For many years, Google has held the reputation of being the primary search engine for people across all age groups. However, recent trends suggest that nearly 40% of Gen Zers have shown a preference for alternative platforms to discover information on various topics such as vacation planning, skincare product recommendations, and restaurant choices. This shift in behavior can be attributed to several factors unique to Gen Z, which differentiate their approach to information discovery from that of older generations.
on other platforms. That’s according to data shared by Google’s senior vice president Prabhakar Raghavan, who cited the company’s internal research at a Fortune magazine event last week that nearly half of young people use TikTok or Instagram instead of Google Maps or Google Search. According to TechCrunch, those surveyed ranged in age from 18 to 24.
So what has prompted the change in search habits? When asked why they don’t use Google as much, Gen Xers interviewed by NBC News had a simple answer: They love the visual platform.
“It’s one thing to read about what to do in this area or how this product works, but it’s another thing to see it,” Anne-Christine Fignol, 21, said. The Florida resident said he no longer uses Google for searches
Improvements to TikTok’s search tools — such as a predictive text feature that suggests common searches as users type — have also limited the need for many to go off-platform.
“Me and my friends, we’re all about the same age… we’re visual learners and with TikTok, it’s quick and easy to watch videos of things I want to learn more about,” Talia Magee, 24, said.
As Chelsea, a Las Vegas-based content creator, put it: “TikTok is my Google.”
“How I search for product recommendations, how to do things, where to go, even apartment tours!” He wrote on Twitter “TikTok is slowly changing to Google especially with their updates coming soon.”
A Google spokesperson instructed NBC News in a blog post, “Our Approach to Competition in the United States.”
“We face strong competition from a variety of sources, including general and specialized search engines, as well as dedicated apps,” the post read.
“Our goal with Search is to provide people with the most relevant and useful information available,” according to the post. “People have more ways to search for information than ever before – and increasingly it’s happening outside of just the context of a search engine.”
According to Raghavan, Google is testing some new features. The company recently announced a more immersive type of map.
“As we all learn over and over again, new Internet users don’t have the expectations and mindsets we’ve become accustomed to,” he said at a Fortune event last week.
According to Raghavan, young people bring a unique perspective to the table because they don’t come with preconceived expectations. As a result, the questions they ask are entirely different from those asked by older generations or individuals with more established beliefs and experiences. This openness to new ideas and willingness to challenge the status quo allows young people to approach problems and situations with fresh eyes and innovative thinking.
Raghavan’s statement highlights the importance of diversity in perspectives and the value of including young voices in discussions and decision-making processes. Their ability to ask different questions can lead to novel solutions, drive creativity, and foster a culture of continuous learning and growth.
Additionally, young people’s unique questions and perspectives challenge older generations to reevaluate their assumptions and adapt to an ever-changing world. By embracing this diversity of thought, organizations and societies can become more inclusive, innovative, and adaptable.
“The journey begins in a different form than before, in a visually rich form,” he said.
If Google doesn’t evolve, some believe TikTok will eventually overtake it as the top search tool.
“In my generation, I don’t want to say Google is going to die completely… maybe use it for a school project or something,” Magee said. But “people don’t have time to sit and watch the news or watch the newsfeed. TikTok is the fastest way to get information.””Google gave birth to organizations,” wrote one Twitter user. “TikTok gave birth to individuals. People want to hear from people — and there’s no better place for that than TikTok.”