One of Google's own studies found that around 40% of 18 to 24-year-olds go to TikTok or Instagram instead of Google Search or Maps when looking for a place for lunch, Bernstein analyst Mark Shmulik wrote in May report, citing Google's SVP of knowledge and information speaking at Fortune's Brainstorm Tech conference last year.
TikTok could be a bigger threat to Google than artificial intelligence because, unlike AI, it doesn't require people to change their behavior. "Younger Gen Z users don't have the baggage and memory of opening the browser and searching on Google," he continued."They're born on TikTok and have built their search behavior right in that app."
He said Google had stepped up its efforts to fend off TikTok, describing how most Google searches now include more visual results with images and videos mixed in with the straight text-based links.
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