“Just Google It” is for old people — and that’s a problem for Google

There was a time when “just Google it” was the universal answer to any question. From settling bar arguments to uncovering the obscure, Google stood as the ultimate oracle. But today, the spell is breaking, especially for younger generations who no longer instinctively turn to Google for answers. Instead, they’re flocking to platforms like TikTok, Instagram, and Reddit for guidance, advice, and even search queries. For Google, this is more than just a shift in user behavior — it’s an existential crisis.

The crumbling pillar of search dominance

Google’s dominance was built on a simple promise: the most relevant information, fast. Over two decades, this promise morphed into a finely tuned ecosystem of search, ads, and content discovery. But for Gen Z, relevance has a new definition. They aren’t looking for a list of links — they want answers embedded in stories, visuals, and human experiences.

TikTok, for instance, offers “search” as a deeply interactive experience. Want to know the best cafes in Paris? TikTok delivers clips of people sipping lattes in cozy corners, complete with vibe checks and recommendations from users just like you. Google, in comparison, feels cold, algorithmic, and riddled with ads masquerading as answers.

The rise of Perplexity and curated answers

Emerging platforms like Perplexity.ai are also changing the game by offering something Google lacks: curated and concise results. Rather than bombarding users with an endless list of links to sift through, Perplexity provides direct, high-quality summaries sourced from multiple trusted references. It’s a blend of the conversational ease of generative AI and the rigor of traditional research. For users who value clarity and context over quantity, this approach is a compelling alternative to Google’s ad-laden search experience. Perplexity’s focus on delivering precise answers is particularly appealing in an age where attention spans are short and trust in generic search results is waning.

Alexa: the single answer specialist

Amazon’s Alexa takes a different route entirely, specializing in providing the single best answer to user queries. Unlike Google’s strategy of offering millions of links — forcing users to discern the most relevant ones — Alexa distills its response to the most authoritative or practical answer it can find. This “one best answer” approach aligns well with the needs of users seeking efficiency over exploration. While it works better for certain types of queries, such as setting timers or managing smart home devices, it underscores a broader trend: users are valuing definitive answers over exhaustive search lists. This is yet another challenge for Google, which thrives on volume rather than precision.

The demographic dilemma

Younger users’ migration away from Google reveals a deeper challenge: cultural resonance. Gen Z thrives on community-driven narratives. Google’s blue links fail to deliver the authenticity they crave. A 2022 survey revealed that nearly 40% of Gen Z users prefer searching on TikTok or Instagram over traditional search engines. The very notion of typing keywords into a search bar feels outdated when you can explore visually rich, real-time content with hashtags and comments.

Google isn’t just losing relevance — it’s losing its connection to the next generation.

Ads, Ads everywhere, and not a click to spare

One glaring issue for Google is the omnipresence of ads. Sponsored results have become so dominant that organic content is buried deep. While earlier generations learned to differentiate ads from results, younger users see the clutter and simply skip it altogether. Platforms like Reddit or YouTube (ironically owned by Google) provide unfiltered, user-generated content that feels more trustworthy.

This issue extends to e-commerce. Amazon, despite its imperfections, has become the go-to for product searches. Meanwhile, TikTok has weaponized algorithms to create viral shopping trends. Google’s once-lucrative hold over shopping queries is slipping, and its attempts to claw back relevance — like shoppable ads and integrations — have yet to hit the mark.

The threats from within and beyond

Beyond TikTok and Reddit, Google faces existential threats from its own innovation — or lack thereof. OpenAI’s ChatGPT and other generative AI systems are redefining how people search for information. With conversational interfaces, users can skip the fragmented experience of search and get complete answers in real-time. Google knows this and has tried to respond with Bard, but the rollout has been rocky and uninspired.

The company also suffers from the curse of its size. Once the nimble underdog, it’s now a behemoth shackled by bureaucracy, over-reliance on ad revenue, and legacy systems that make pivoting difficult. Even its ventures into hardware, cloud, and other areas pale in comparison to its core business.

What comes next?

For Google to remain relevant, it needs to do more than tinker around the edges. This isn’t about adding more features to search or tweaking its algorithm — it’s about redefining its relationship with users. Could Google embrace the intimacy of community-driven platforms? Can it make search a more visual, less transactional experience? Or will it double down on AI to deliver hyper-personalized, conversational search experiences?

It’s not just about appealing to Gen Z. Google must reckon with a broader shift in how people access, consume, and trust information in the digital age.

Final thought

The phrase “just Google it” once embodied the pinnacle of digital efficiency and reliability. But as the younger generation turns to other platforms for discovery, advice, and entertainment, Google faces its most significant challenge yet: reinventing itself in a world where the search box is no longer king. The question isn’t whether Google will change — it’s whether it can do so fast enough to matter.

References

Griswold, A. (2024, December 4). Googling is for old people. That’s a problem for Google. The Wall Street Journal. Retrieved from https://www.wsj.com/tech/googling-is-for-old-people-thats-a-problem-for-google-5188a6ed