A new survey on Consumer Search Behavior 2025 from Search Engine Land reveals where US consumers begin their product research and how fragmented the discovery process remains.
Despite rising talk about AI and review tools, traditional search engines remain the primary starting point for nearly half of consumers.
Consumer Search Behavior 2025: Where Consumers Begin Their Search
According to the survey:
- 45% of consumers start researching on traditional search engines.
- 15% use AI-powered tools for research.
- 14% rely on review sites.
However, trust in a single source is low. Only 11% of consumers trust the first answer they get. Most users cross-check and expand their search on other platforms to ensure accuracy.
Social media also plays a big part in discovery:
- 45% use social media for reviews.
- 48% look for local recommendations on social platforms.
- 47% use social media to find how-to guides.
When it comes to AI tools:
- 54% use AI for research.
- 48% employ AI for creative ideas.
- 43% use AI for analysis.
Also read about: The Clear Owl: Latest AI-Human Content Platform in 2025!
Consumer Search Personas and Their Behaviors
This fragmented search behavior has led Yext to identify six types of consumer searchers:
- The Traditionalist (24%): Prefers trusted search engines for structured answers.
- The Price Shopper (21%): Focuses mainly on deals and efficiency.
- The Explorer (18%): Uses AI to discover new ideas and connections.
- The Creator (15%): Relies on AI for creativity and brainstorming, especially Gen Z.
- The Social Proof Seeker (14%): Looks for validation through reviews or influencers.
- The Accidental Searcher (8%): Finds products by chance while scrolling social media.
Why Marketers Should Care
To be discovered, brands must be visible where consumers search. This means diversifying content across search engines, AI platforms, review sites, and social media. With users spreading their attention across so many places, marketers need to:
- Optimize for traditional search engines and SEO.
- Include AI-friendly content and tools in their strategies.
- Build a strong presence on social media for reviews and recommendations.
- Use varied content formats to reach different search personas.
Key Points Summary
- 45% of US consumers start product research on traditional search engines.
- Social media and AI tools play a major role in discovery and decision making.
- Brands must diversify their online presence to meet consumers on various platforms.
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