The Merriam-Webster dictionary defines the verb google: “to use the Google search engine to obtain information about (someone or something) on the World Wide Web.” Larry Page, the co-founder of Google, first used the verb while it was still part of google.stanford.edu. He wrote “Have fun and keep googling!” as his sign-off in an email. In 2001, in the final season of Buffy the Vampire Slayer, Willow asks Buffy, “Have you googled her yet?” By 2006 it was already in dictionaries.
There are many nouns that originally started as products-Band-Aid, Kleenex, or Scotch Tape are a few. It happens far more seldom that a product manages to become a verb. Brands like Hoover or FedEx have pulled it off, but no company perhaps as completely as Google. Gen-Z however, aren’t googling anymore.
According to Bernstein Research, Gen-Z prefers to “search” instead of “google”. The word use suggests a shift in how younger generations are using the internet. In fact, many Gen Z no longer use Google as a search platform, preferring to “social search” on TikTok or Instagram.
Forbes wrote in their study that Generation Z often turns to social media first to discover new brands. They will then sometimes use Google afterwards to broaden their search of a specific brand. Forbes also noted that Google still remains the leader in searching for restaurants. For gift ideas or hair products, Gen Z searches on TikTok more than Google.
A surprising amount (57%) of people use YouTube to search as much as Google. In general, the trend, especially in younger generations, is not to immediately google, but to search elsewhere first.
In a note from Bernstein analyst Mark Shmulik and colleagues wrote, “Younger audiences are “searching” not “Googling.” And they increasingly head to social media like TikTok for restaurant recommendations, directly to scaled aggregators like Amazon for retail, and Generative AI search like ChatGPT to get their homework done.”
45% of Gen Z use social media to search, compared to 35% of Millennials, or only 10% of Boomers. Unlike older generations, Gen Z grew up with the internet. Shmulik notes, “This world isn’t big and scary, it’s just home for Gen Z.”
Gen Z also prefers to go directly to the source. They open Amazon for shopping ideas or ChatGPT for school assistance. Spanning in ages from those born in 1997-2012, they are an increasingly important economic demographic.
An economic demographic growing with each passing year. Social media platforms have taken advantage of these trends, bringing in $11 billion in US ad revenue from minors alone in 2023. The generation after them, Generation Alpha, is only continuing the trend.
Google is trying hard to fill the gap. They are testing creative ways to reach younger generations and are applying new search engine strategies by focusing on images. It is hard to say if Google will manage to woo younger generations. They will need new ideas and new technology to compete with social media sites. Generation Z no longer needs the step of googling to shop online or to decide where to eat. Where many older generations google to find what they need, Gen Z searches elsewhere.