Consumer search behaviors are shifting, marketers — new data

Consumer search behaviors are shifting, marketers - new data

Updated: 09/16/25

For what seems like ages, "Google" has been synonymous with "search." Have a question? Google it. Looking for a product? Google it. But consumer search behavior has changed.

Now, people are flocking to other channels. Gen Z and Millennials are leading the change, as 29% of the group prefers to search for information on social media over actual search engines.

But that's not all - generative artificial intelligence (AI) is also coming to search result pages, throwing another wrench in old habits. If your brand relies on search traffic, big consumer shifts are coming (and already on their way). To help you prepare, here are the most significant trends we found after surveying 700+ consumers.

Table of Contents

• TLDR: How Consumer Search Behavior Is Changing & What Marketers Should Do About It
• What is consumer search behavior?
• How Consumer Search Behaviors Are Changing
• How to Adapt Your Strategy to New Consumer Search Behavior
• Frequently Asked Questions about Consumer Search Behavior

TLDR: How Consumer Search Behavior Is Changing & What Marketers Should Do About It

Consumer search behavior is rapidly evolving, with users now turning to social media, mobile devices, and AI-powered tools alongside traditional search engines. Recent data shows that over half of Gen Z and Millennials actually prefer social platforms for discovery, while mobile searches continue to outpace desktop.

With these two groups quickly becoming the most powerful market share, marketers need to evolve their search behavior to stay competitive.

This means optimizing content for multiple platforms, prioritizing mobile and local SEO, and preparing for AI-driven search. With HubSpot's integrated marketing tools, you can start optimizing your search approach today.

What is consumer search behavior?

Consumer search behavior refers to how people discover, research, and find information online before making purchases.

Today's consumers don't just "Google it" anymore. They use social platforms, AI chatbots, voice assistants, and even visual search tools to find what they need. (This has been a big one for me lately.) They read reviews, watch unboxing videos, or do price comparisons.

This shift in consumer search habits demands a new approach to digital marketing strategy - one that meets customers wherever they choose to search.

How Consumer Search Behaviors Are Changing

So, what does consumer search behavior look like in 2025? Let's break down some of the biggest trends and some telling statistics by category to discuss what it all means for your search behavior marketing.

AI search is on the rise.

1. 72% of consumers report planning on using gen AI-powered search for shopping in the future.

While Google remains the top research destination (more on that later), our research found that consumers plan to search for products more and more on apps like ChatGPT and Perplexity.

In fact, according to GWI, 31% of Gen Zers report they already use AI platforms or chatbots most frequently to find information online, while roughly the same amount also hope to see the research experience only improve.

Add the fact that when researching a brand or product, 59% of consumers prefer to gather information themselves rather than speak to another human, and it's no wonder experts expect ChatGPT alone to take 1% of the search market in 2025.

Ok, that was a lot of numbers, but I think it makes the picture's pretty clear.

The days of being able to ignore answer engine optimization (or AEO) are long gone. AI is quickly becoming a part of popular consumer search behavior, and marketers need to react accordingly.

Not sure where to start? First, you'll want to see how your website, products, and brand currently perform with answer agents. Our free AEO grader will reveal how AI interprets your brand and give you a score out of 100.

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It'll also give you detailed competitive analysis, brand sentiment scoring, and strategic recommendations to improve your score. HubSpot's Breeze AI in particular can aid your efforts to improve your brand's AI visibility. (How's that for meta?)

Social media is increasingly becoming the preferred search channel.

2. 31% of consumers use social media to find answers to their questions.

Our studies found one in three consumers use social search to find answers online. This is actually over double the amount of people who are using AI, and honestly, it's not a huge surprise.

Social media is where people hang out. It gets a bad rap for "brain rot," but there's also a wealth of educational and helpful information. From how-tos and life hacks to news, people across every generation are consuming content across some form of social media.

In fact …

3. 29% of Gen Z and millennials prefer social media over search engines.

While just 15% prefer social search over search engines overall, combined, 49% of Gen Z and Millennials prefer social.

That's a significant chunk that will likely only grow, especially as these platforms also incorporate artificial intelligence. (Think Meta AI on Facebook and Instagram, for example.)

When thinking about future strategies, this could be a major shift for marketers as younger generations come into full buying power as they rise in career ranks and generate more income.

Our research shows that B2B marketers plan to invest more in LinkedIn, while B2C marketers are looking to TikTok. Both of these moves reflect how shoppers research new products and services personally and professionally.

Traditional search still reigns supreme.

4. Most consumers still turn to Google first for general search.

All this hype might have you thinking search engines are dying, but SEO teams shouldn't go into panic just yet - if at all.

While 79% of those who have already used AI for search believe it offers a better experience than traditional search engines, most people still default to Google for general search queries, according to BrightLocal. And that's not even including Google Maps or users with Google as their default search engine on Safari.

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Only 5% said they default to ChatGPT for general searches, while only 1% use voice assistants. But why? Isn't AI the new internet darling?

Yes, but not entirely.

