Google still dominates Gen Z's search habits despite the growing use of social media; this study shows.
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- Google continues to be the leading starting point for internet search, even among Generation Z.
- Social media platforms like TikTok are gaining popularity, but remain far behind Google.
- Search habits are evolving, creating challenges and opportunities for tech giants
A recent report shows that while Gen Z is increasingly turning to social media platforms to search for information, Google remains the primary starting point for a significant portion of this age group.
Data released by Axios shows that 46% of internet users aged 18-24 start their online queries on Google, compared to 58% of those aged 25-39.
This suggests a shift in search habits between Generation Z and millennials who came of age during Google's rise.
However, the figures also suggest that the shift away from traditional search engines may not be as dramatic as some suggest.
Only 21% of Gen Z users start their search on TikTok, and 5% on YouTube.
The current landscape of internet searches
Despite perceived competition from social media platforms, Google remains the leader in the search engine market.
MaryLee Bliss, YPulse's chief content officer, tells Axios:
"Google is still number one in initial searches, followed by TikTok and YouTube."
This reinforces the idea that traditional search engines remain the mainstay of information gathering as usage patterns change.
Challenges and adaptation
Google has taken steps to adapt to changing user preferences by expanding its Search Generative Experience (SGE) tool, powered by artificial intelligence, and highlighting results from forum websites such as Reddit.
The company reported that people aged 18 to 24 gave the highest satisfaction rating to AI-powered 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-optimised to appear high in Google's rankings, especially for product searches.
In perspective
Internet usage habits are constantly changing. Compared to older generations, the way Generation Z searches for information online is likely to continue to evolve.
Although social media is becoming a bigger part of the way people search, traditional search engines like Google still dominate.
The struggle between emerging and traditional platforms will define the way younger generations search for information online.
FREQUENTLY ASKED QUESTIONS
In the context of SEO and online marketing, what are the implications of changes in Gen Z search habits?
Data on Generation Z's search habits has several implications for SEO and online marketing strategies:
- Marketers should consider diversifying their SEO tactics. They should not rely solely on traditional search engines, but also consider optimizing for vertical video platforms.
- Understanding that younger audiences may begin their search for products or information on platforms like TikTok means marketers may need to develop unique strategies to reach them.
- To maintain your online visibility, consider monitoring and adapting to Gen Z preferences, as their satisfaction levels may guide future algorithm adjustments.
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