Google Antitrust Ruling Reveals Even More Gen Z Is Using TikTok for Search and Shopping

Google had an illegal monopoly on online search, violating U.S. antitrust law under Section 2 of the Sherman Act, a U.S. federal court ruled Monday. The court found that Google acted illegally by paying companies to make Google the default web browser on many devices. Today’s decision, years in the making, could have major implications for how people search and find information online, and will send every tech news organization into a tailspin.

As I read through the ruling (okay, fine, I’m skimming — it’s 286 pages and I don’t have all week), two buried nuggets about the current state of online search struck me. Judge Amit Mehta cites internal Google research that sheds new light on how Google Search compares to other tech giants like Meta and TikTok — particularly how TikTok continues to win over Gen Z searchers.

Earlier this year, Adobe found that more than 40% of Americans use TikTok as a search engine. Google found a similar statistic, confirming that the percentage is higher among younger users, with 63% of TikTok daily users aged 18-24 saying they used TikTok as a search engine in the past week. In terms of what people searched for, Google found that nearly 50% of Gen Zers say they use social media specifically for shopping. The exact research wasn’t included in the decision, but is attributed to Google’s Vice President of Search, Liz Reid, who is listed as a witness, and specific documentary evidence.

I’m a Gen Zer who loves using social media, particularly TikTok, to answer questions, find information, and make decisions. And when I buy something new, it’s probably because I first saw it somewhere on TikTok. While TikTok isn’t a search company—Mehta draws a clear line between Google’s search business and social media—it does have some notable advantages. In my experience, I’ve found that TikTok has an edge over Google Search in two key areas: authenticity and convenience.

For example, if I’m interested in buying a new makeup product, I want to watch a video of someone who looks like me using it. If I’m planning a trip, I want to find out where the must-visit spots are from both locals and travel influencers. TikTok’s videos let me scroll quickly and absorb information much faster than I can on Google, even with its moody AI Overviews. Google can’t give me that level of detail and personal connection.

However, I run into the same issues on TikTok that I do when I use Google. I still have to evaluate information to make sure it’s trustworthy, wade through ads, and turn that research into action. But the convenience of TikTok’s endless scrolling and the ability to literally see things makes it feel like the easier choice. There’s also something in my reptilian brain that still clings to the “see it to believe it” motto, even though we now need to be extra vigilant in this age of AI-generated images and videos.

Although Google has already confirmed that it will happen appeal this decisionthe case will undoubtedly cast a long shadow over the future of online search. But for now, I’ll continue to use TikTok as much as I use Google.