Navigating Age Driven Search Behavior within the Home Improvement Industry

Consumer search behavior plays a pivotal role in shaping marketing strategies. The way different age groups use search engines and online platforms can significantly impact a business’s ability to connect with its target audience.

To gain deeper insights into these behaviors, we conducted proprietary research that delved into consumer search habits across various industries.

When we focused on the home improvement sector, Google emerged as the top choice for both older and younger demographics. However, beneath this dominance, we uncovered key distinctions in search behavior. Older consumers demonstrated a stronger preference for Amazon, while younger consumers favored Target.

Data is a part of a broader sample.

Key findings from our research:

  • Google dominates as a favored search choice among both age groups, but those 35+ show a 175% stronger preference for Google compared to the younger demographic. This highlights a significant age-related preference for Google.


  • Amazon presents themselves as a strong contender, being the top choice among those 18-34 and being almost 2x more popular with those 35+. This presents an opportunity for Amazon in the home improvement search market.


  • Social media platforms like Twitter, Instagram, Snapchat, and TikTok exhibited low popularity across all age groups (ranging from 1%-7%). When it came to those aged 35+ they saw an even lower preference for these platforms. This indicates that social media platforms are not the primary choice for search in this category, and older consumers are less active in search activities on these platforms.


  • Retail giants such as Walmart and Target ranked among the top three preferences for both age groups, especially those 35+. The older demographic favored Walmart 123% and Target 56% more compared to their younger counterparts which poses a risk to both retailers since they are not appealing to the younger demographic as hard.


To succeed in the digital search landscape, businesses must adopt a multifaceted approach that recognizes Google’s dominance, Amazon’s strength, and the relatively minor role of social media in search when it comes to this category. It’s important to understand how age impacts search behavior so brands can customize their strategies for diverse audiences.


This data serves as a guide for marketers/brands navigating the ever-evolving landscape of digital search.