Survey: 42% of people say Google Search is becoming less useful

Google continues to lose ground among younger generations, with 61% of Gen Z and 53% of Millennials using AI tools instead of Google or other traditional search engines. That’s according to a new Vox Media survey.

Why we care. We continue to see early signs that Google search may be starting to slip – from Google’s market share dropping below 90% for the first time since 2015 to other surveys indicating searchers are frustrated with search quality. Things are changing rapidly – from the rise of AI answer engines and generative engine optimization, to the growth of social platforms for discovery (e.g., TikTok, Instagram, Pinterest). Many brands and marketers are still adjusting to these shifts.

By the numbers. When it comes to Google Search:

• 76% said that more than a quarter of Google Search shopping results appear to “be sponsored or promoted.” Only 14% described these sponsored or promoted results as “very helpful.”
• 42% said Google and search engines are becoming less useful.
• 55% said they get information from their community more than online search platforms.
• 52% said they use AI chatbots or alternative platforms (e.g., TikTok) for information instead of Google.
• 66% said the quality of information is deteriorating, making it difficult to find reliable sources.

What they’re saying. According to a Verge slideshow summarizing the survey’s findings:

• “Legacy tech (e.g. Google) and social platforms are rapidly losing ground as trust and authenticity fades, with more people flocking to AI chatbots, niche communities, and platforms like TikTok. This signals a massive shift and opens the door for disruptive entrants that can offer more authentic, trusted experiences.”

About the data. Vox Media partnered with Two Cents Insights to conduct the survey, collecting responses from more than 2,000 U.S. adults in December.

The survey. The future of the internet is likely smaller communities, with a focus on curated experiences