New Data: How Consumer Search Behavior is Changing for Marketers
▼ Summary
– Consumer search behavior is shifting from traditional search engines toward social media platforms, with 29% of Gen Z and Millennials preferring social media for information searches.
– AI-powered search tools are gaining adoption, as 72% of consumers plan to use generative AI for shopping and 31% of Gen Z already use AI platforms frequently for online searches.
– Traditional search engines like Google remain the dominant starting point for general queries, though trust in AI tools is still low due to concerns about bias and misinformation.
– Mobile devices are the primary search tool for 54% of consumers, with Gen Z leading at 80% mobile usage, making mobile optimization essential for marketers.
– Local search is significant, with 71% of consumer searches estimated to be local, and 20% of users conducting local searches directly within mapping applications.
Understanding the latest shifts in how people search for information online is crucial for any marketer aiming to stay relevant. The era where “Google it” was the universal answer is fading fast. Today’s consumers, particularly younger generations, are exploring a much wider digital landscape to find what they need. A significant 29% of Gen Z and Millennials now prefer using social media platforms over traditional search engines for their queries. This transformation is further accelerated by the integration of generative AI into search experiences, signaling a pivotal moment for brands that depend on organic search visibility. Based on insights from a survey of over 700 consumers, here are the defining trends reshaping search behavior.
The way people discover, research, and ultimately decide what to buy online is known as consumer search behavior. It’s no longer a linear path confined to a single search bar. Individuals now weave together information from social media feeds, AI chatbots, video reviews, and price comparison sites. This fragmented journey requires marketers to develop a presence across the entire digital ecosystem, meeting potential customers at every point of their exploration.
Several key trends are defining the current search landscape. The adoption of AI-powered search tools is rising steadily, with 72% of consumers expressing interest in using generative AI for future shopping research. While trust in these tools is still developing, their influence is undeniable. Simultaneously, social media has solidified its role as a primary search channel. Our data shows that 31% of consumers use social platforms to find answers, a figure that jumps to 49% when looking specifically at Gen Z and Millennials combined.
Despite these emerging channels, it’s important to maintain perspective. Traditional search engines, particularly Google, continue to be the starting point for most general queries. However, the context of these searches is changing dramatically. Over half of all consumers (54%) primarily use their phones to search, a number that skyrockets to 80% among Gen Z. This mobile-first behavior is often coupled with local intent; a substantial majority of searches have a local component, with one in five consumers conducting these queries directly within mapping applications.
An emerging area to watch is visual search. Tools like Google Lens allow users to search with images instead of words, and interest is growing, with 42% of consumers expressing curiosity about using this technology. For retailers, this presents a powerful opportunity to connect with shoppers who have a specific product in mind.
To navigate this new reality, marketers must adapt their strategies. Investing in Answer Engine Optimization (AEO) is becoming essential to ensure brand visibility within AI-generated responses. This involves analyzing how AI interprets your content and structuring information for easy machine comprehension. Alongside AEO, optimizing for social search is critical. This means using relevant keywords and hashtags, creating video content tailored to platform algorithms, and establishing topic authority.
Mastering mobile-first optimization is non-negotiable, requiring a focus on fast load times and thumb-friendly design. Strategies should also be generation-specific, recognizing that different age groups favor different platforms. Throughout all these efforts, maintaining a strong foundation in traditional SEO fundamentals remains vital, as search engine rankings may still influence visibility in AI tools.
Common questions about these changes often arise. The buyer’s journey typically involves five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Search habits have changed primarily through the diversification of platforms used. Understanding these behaviors is important because it allows marketers to meet customers where they are, significantly improving campaign effectiveness. Currently, about one in three consumers uses social media for search purposes.
The growing importance of mobile search is driven by its convenience and the fact that it now generates over half of all global web traffic. To adapt, marketers should embrace a hybrid approach that includes AEO, social search optimization, and unwavering attention to mobile user experience. AI’s role is to make search more conversational and intuitive, which means brands need to provide clear, authoritative answers that these tools can easily reference. While Google should be a priority for broad reach, diversifying efforts to include platforms like TikTok, LinkedIn, and even AI chat interfaces is a wise strategy for reaching specific audiences.
In summary, successful marketing in 2025 hinges on a flexible, multi-channel approach that acknowledges the complexity of modern consumer search behavior.
(Source: HubSpot Marketing Blog)
