Gen Z’s reliance on social media as a search engine marks a significant departure from millennial behaviour, impacting Google’s dominance and advertising revenue. Data from YPulse reveals that 46% of 18- to 24-year-olds start their information quests on Google, compared to 58% of 25- to 39-year-olds. Social media, particularly TikTok, is gaining traction as an initial search destination for Gen Z, reflecting a shift in how they consume information. This trend is driven by a desire for authentic answers and a preference for bite-sized content from diverse sources. Google, while still leading overall, faces challenges in providing relevant and trustworthy results amidst increasing dissatisfaction. The rise of AI-generated content poses further concerns about the quality and reliability of information available online

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