Google's grip on 'googling' fades as Gen Z shifts online habits

Twenty years ago, Google achieved what few companies can: its name became a verb. Merriam-Webster dictionary officially recognized “Google” as a verb, synonymous with searching for something online. The term even made its way into the Greek language as “googling,” a testament to Google's influence on global culture and daily life.

However, things have started to change. According to research by Bernstein analysts, including Mark Shmulik, the use of "Google" as a verb is in decline.

“Younger generations are ‘searching,’ not ‘Googling,’” the research notes. This finding is part of a broader study focused on Generation Z, those born between 1997 and 2012. Unlike previous generations, Gen Z has grown up entirely online, often using smartphones and apps rather than computers and web browsers.

As Gen Z matures and wields more influence in the global economy, it brings with it significant shifts in consumer behavior. Bernstein’s analysts point out that both Gen Z and the younger Gen Alpha rarely say “Google it” anymore. Instead, they opt for simpler terms like “search it.”

For instance, when looking for restaurant recommendations or hotel reviews, Gen Z is more likely to turn to TikTok than Google. They also tend to visit brands’ websites directly, often influenced by social media endorsements.

What does this mean for Google? As Business Insider reports, this trend could be troubling. The fate of once-dominant Yahoo offers a cautionary tale. Once upon a time, “Yahooing” was a common term—until it wasn’t, and the company’s fortunes quickly faded.

Ironically, Google wasn’t initially thrilled about its name becoming a verb. When a company’s name becomes too generic, it’s harder to protect as intellectual property. But, as Shmulik explains, if the word "Google" fades from everyday use, it’s not a sign of success. It reflects evolving user habits and new technologies overtaking old ones.

[Information sourced from Money Review]