Once a ubiquitous term in internet culture, “Googling” has become less synonymous with online searches, especially among Gen-Z. Since its pop culture debut in 2002, when humorously used in “Buffy the Vampire Slayer,” “Googling” evolved from a quirky reference to a widespread habit. However, recent trends reveal a dramatic shift in the way today’s younger generation approaches online searches.
According to Bernstein Research, a significant portion of Gen-Z, approximately 45%, now favor social media platforms like TikTok and Instagram for recommendations, over relying on Google. This preference stands in stark contrast to older generations, with only around 35% of millennials, 20% of Gen X, and less than 10% of Baby Boomers exhibiting similar tendencies. This shift is attributed to Gen-Z’s familiarity with a more developed internet landscape, where seeking information directly from social media feels natural and intuitive.
Bernstein’s findings indicate that social media has become a primary tool for Gen-Z to discover new brands, products, and services. Data from GWI Core reveals a substantial increase in Gen-Z using social media as a search engine, from 40% in 2016 to nearly 52% in 2023.
Social media platforms have responded to this trend by bolstering their e-commerce capabilities. Instagram and TikTok have integrated shopping features and targeted advertising, generating a substantial $11 billion in US ad revenue from younger users in 2023. With Gen-Z’s projected spending power reaching $12 trillion by 2023, platforms are capitalizing on their browsing and shopping habits. Additionally, Gen Alpha, the youngest generation, also exhibits a keen interest in online shopping, dedicating over two hours a week to such activities.
Despite these shifts, Google faces mounting competition from social media platforms. Senior Vice President Prabhakar Raghavan acknowledged that nearly 40% of young people now rely on TikTok or Instagram to discover dining options rather than using 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 these evolving preferences, Google is investing in new technologies to better engage with younger users. Innovations include augmented reality glasses with “multi-search” capabilities, allowing users to search using both images and text, and an “Ask Photos” feature that utilizes AI to provide information about the content in user photos. As the digital landscape evolves, Google is adapting and meeting the new expectations of its younger audience, recognizing the need for entirely new technological approaches to remain relevant.
