Search remains the heavyweight champion for financial information 48% of people still start with Google when they need to learn something about money. But there’s a generational shift happening that’s worth paying attention to, especially as social platforms become legitimate financial education hubs.

The breakdown makes total sense. People over 60 stick with Google and traditional financial websites they want authoritative, comprehensive information from trusted sources. Middle-aged folks use multiple channels but still lean heavily on search. But younger demographics? They’re increasingly turning to TikTok, Instagram, and YouTube for financial education. These aren’t just entertainment platforms anymore; they’re where complex financial concepts get translated into accessible, engaging content.

Here’s what’s interesting: 63% of people actively seek financial information, but 16% don’t look for any financial information at all. That second group is interesting, people making major financial decisions without adequate information, this is possibly because traditional financial education doesn’t meet them where they are.

The strategic opportunity is building content that works across channels. Educational material that ranks well in Google search results but also translates effectively to social media formats. Think trusted financial advisors explaining complex concepts in short, engaging videos, or interactive tools that help people understand loan terms or investment basics.

We also can’t ignore the rise of AI-powered tools like ChatGPT and Perplexity. People are starting to use these for financial questions, which means optimizing content for both traditional search and AI-driven information systems. The institutions that figure out this multi-channel approach early will have a significant advantage in building trust with younger consumers.

Download the full report to learn what it takes to build trust, reduce churn, and create meaningful experiences across every generation.