Search engines like Google allow users to search for just about anything they can imagine on the World Wide Web. It’s been that way since the company was founded in 1998 by two Stanford University students. Today, things have changed about where and how people search for information. Instead of using Google with its AI insights from across the web to answer searches, Gen Z is using apps like TikTok and Instagram to inform them of what to do, where to go, and what to eat.
In a study by Adobe Express, the company surveyed more than 800 people and 200 U.S. small business owners to find out how people use TikTok and AI-based engines to search online. The report found that about one in two consumers, or 49%, say they use TikTok as a search engine, and 25% of Gen Z say TikTok is actually an effective search alternative.
The age group was also more likely to use Reddit as a search engine, with 38% of Gen Z preferring the online discussion forum. However, a large majority of the group (89%) still use Google rather than other search engines or social networks.
Why some users prefer social networks as a search engine
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Search engines are a quick way to find details about an event or hours of local restaurants and stores. These are tools that help users make decisions about where to go, what to do, and how to get there. Social media does the same thing, but it also includes access to millions of videos and photos posted by real people to help make more informed decisions.
Social media is meant to capture attention, with TikTok in particular relying heavily on short videos posted by users. If a viewer scrolls through someone enjoying an event, having a meal at a restaurant, or showing off clothes they just purchased, they are more likely to connect with and follow that person, especially if they both have similar interests. The Adobe Express study found that 26% of viewers were likely drawn to TikTok over search engines because of its use of short videos, with 21% using it for storytelling and 17% for its interactivity.
With easy access to apps like TikTok and Instagram where real people share information, Gen Z is turning to advice from real people. This could be a reason why Gen Z doesn’t support AI on search engines like Google. Information from a trusted and valued source via short videos is easier and faster to obtain than reading a long article.
Is Google losing trust with Generation Z?
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Younger audiences may be turning away from Google’s search and mapping options. Instead, they use their phone to pull up Instagram or TikTok and search for a string of keywords like “find me a place for lunch.” Videos will then show them people eating at nearby restaurants, sharing the food and discussing how good or bad it is.
In 2022, current Google Chief Technologist Prabhakar Raghavan spoke about what Google is doing to attract the younger generation to use its service. One tap brings up videos after searches that link directly to TikTok. The system also uses AI to directly link to parts of the video as recommendations for users. But as people already use social apps to find information and have the ability to search within them, they are increasingly less likely to turn to Google, especially with its use of AI.
Using a search engine takes time and, on sites like Google, can include multiple links, AI-generated text, and even AI-generated ads. Gen Z prefers to skip ads, AI and long articles in favor of accessing a real person who gives advice or knowledge through short videos chosen by the user or delivered via the algorithm. Over time, the platform’s suggestions become more valuable as the algorithm learns more about the user. And of course, users can always change their settings, for example using hidden Instagram features, to fine-tune the experience. Overall, the younger generation seems to prefer a more human experience, and that’s exactly what social apps like Instagram and TikTok offer.
