While Google continues to be favoured for local search by older generations, Gen Z prefers Instagram (67%) and TikTok (62%), according to findings by SOCi.

The latest report from marketing platform SOCi, unveils a notable shift in the preferences of Gen Z when it comes to searching for local businesses. Google, once reigning supreme, has now been surpassed by Instagram (67%) and TikTok (62%) among this demographic.

While Google still holds a significant position, ranking third (61%) as the preferred local search engine for Gen Z, it faces stiff competition from social media platforms across all age groups. This trend signals a broader shift towards social media as a primary resource for discovering local businesses.

The report also highlights the emergence of ChatGPT as a potential challenger to Google's dominance in search. As Google introduces updates to its search service, including the integration of its Gemini AI model into Google Ads, it faces increasing pressure from alternative search methods.

These findings corroborate the notion that Google's dominance in search is facing a challenge, particularly from younger demographics. While search remains a significant segment for Google, recent reports, including internal research leaks, suggest that Gen Z users are turning to social media for search purposes.

Damian Rollison, Director of Market Insights at SOCi, emphasises the seismic shift underway in how consumers discover local businesses. He notes that a robust presence on platforms like Instagram and TikTok is not just advantageous but essential for businesses to capture market share among younger consumers.

Beyond Gen Z, social media is gaining traction as a search tool across different age groups. Facebook holds sway as a local search platform among older demographics, followed by Instagram, TikTok, and Snapchat.

The report also identifies disruptors like ChatGPT as potential threats to Google's dominance. However, Google is actively investing in its own AI solutions, such as Gemini, to maintain its competitive edge.

Google's recent algorithmic enhancements and improved spam policies aim to enhance the quality of search results, addressing concerns about low-quality content. Despite these efforts, the report suggests a growing preference for social media platforms, particularly among younger demographics.

While Google remains the top choice for local search among older demographics, it faces increasing competition from social media platforms across all age groups. SOCi's findings provide valuable insights into shifting consumer behaviour and preferences in the digital landscape.