"What's Trending in 2024? Search and Social Media Trends in the U.S., Europe, and ASEAN (age,gender, and platform breakdown)

Mariza Lendez

Editor

Chikicha Quality Lifestyle is a Choice

43
views

A data-driven deep dive into the most searched topics across the U.S., Europe, and ASEAN in 2024--broken down by age, gender, and platform (Google vs. TikTok). Discover how Gen Z, Millennials', and older generations search differently, plus key political, tech, and entertainment trends shaping each region.

Data-Driven Exploration of 2024’s Search Trends Across the U.S., Europe, and ASEAN

The Shifting Landscape of Digital Search Behavior

In 2024, the way people search for information online continues to evolve, shaped by generational preferences, cultural influences, and platform dominance. A deep dive into search trends across the United States, Europe, and ASEAN reveals striking differences in how age and gender influence digital behavior. While younger generations, particularly Gen Z, gravitate toward short-form video platforms like TikTok for quick, visual answers, older demographics still rely on traditional search engines like Google for in-depth information on finance, health, and politics. These distinctions highlight a broader digital divide, where platform preferences dictate not only how people consume content but also what topics they prioritize.

Additionally, regional variations play a crucial role in shaping search habits. In the U.S., economic concerns such as student loans and mortgage rates dominate, while Europe’s searches reflect geopolitical tensions and energy crises. Meanwhile, ASEAN’s digital landscape is heavily influenced by entertainment, mobile commerce, and regional job markets. By analyzing these trends through the lenses of age, gender, and platform usage, we gain valuable insights into the priorities and behaviors of different demographics—insights that are essential for marketers, policymakers, and tech developers navigating an increasingly fragmented digital world.

Demographics: Age and Gender Differences in Search Trends

United States: Generational Divides in Economic and Cultural Queries

In the U.S., search behavior varies dramatically by age. Gen Z (12-24) dominates searches related to TikTok trends, AI chatbots, and affordable student loans, reflecting their digital-native status and financial pressures.

Gender differences are also pronounced: young women frequently search for K-pop and skincare hacks, while men prioritize gaming (e.g., Helldivers 2) and cryptocurrency (Pew Research, 2024). Millennials (25-40) focus on practical concerns, with top searches including “mortgage rates 2024” and “Ozempic for weight loss.” Women in this demographic often look for parenting tips, whereas men explore tech gadgets and investment opportunities.

Meanwhile, Gen X (41-56) is preoccupied with retirement plans and political polls (Trump vs. Biden), with women searching for menopause solutionsand men tracking stock market trends. Boomers (57+) show a more even gender split, prioritizing Medicare updates and learning to use ChatGPT (Morning Consult, 2024).

Europe: Geopolitical and Economic Pressures Shape Searches

European search trends reflect ongoing socio-political tensions. Gen Z is highly engaged with Euro 2024 tickets and Germany’s proposed Telegram ban, with women leaning toward sustainable fashion and men fixated on soccer transfers. Millennials are more concerned with rising energy bills and remote work visas, though gender differences emerge—women research fertility treatments, while men explore crypto regulations (Eurostat, 2024).

Gen X’s searches revolve around the Ukraine war’s economic impact and anti-immigration protests, with women prioritizing mental health resources and men comparing electric vs. fuel car prices. Boomers remain politically engaged, searching for pension cuts and climate change protests, with healthcare remaining a universal concern (YouGov, 2024).

ASEAN: Mobile-First Culture and Regional Job Markets

ASEAN’s digital behavior is driven by mobile internet usage and entertainment. Gen Zoverwhelmingly searches for K-pop concerts and TikTok viral dances, with women engaging in K-drama memes and men in mobile gaming (Free Fire). Millennialsfocus on work visas (Singapore, Thailand’s digital nomad scene), though women also seek affordable beauty treatments, while men explore Bitcoin mining (GWI ASEAN, 2024). For Gen X, property prices in Malaysia and factory jobs in Vietnam are key concerns, with women researching family loans and men following political scandals. Boomers show balanced interest in traditional herbal medicine and the South China Sea conflict, reflecting cultural and geopolitical influences (Meltwater, 2024).

