Once a staple in internet culture, the term “Google,” or instead Googling, has become less synonymous with searching online, especially among Gen-Z.
Since its pop culture debut in 2002, when it was used humorously in “Buffy the Vampire Slayer,” “Googling” has evolved from a quirky reference to a widespread habit. However, recent trends indicate that today’s younger generation is moving away from traditional search engines in favor of social media platforms.
Shift in search preferences.
According to Bernstein Research, a notable shift has occurred in how younger audiences approach online searches. Analysts observed that 45 percent of Gen Z are now more inclined to use social media platforms like TikTok and Instagram for recommendations instead of relying on Google.
This marks a stark contrast to the habits of older generations, with only about 35 percent of millennials, 20 percent of Gen Xers, and less than 10 percent of Baby Boomers showing similar preferences.
The change is attributed to Gen-Z’s familiarity with a more developed internet landscape. For them, seeking information directly from social media feels natural and intuitive. Bernstein’s findings suggest that social media is now a primary tool for discovering new brands, products, and services. The percentage of Gen-Z using social media as a search engine increased from 40 percent in 2016 to nearly 52 percent in 2023, according to GWI Core data.
What it means for social media and e-commerce
Social media platforms have responded to this trend by enhancing their e-commerce capabilities. Instagram and TikTok have integrated shopping features and targeted advertising, generating $11 billion in US ad revenue from younger users in 2023.
With Gen-Z’s spending power projected to reach $12 trillion by 2023, platforms are capitalizing on their browsing and shopping habits. Additionally, the younger generation, Gen Alpha, is also showing a keen interest in online shopping, spending over two hours a week on such activities.
How is Google handling this?
Despite these shifts, Google is facing increasing competition from social media platforms. Senior Vice President Prabhakar Raghavan revealed that nearly 40 percent of young people now turn to TikTok or Instagram to find dining options rather than Google Maps or Search.
Compounding Google’s challenges, a recent antitrust lawsuit found the company to have monopolized the search market, leading to a $26 billion settlement to maintain its default status on devices and browsers.
In response to changing preferences, Google is investing in new technologies to better engage with younger users. Innovations include augmented reality glasses with “multi-search” capabilities, which allow users to search using both images and text, and an “Ask Photos” feature that leverages AI to provide information about the content in user photos.
As the digital landscape evolves, Google is working to adapt and meet the new expectations of its younger audience, recognizing the need for entirely new technological approaches to stay relevant.
