For a generation of internet users looking for answers, Google was the first stop. Google became so associated with search that its name became synonymous with the act of seeking information online. But there are signs that's changing.
"How I feel about the brand has changed quite profoundly," said Clint Choi, a 26-year-old marketer in London. "When I was just starting to access the internet, Google was an authority, but . . . the parent company that owns Google has misplaced the consumer's trust. We don't see Google as the central authority on search anymore."