About 40 percent of teen users prefer platforms like TikTok or Instagram to search, rather than Google Maps or Google Search.
It is one of the conclusions that Google has reached in a survey of US users between the ages of 18 and 24 (Generation Z), and was recently mentioned by Vice President Prabhakar Raghavan during the Brainstorm Tech conference.
The manager insists that this is mainly due to the change in the way of consuming content by the younger generations, taking into account that they are digital natives and are used to audiovisual formats.
“40 percent of young people, when looking for a place to eat, they don’t go to Google Maps or search. They go to TikTok or Instagram. This process starts in different ways than before, with visual formats,” he commented. Raghavan, as reported by Fortune.
The format offered by TikTok seems to be more convincing to younger generations since, according to data from the software developer company Qustodio to which TechCrunch has had access, the number of users of this platform has only grown. in the last two years.
Specifically, since June 2020, this platform began to surpass YouTube in terms of average minutes per day used by users between the ages of 4 and 18. This demographic reached 82 minutes per day connected on TikTok, compared to 75 minutes per day on YouTube.
In the United States, the average time spent on TikTok in 2019 was 44 minutes, in 2020 it was 87 and in 2021 it was 99, in the United Kingdom it went from 37 minutes in 2019 to 102 minutes in 2021 (going through an average of 70 minutes connected to the platform in 2020).
Because TikTok has become the platform of reference for younger users, the rest of the services are implementing a series of tools very similar to those offered by the application of Chinese origin.
Google, for example, launched YouTube Shorts in Spain a year ago, an experience of short vertical videos of 15 to 60 seconds, with which it offers its own version of the TikTok social network format and has recently implemented new editing tools for iOS.