at the top of search results. This isn’t just about keywords—it’s about creating valuable, engaging content that resonates with search algorithms and consumer intent.
2. Transparency Wins: Build trust by encouraging detailed, honest reviews across platforms. Consumers can spot overly positive or fabricated reviews, so authenticity is non-negotiable.
3. Diversify Review Strategies: While shopping app reviews are important, they are not enough. Brands must actively cultivate their presence on forums, blogs, and other content hubs that show up in search engine results.
4. Leverage Paid Search Ads: For immediate visibility, invest in Google Ads and other search engine ad tools. Being discoverable at the right moment can drive conversions.

Final Thoughts
In an age where consumers demand trust and transparency, search engines are the gatekeepers of credibility. For Gen Z, Millennials, and Gen X alike, the journey to purchase starts with a query, making discoverability essential. After all, in a sea of options, being visible is the first step to being chosen.