The verb “to google” has been in various dictionaries for about 20 years. However, it’s hardly used anymore, especially by Gen Z. This shift in language usage and search habits could potentially become a problem for Google.
Gen Z prefers alternative search methods
Since 2004, the verb “to google” has been in the Duden dictionary, with its definition updated in 2006 to “search the internet using Google.” Google had pushed for this change, as the original definition was “to search the internet, especially using Google.” The company feared losing trademark protection, while the Duden editorial team wanted to avoid a legal dispute. This likely contributed to increased recognition for both the verb and the company.
While most early internet users are familiar with the term, the younger generation has a different approach. According to a study by Bernstein Research, as reported by Business Insider, the verb “to google” no longer plays a significant role for Generation Z, those born between 1997 and 2012.
Changing search habits of younger generations
Business Insider quotes a message from Bernstein Research to investors: “Gen Z and especially Gen Alpha hardly use Google as a verb anymore; they simply say ‘search’.” One explanation could be that Gen Z is the first generation to grow up with the internet, primarily accessing it through smartphones. Instead of using desktop browsers, they had apps at their disposal, which don’t necessarily come from Google.
The change goes beyond language use. Younger audiences prefer social media for searches, according to a study by Reddit in collaboration with GWI, Ambassco, and Bradwatch. Video content is also becoming more important for internet searches. An Axios report shows that while 58% of Millennials still start their web searches on Google, only 46% of Gen Z (ages 18-24) do so. Instead, 21% of younger users turn to TikTok, and 5% start their search on YouTube.
Implications for Google
These developments are not good news for Google. According to Business Insider, the verb “to google” underscores the company’s uniqueness. If the verb is no longer used, this factor diminishes. Business Insider compares it to Yahoo’s advertising campaign “Do you Yahoo?”, a question that today answers itself.
Whether Google faces a similar fate remains to be seen. It’s hard to imagine, given that the company is no longer just about internet search. With Android, Google offers one of the most widely used operating systems – which Gen Z still needs to go online.