Is the Way of Searching on the Internet Changing or Does it Depend on Your Age?

Is the Way of Searching on the Internet Changing or Does it Depend on Your Age?

Today, there are multiple ways to search for information on the Internet. Whether it is a Google search, or on social media like YouTube/Facebook/TikTok, or through AI-based programs like ChatGPT or Gemini, there isn’t a one-size-fits-all approach to how people search for queries anymore. But the bigger question we want to know is, does it also depend on your age? Do certain age groups search certain ways?

A Broad Search Pattern

There are many different assumptions we can make when it comes to age and searches. Let’s lead off this conversation by reminding you, the reader, that people who are in their 40-50s are the ones who grew up with the Internet, but also grew up learning how to use the library for research purposes. This age group is typically more adaptable to trying new things, especially when it comes to technology.

So after writing that blanket statement and doing some digging on the Internet (not telling how this writer did the searches because it may give away my age), what we do see:

  • Individuals who are 50+ likely rely on traditional search engines like Google or Yahoo, know what a reputable website is, and although they may have varying thoughts on AI, they are still giving it a try.
  • Those who are 30-49, the Millennials, are still heavy users of Google and are the ones who turn to social media for their searches. This age group is also adopting AI search.

Here is where the searches change with ages. Gen Z, those who are right now around ages 13-28, are more likely to treat social platforms and AI as search/discovery tools, particularly for recommendations, products, trends, entertainment, and lifestyle information. Are they going to Google, Yahoo, or Bing? Read on!

Is Traditional Search Disappearing?

No, traditional search is not disappearing. Instead, people are adding new “search layers” rather than replacing Google entirely. And they are also being more particular about what they are searching for and who they can trust.

AI-Chatbot usage research from Pew Research Center tells us that, “Americans under 50 are far more likely than those 50 and older to use chatbots. About six-in-ten adults under 50 (63%) now use these tools, compared with about four-in-ten of those ages 50 to 64 and even fewer of those 65 and older. Chatbot use has risen over time among adults of all ages. In fact, the steep increase for those in their 30s and 40s now puts them on par with younger adults.”

More importantly, Pew specifically asked WHY people use chatbots and 50%+ of people ages 18-49 said to search for information. 

Similarly, Adobe did some research and they found that out of all the people in the U.S. who use ChatGPT, 77% use it as a search engine. Their findings are on point with that of Pew’s research when it comes to generational usage. Adobe reported that of the 800 respondents who use ChatGPT as a search engine, they did so at high rates across generations:

  • Gen X: 80%
  • Gen Z: 77%
  • Millennials: 75%

Is Social Media Now a Search Engine?

Social media provides not only ways to find information from businesses, but it is also a way for other people to share information with each other. A true human connection, allowing for reviews and insight to be had through conversations online. Social media isn’t a place where people just scroll through and see ads and post, but it is also used more and more as an informational tool, specifically TikTok.

Again, according to the same Pew Research Center study, in its research on TikTok, Instagram, Facebook and X, Pew found that large majorities of users encounter news-related information on these platforms:

  • TikTok: 90%
  • Instagram: 82%
  • Facebook: 91%
  • X: 92%

Exploring the data across various age demographics reveals some truly compelling insights.

Within the Instagram community, 51% of individuals under the age of 50 report encountering news exactly as it unfolds, a sharp contrast to the 29% reported by those 50 and above. Meanwhile, on X, the gap was narrower, showing a comparison of 79% against 69%.

This supports a larger point for the purpose of this blog: For younger consumers, information discovery increasingly happens inside the platforms they already use, rather than beginning with a blank Google search box. That doesn’t mean they never use Google. It means the starting point can depend on the type of question they have.

What This Means for Businesses and Marketing

Are the days of searching on Google going to the grave? Not really. But as business owners and marketers come together, the discussions of ranking high on Google might not be as important as they once were thought to be. The bigger question that should be asked is, “Where does our target audience go when they want to search for information?” If the answer isn’t Google first, you may want to switch gears on how your website is written.

Our team has already covered Answer Engine Optimization and how it differs from typical SEO. It is important to know the difference and write for not only Google but also ChatGPT (among others).

The Bottom Line

General search websites, like Google, won’t ever go away. They will just adjust according to what their users prefer to do. As marketers, we will always need to adjust for where the target audience is searching for their information and writing website content that can be sourced to those sites. If you’re interested in learning more about AEO vs. SEO, searching through Chatbots or how searches are changing, talk to one of our team members!