Bandung, IndonesiaSentinel.com — The term “Googling,” referring to searching the web using Google browser, is fading from use among younger generations. New research suggests that Generation Z, in particular, is moving away from using Google as their primary source of online information.
Generation Z, typically defined as those born between 1997 and 2012, is the first generation to have grown up with the internet as a constant presence in their lives. However, their internet habits are shifting. According to Mark Shmulik, an internet analyst at Bernstein Research, the younger generation is increasingly opting for alternative platforms to meet their search needs.
“We’re seeing younger audiences perform ‘searches’ rather than ‘Googling,'” Shmulik stated, as reported by Fortune on Thursday, September 12, 2024. “The decline in the use of ‘Google’ as a verb highlights a fundamental shift in how this generation interacts with the internet.”
Social Media as Main Source of Information
As Generation Z ages, they are increasingly relying on social media as their go-to search tool. “Gen Z has matured with a more developed internet, and it’s second nature for them to go directly to the source,” Shmulik said. Data from GWI Core supports this, revealing that in 2016, about 40% of Gen Z used social media as their primary search engine for brands, products, and services. By 2023, that figure had risen to nearly 52%.
Shmulik’s analysis shows that Gen Z now frequently turns to platforms like TikTok for recommendations on restaurants and hotels. Rather than relying on Google, they look to social media influencers and content creators for product advice, often using e-commerce platforms like Amazon. Additionally, for academic tasks, Gen Z tends to leverage generative AI tools like ChatGPT to complete assignments.
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A survey conducted by Forbes Advisor and Talker Research in April 2024, which involved 2,000 Americans, reinforces this trend. It found that 45% of Gen Z respondents are more likely to perform “social searches” using platforms like TikTok and Instagram, compared to using Google. In contrast, only about 35% of Millennials, 20% of Gen X, and less than 10% of Boomers said the same.
Social media giants like Instagram and TikTok are capitalizing on this generational shift, offering platforms designed for e-commerce and personalized advertising. In 2023 alone, advertising revenue from underage users in the U.S. reached a staggering $11 billion.
Google History Flashback
Google’s decline in popularity among Gen Z marks a significant shift, considering the platform’s dominant rise in the early 2000s. At its inception in 1998, Google was one of many search engines competing in the fledgling internet space, alongside Yahoo, AltaVista, and MSN Search.
By 2004, Google had firmly established itself as the go-to search engine, holding the largest market share and even becoming a cultural phenomenon. “Googling” became synonymous with internet searches, reinforcing its dominance for over two decades. However, its rise to the top was fueled by more than just superior technology. Strategic partnerships, including becoming the default search engine for Mozilla Firefox in 2004 and later for Apple’s Safari, helped solidify its place in daily internet use.
But today, Google faces new challenges as younger generations like Gen Z move away from traditional search engines, favoring social media platforms and AI-driven tools for gathering information. This shift could mark the beginning of a new era in online search, as companies like TikTok, Instagram, and AI services like ChatGPT begin to encroach on Google’s long-standing dominance.
(Raidi/Agung)
