Highlights of the Article
Recently, Google, the world’s leading internet search engine, has expressed concern that the younger generation, or Gen Z, may increasingly use TikTok to search for information. With TikTok’s algorithm capable of filtering and recommending videos based on user interests, coupled with the changing consumption behavior of people who prefer to see real people in motion rather than searching for information on general websites.
Kevin Tran, a renowned media and entertainment analyst, recently wrote an article about the possibility of TikTok replacing Google for Gen Z users. Therefore, in this article, Relevant Audience will summarize all the content for you to understand. Let’s take a look.
Google Search is Losing Popularity Among Gen Z
According to a survey by Morning Consult among 2,199 respondents in the United States, Google Search remains the primary platform for Baby Boomers, Gen X, and Millennials, accounting for 46%. Conversely, Gen Z uses Google Search the least, preferring other platforms such as TikTok, Instagram, and Facebook. It is clear that TikTok is the most popular platform, accounting for 14%.
Popularity for Subscribing to Online News Websites
Regarding willingness to pay for subscriptions to news, Gen Z users subscribe the most, ranking second at 21%. Therefore, social media platforms like TikTok, Instagram can better meet the needs and behaviors of the younger generation than traditional search engines like Google or Bing.
AI Will Be the Future of Gen Z Consumers
In recent times, AI chatbots like ChatGPT and Google Bard have been gaining continuous popularity, leading many to predict that this will be another step forward for the new generation of search engines driven by AI. However, most surveys show that consumers are not interested or aware of news about the development of AI chatbots. Therefore, we need to continue to monitor whether the new generation of search engines developed with the use of AI systems can attract the interest of consumers in various groups.
Conclusion
As everyone knows, the behavior of modern consumers, especially in the Gen Z group, prefers to search for information on platforms that can interact with each other more than using traditional search engines. Because they can see credibility, respond to comments immediately. Therefore, whether you are a brand, marketer, who is thinking about doing Digital Marketing, don’t forget to look at social media platforms to ensure that you can adapt to the behavior of the new generation of consumers.
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