In the early 21st century, Google successfully spearheaded a significant cultural transformation by changing the way people access information. The inclusion of the verb "Google" in the Merriam-Webster Dictionary marked the brand's achievement in becoming part of everyday language and influencing how people search for information. Since then, "googling" has become synonymous with online searching.
However, Google, the search engine giant that has long dominated the digital world, now faces serious challenges from younger generations. A recent study reveals that Generation Z (born between 1997 and 2012) is increasingly turning away from Google for information searches.
Mark Shmulik, an analyst from Bernstein Research, referred to this phenomenon as a "goodbye to Google." According to Shmulik, the younger generation prefers searching for information through alternative platforms rather than "googling."
TikTok Takes Over
Using a survey conducted by Forbes Advisor and Talker Research of 2,000 American respondents in April 2024, Bernstein highlighted a significant shift in information-searching behavior, particularly among Generation Z.
The data showed that 45% of this age group prefers "social searching" on platforms like TikTok and Instagram, compared to traditional search engines like Google. This percentage is notably higher than among millennials (35%), Gen X (20%), and Boomers (less than 10%).
This trend indicates that as Generation Z grows older, they are increasingly relying on social media as their primary source for information about products, brands, and daily activities.
Data from GWI Core supports this finding, showing a significant rise in the use of social media as a primary search tool among Generation Z, from 40% in 2016 to 52% in 2023.
Google Outdated
An internal Google study, presented by Prabhakar Raghavan, Google's Senior Vice President, at the 2022 Fortune's Brainstorm Tech conference, revealed that nearly 40% of young users prefer to search for restaurant recommendations through platforms like TikTok and Instagram rather than Google Maps or Search.
Young generations, especially Gen Z, have a preference for visual content, which is pushing Google to adapt. Raghavan noted that Gen Z’s searches often start with images, not keywords.
To meet this demand, Google is developing technologies such as augmented reality glasses and features like "multi-search" and "Ask Photos," powered by AI Gemini. These innovations aim to create a more intuitive and personalized search ecosystem, aligning with the visual trends favored by younger generations.
