DIGIVESTASI - For years, Google Search has dominated the world of internet searches, with the term "Googling" even becoming a common phrase for online searches. However, over time and with the emergence of many competing platforms, the popularity of Google Search has started to decline, and its market share continues to decrease.

According to a report from SearchEngineLand, Google's market share has now dropped below 90%, a phenomenon that has been recorded over the last three months. This marks a significant decline, the first of its kind since early 2015, as reported by 9to5Google on Thursday (January 16, 2025).

Nonetheless, other search engines like Bing, Yahoo, and Yandex, which are contemporaries of Google, are still experiencing some slight growth.

One of the main causes of the decline in Google Search's popularity is the emergence of artificial intelligence (AI) technology. The adoption of generative AI, which offers a new search experience, has significantly contributed to the shift of users to other platforms.

Some platforms already utilizing generative AI include Perplexity and ChatGPT, the popular chatbot developed by OpenAI.

In addition to generative AI, the presence of TikTok has also played a role in driving the shift away from Google Search. This video-sharing app is more widely used by younger users.

TikTok has been testing links leading to Google Search, and search results on Google have also started displaying outcomes from TikTok since early 2024.

Mark Scmulik, an internet analyst from Bernstein Research, revealed that Gen Z, those born between 1997 and 2012, prefer using TikTok to search for information, including hotel and restaurant recommendations, instead of visiting Google Search.

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