Google has become ubiquitous in searching or browsing the internet, so much so that it has become a verb. However, Google is losing ground among Gen-Z, and surprisingly enough, not to a different browser or search engine. Their search engine/browser of choice? Social media apps and YouTube.
In a rather seismic shift in internet culture, Gen-Z is increasingly dumping traditional search engines like Google in favor of social media platforms as their go-to source for quick and relatable answers, as per a report by Axios.
This trend, highlighted by recent data from youth research firm YPulse, shows a significant departure from millennials’ search habits, likely posing a considerable challenge for Google. The tech behemoth has come to rely heavily on ad revenue tied to its search results, which is also its core business.
The Numbers Game
According to the survey by YPulse, 46 percent of the respondents they interviewed, aged 18–24, now start looking for information on Google. This is a notable decrease compared to the 58 percent of those aged 25–39.
Even more worrying for Google is that 21 percent of 18- to 24-year-olds prefer TikTok as their starting point, while 5 percent begin their searches on YouTube.
MaryLeigh Bliss, chief content officer for YPulse, believes that social media platforms’ role has been transformative. They have evolved from mere social hubs into veritable “information superhighways.”
Users prefer social media as a search tool because they want more authentic and, more importantly, diverse perspectives free from the influence of sponsored content prevalent in traditional search engine results. Users appreciate the abundance of information on social media from various sources, usually in digestible formats.
A Generation Defined: Generation Z is growing up to be true digital natives and has grown up in the era of social media. Most first-time internet users today must be aware of how prevalent Google was just a decade ago.
How Google plans to take on TikTok and YouTube shorts
Even Google is acutely aware of the situation and is contemplating a way out of it. Google is aware that users now have many choices when accessing information.
To stay relevant, Google relies heavily on AI to do the heavy lifting. They recently expanded their AI-powered results tool, Search Generative Experience, to enhance user satisfaction. Additionally, Google has introduced features such as highlighting results from forum websites and spotlighting the sources of information from profile pages.
Despite these efforts, users are still dissatisfied with Google’s search results, which are now filled with low-quality content. This is due to the AI-powered enshitification of the Internet and how, in general, AI is filling the world up with trash.
Are you worried about the times ahead for Google?
As AI-generated content increases on the internet, researchers warn of a blurring line between benign content and spam, which poses more challenges for tech companies in maintaining the integrity and reliability of online information sources.
As users increasingly seek authenticity and diversity in their online experiences, tech companies like Google must adapt and innovate to respond to these changing consumer preferences.
Google retains its top spot for initial searches, with TikTok and YouTube following closely behind. But will it stay at the top of the hill, or will a social media platform dethrone it? That remains to be seen.
