When looking for a great Italian restaurant in your neighborhood, you might think of doing a quick Google search.
But, at Fortune’s Brainstorm Tech conference, Prabhakar Raghavan, senior vice president of Google search, said, “In our studies, something like nearly 40% of young people, when looking for a place to have lunch, they don’t go to Google Maps or search. »
“They go on TikTok or Instagram. »
Is it possible that TikTok will soon be Google’s big rival?
Younger and newer internet users have turned to social media and mobile video platforms, like Google’s YouTube, Meta’s Instagram and ByteDance’s TikTok.
Google has already seen the impact TikTok has had on YouTube, overtaking the platform earlier this year in terms of the average time spent on major social platforms by American adults.
But these users also use the internet differently than older generations, which may threaten the dominance of the search platforms provided.
Raghavan said these users may not be used to using search keywords or a paper map, which impacts the effectiveness of how the company has designed its search and map products. .
“The requests they [newer internet users] the demands are completely different,” he said. “New Internet users don’t have the expectations and mindset we get used to. »
As part of this evolution, Google is making changes to its search product to become more visual and understand increasingly complex queries.
For example, Google rolled out a new mobile search design that helps deliver relevant information related to images. It also deploys the Multitasking Unified Model (MUM), which can interpret text and image results on the web.