Search engine usage and terminology undergo linguistic and privacy-driven shifts

The landscape of digital search is evolving through both linguistic shifts and changes in user preference. Younger generations, specifically Gen Z and Alpha, are increasingly moving away from the verb ‘to Google’ in favor of the phrase ‘search it up.’ While ‘search up’ was added to the Cambridge Advanced Learner’s Dictionary & Thesaurus in 2024, the phrase has historical roots dating back to the 16th century.

Simultaneously, there is a growing interest in search engine alternatives due to concerns regarding privacy, invasive tracking, and the introduction of AI features. While Google maintains a dominant market share, services such as DuckDuckGo, Ecosia, Qwant, Kagi, and StartPage are being utilized by users seeking better data protection. However, many of these alternatives still rely on the underlying search indexes provided by Google or Microsoft Bing to deliver results.