Social Media vs. Google: A Platform Divide

TikTok’s Dominance Among Gen Z

TikTok has become the primary search engine for Gen Z, particularly in ASEAN, where 90% of users under 35 rely on it for trends like TikTok Shop hauls and street food videos. In the U.S., AI memes and celebrity gossip (Taylor Swift-Travis Kelce updates) dominate, while in Europe, Euro 2024 challenges and migrant life discussions trend heavily. Notably, 75% of U.S. Gen Z users engage with TikTok daily, preferring hashtag-based searches like #TravelHacks over traditional queries (Morning Consult, 2024).

Google’s Stronghold Among Older Users

In contrast, Millennials and Gen X still favor Google for detailed, text-based searches. In the U.S., top queries include “tax filing 2024” and “NASA asteroid news.” Europeans frequently search for EU travel visa rules and Ukraine war maps, while ASEAN users look up Japan visa applications and Singapore PR rules. This reflects a broader trend: older users trust Google for authoritative, long-form content, whereas Gen Z opts for TikTok’s instant, visual answers (YouGov, 2024).

Emerging Insights: Platform Preferences and Generational Shifts

The data reveals a clear generational split in search behavior: Gen Z → TikTok-first, using hashtags and video for quick answers. Millennials → Split between Google (practical needs) and Instagram (lifestyle inspiration). Gen X & Boomers → Rely on Google, Facebook, and YouTube for news and in-depth research.

Regional differences further complicate the landscape. While ASEAN’s youth are the most TikTok-reliant, European and U.S. Millennials balance search engines with social media. Meanwhile, economic and political instability in Europe drives more policy-related searches, whereas ASEAN’s mobile-centric culture keeps entertainment at the forefront.

Conclusion: The Future of Search is Fragmented

The 2024 search trend data underscores a critical shift: platform loyalty is now generational. As TikTok reshapes how Gen Z discovers information, traditional search engines must adapt to retain relevance among younger users. Meanwhile, economic anxieties, political tensions, and cultural trends dictate regional search priorities, demonstrating that digital behavior is as much about societal context as it is about age or gender.

For businesses and policymakers, these insights are invaluable. Marketing strategies must be platform-specific, with TikTok campaigns for Gen Z and Google SEO for older demographics. Similarly, public information campaigns should consider whether their audience prefers short videos or detailed articles. As search behavior continues to fragment, understanding these nuances will be key to staying ahead in an ever-evolving digital world.

------ copyright statement -----

This article, “ What's Trending in 2024? Search and Social Media Trends in the U.S., Europe, and ASEAN (age,gender, and platform breakdown" is an original work by Mariza, a Doctor in Business Administration (Candidate). It is protected by copyright and may not be copied, distributed, or reused without permission, except for brief quotes with proper credit.

Disclaimer:
This guide is for informational purposes only. It does not promote or sell any investment. The insights are based on independent research, enhanced by AI tools to gather verified data from trusted sources like the IMF, World Bank, ASEAN reports, and official Philippine government publications, and other reliable data resources .

citation: Lendez, Mariza [2025]. "What's Trending in 2024? Search and Social Media Trends in the U.S., Europe, and ASEAN (age,gender, and platform breakdown"[URL] https://chikicha.com/hobbies-interests/type-anything

The content reflects the author's academic lens and ongoing dissertation titled “Designing a Purpose‑Driven Retirement Model Based on the IKIGAI Philosophy.”

References

1. Pew Research Center. (2024). U.S. Gen Z Search Trends Report.

2. Morning Consult. (2024). Social Media vs. Traditional Search: A Generational Breakdown.

3. Eurostat. (2024). European Digital Behavior Analysis.

4.YouGov. (2024). UK and EU Search Trends by Demographics.

5.GWI ASEAN. (2024). Mobile and Social Media Usage in Southeast Asia.

6.Meltwater. (2024). ASEAN Digital Trends Report.

thanks for the photos #geralt & lobostudioHamburg @pixabay

#SearchTrends2024 #USTrends2024 #EuropeTrends2024 #ASEANTrends2024 #GenZVs.Millenails #GoogleVs.TikTok #DemographicTrends #ViralTopics2024 #AISearches #SocialMediaTrends

Mariza Lendez

The author is a purpose-driven researcher and advocate for dignified aging. Drawing from peer-reviewed studies, national data, and lived experiences, she offers an unfiltered lens into the realities of retiring in developing countries. Her dissertation, “Designing a Purpose-Driven Retirement Model Based on the IKIGAI Philosophy,” informs her mission: to serve as the eyes and ears of anxious retirees seeking not just a place—but a meaningful way—to live the last phase of life.