[eMarketer] Google unveils its attempts to reinvigorate search for the TikTok generation

Google revealed changes to its standard search interface that will make it easier for consumers to explore content at its Search On event.

The company is launching a number of features, such as tools to drill down into topics and other modifications that will make using search a more visual experience, highlighting maps, snippets, imagery, and even video in new ways.

The updates come in the wake of Google disclosing in July that its internal research suggested younger people had started using other services, including TikTok and Instagram, as their search engines of choice.

That number is close to 40%, according to Google senior vice president Prabhakar Raghavan, who shared that stat at an industry event.

The more consumers search elsewhere, the harder it is for Google to maintain its share of search ad spending.

eMarketer forecast has Google accounting for 59.4% of worldwide search ad revenue this year, but it expects that to drop to 56.0% by 2024—and much of that spend occurs on mobile, where again, younger users gravitate to TikTok and over index.

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