Google Antitrust Decision Reveals Even More of Gen Z Uses TikTok for Search, Shopping

Google held an illegal monopoly in online search, violating US antitrust law under Section 2 of the Sherman Act, a US federal court ruled Monday. The court ruled that Google acted illegally by paying companies to make Google the default web browser on many devices. The decision today is years in the making, could have big implications on how people search and find information online, and has every tech news organization’s Slack popping off.

While I was reading the decision (OK, fine, skimming — It’s 286 pages and I don’t have all week), two buried nuggets about the current state of online search stood out to me. Judge Amit Mehta cites internal studies from Google that shed new light on how Google Search stacks up against other tech giants like Meta and TikTok — specifically, how TikTok continues to win over Generation Z searchers.

Earlier this year, Adobe found that over 40% of all Americans use TikTok as a search engine. Google found a similar stat and confirmed there’s a higher rate among younger users, with 63% of daily TikTok users ages 18-24 saying they used TikTok as a search engine in the last week. Looking at what people were searching for, Google found that nearly 50% of Gen Zers say they use social media specifically for shopping. The exact studies aren’t included in the decision but are attributed to Liz Reid, Google’s Vice President of Search, who is listed as a fact witness, and specific pieces of evidence.

I’m one of the Gen Z folks who like using social media, specifically TikTok, to answer questions, find information and help make decisions. And if I’m buying something new, it’s probably because I saw it somewhere on TikTok first. While TikTok is not a search company — Mehta draws a distinct line between Google’s search business and social media — it has noteworthy advantages. In my experience, I have found that TikTok has the edge over Google Search in two important areas: authenticity and convenience.

For example, when I’m interested in buying a new makeup product, I want to see a video of someone who looks like me using it. When I’m planning a trip, I want to figure out what the must-visit spots are from both locals and travel influencers. TikTok’s videos let me scroll quickly and absorb information much quicker than I could on Google, even with its ill-tempered AI Overviews. Google can’t give me that level of detail and personal connection.

However, I do run into some of the same issues on TikTok as I do when using Google. I still have to judge information to make sure it’s reliable, wade through ads and translate that research into action. But the convenience of TikTok’s endless scroll and the ability to literally see things makes it feel like the easier choice. There’s also something in my lizard brain that still abides by the “see it to believe it” motto, even though we now have to practice extra vigilance in the current age of AI-generated images and videos. 

While Google has already confirmed it will be appealing this ruling, the case is sure to cast long shadows on the future of online search. For now, though, I’ll keep using TikTok just as often as I do Google.