About 40 percent of young users prefer platforms like TikTok or Instagram to search over Google Maps or Google search.
That’s one of the results Google reached in a survey of US users aged 18 to 24, noted by Prabhakar Raghavan, Senior Vice President, at the Brainstorming Technology conference in mid-July.
The manager explained that this is mainly due to the change in the way they consume content, considering that younger generations are digital natives and are accustomed to audiovisual formats.
“40 percent of teens don’t go to Google Maps or a search engine when they’re looking for a place to eat. They go to TikTok or Instagram. “This process starts in different ways than before with visual formats,” Raghavan said, according to Fortune.
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Based on this, the tech company is betting on the development of visual products where it applies artificial intelligence (AI)-based technologies such as Google Lens.
It has also implemented other measures to speed up searches on its platforms. It’s on YouTube that currently allows users who don’t want to watch full-length videos to skip to the sections that might interest them the most.
According to data from software developer company Qustodio, accessed by TechCrunch, the format offered by TikTok seems to entice younger generations more, as the number of users of this platform has only increased in the last two years.
Especially since June 2020, this platform has begun to surpass YouTube in terms of average daily minutes used by users between the ages of 4 and 18. This demographic has reached 82 minutes per day on TikTok, compared to 75 minutes per day on YouTube.
At the end of this year, children and adolescents were consuming an average of 91 minutes a day on the ByteDance-run platform, surpassing these figures in 2021.
Another breakdown Qustodio provides to this medium includes data by country, including the United States, United Kingdom, and Spain.
In the United States, the average time spent on TikTok in 2019 was 44 minutes, 87 in 2020 and 99 in 2021, while in the UK it increased from 37 minutes in 2019 to 102 in 2021 (70 minutes on average). linked to the platform in 2020).
As for Spain, data recorded by Qustodio shows that the average time spent on TikTok by children and adolescents in 2019 was 31 minutes, 65 minutes in 2020 and 80 minutes in 2021.
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As TikTok has become the reference platform for young users, the rest of the services implement a set of tools very similar to those offered by the Chinese-based app.
For example, Google launched YouTube Shorts, an experience of short vertical videos of 15 to 60 seconds, in Spain a year ago, however it offers its own version of the TikTok social network format and has recently implemented new editing tools for iOS.
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Meta, for its part, strongly promotes reels that are very similar to the TikTok format; It’s a move the company aims to put more emphasis on videos rather than images displayed on its social network.
In addition, the company has recently expanded its story format. Where previously users could only post 15-second videos per story, it is now possible to post up to 60 seconds of audio-visual material. This is particularly useful for circulating reel type videos with a maximum duration of one minute.
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Source: Exame
