A recent report shows that while Gen Z increasingly turns to social media platforms for information searches, Google remains the primary starting point for a significant portion of this age group.
The data published by Axios shows that 46% of internet users aged 18-24 begin their online queries on Google, compared to 58% of those aged 25-39.
This suggests a shift in search habits between Gen Z and millennials, who came of age during Google’s rise to dominance.
However, the numbers also indicate that the move away from traditional search engines may not be as dramatic as some have suggested.
Only 21% of Gen Z users start their searches on TikTok, while 5% begin on YouTube.
Despite the perceived competition from social media platforms, Google remains the leader in the search engine market.
MaryLeigh Bliss, chief content officer for YPulse, tells Axios:
“Google is still top overall for initial searches, followed by TikTok and YouTube.”
This reinforces the idea that traditional search engines remain at the core of information gathering while usage patterns change.
Google has taken steps to adapt to changing user preferences, expanding its AI-powered Search Generative Experience (SGE) tool and highlighting results from forum websites like Reddit.
The company reports that 18-—to 24-year-olds have given the highest satisfaction scores for its AI search results.
Despite these efforts, some users have expressed dissatisfaction with the quality of Google’s search results.
A recent study by researchers in Germany found that low-quality results are often well-optimized to appear high in Google’s search rankings, particularly for product searches.
Web usage habits are constantly shifting. Compared to older generations, Gen Z’s way of looking for information online will likely continue to evolve.
While social media is becoming a bigger part of how people search, traditional search engines like Google still dominate.
The tug-of-war between emerging and traditional platforms will shape how younger generations seek information on the web.
The data on Gen Z’s search habits have several implications for SEO and online marketing strategies:
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