Our studies found that one in three consumers uses AI tools like chatbots and ChatGPT, but trust is still very low. In fact, 45% of consumers admit feeling hesitant about AI, considering potential bias, misinformation, and data privacy, among other things.

This is also likely why our research has found consumers still believe search engines are most effective at answering their questions.

So, overall, while alternatives are gaining traction and improving functionality, traditional search is still a go-to for consumers looking for answers.

Plus, search engines are incorporating their own AI responses to searches and answer engine optimization (AEO) is still in its infancy. It's unclear if search rank has an influence on agent mentions and there's still a chance it does.

Things are changing fast, though. So, we'll be paying attention.

Mobile search is still popular.

5. 54% of consumers primarily use phones to search.

Consumers we surveyed say they use mobile phones more than any other device when searching for questions online. But, similarly to social search preferences, mobile-first search habits become even more drastic in younger generations.

A whopping 80% of Gen Z use their phones most often when searching, with Millennials (62%) and Gen X (66%) not far behind.

Our latest Consumer Trends report also shows consumers shop on their phones more than any other device. That's particularly true for Gen Z, of which 81% use their phone as their primary shopping device.

This mobile-first approach highlights just how critical it's becoming to optimize web experiences for mobile search platforms and adapt to the preferences of younger generations.

Consumer search is more local than you may think.

6. The majority of consumers say at least 21% of their searches are local-specific.

A study by BrightLocal found, 71% of consumer searches are estimated to be dedicated to local searches. More specifically 32% estimating 21-40% of their searches were local, 24% estimating 41-60%, 11% estimating 61-80%, and 4% estimating 81-100%.

If your business has a specific service area or physical location, localization and local SEO should be a part of your marketing strategy.

7. 1 in 5 consumers conduct local searches directly within maps.

One habit I've found myself doing in recent years is using Google Maps to search for places to eat, stay, etc when travelling. I'll type in the address of where I'm going then zoom in to see what's close by.

Apparently, I'm not alone.

Google Maps, Apple Maps, and Bing Maps combined make up 20% of default local search platforms for consumers. So, if relevant, you want to make sure your business is set up to appear in results.

8. 1 in 4 of Gen Z consumers use social media as their primary method for local search.

Social media plays a big role in local search as well. With location tags and user-generated content, it's common for consumers to learn about businesses in their geographic location or those they're going to be in.

Take me, for example. On Instagram, I have collections where I save places and restaurants I'd like to visit by state, city, or country.

Visual search is up-and-coming.

9. At least 42% of consumers are somewhat interested in using visual search.

If you've been on Google or Amazon lately - and who hasn't - you've likely seen this feature.

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It's a camera icon or photograph on or next to the search bar (like in the screenshot above) that allows users to upload a picture of a physical item they want to learn more about.

This can be useful for a number of different searches. It can identify plants or animals, styles of furniture, or most useful to businesses, show users exactly where they can buy a product like the one in the picture. That was me several times this summer trying to find out where I could buy a specific dress or pair of pants.

According to eMarketer, only about 27% of people are doing the same right now (with Gen Z and Millennials leading the way), but an encouraging 42% are interested in trying it out.

Amazon has also reported a 70% increase in visual searches worldwide year-over-year, while Google gets about 20 billion Lens searches a month, 4 billion related to shopping.

Visual search is growing and with the prevalence of mobile shopping, it can truly be used by marketers to increase conversions and sales.

How to Adapt Your Strategy to New Consumer Search Behavior

Now, understanding these shifts in search behavior is just the beginning. Here's how to optimize your digital marketing strategy for the evolving search landscape.

(Dig even deeper in our free AI search guide: "How to Rank on AI Search: 5 Strategies to Stay Visible in the AI Era")

1. Invest in AEO.

The 2025 State of Marketing revealed that 19% of marketers are building SEO strategies for generative AI search, and nearly half of B2B and B2C (both 47%) marketers have noticed an increase to their web traffic as a result of consumers using AI search.

These numbers are not to be taken lightly. They show a dramatic shift in consumer search behavior and potential competitors' strategies.

While AI adoption is still emerging, early AEO can help position you ahead of the curve.

Here's what you can do:

Conduct an analysis of your brand.

First and foremost, you need to assess your brand's current visibility in AI search, brand sentiment, perception in AI search engines, and how you compare to competitors. I mean, you can't know how much work needs to be done until you know where you stand currently, right?

A tool like HubSpot's free AI Search Grader can do this for you.

Study content featured in AI search responses

What's already showing up in AI agents and engines? Look at who's "winning" and what their brand is doing that perhaps yours isn't. You can also use Perplexity, Gemini, and Google's suggested follow-ups and "People Also Ask" questions to identify gaps in your content marketing.

Analyze AI-generated citations to see where competitors are getting mentioned and examine how AI overviews are structured and formatted.

Structure content for AI comprehension.

Speaking of structure, all the principles of creating high-quality content still apply with AEO. Use clear headers, bullet points, and direct answers to common questions. Optimize for featured snippets and focus on user intent.

Overall, you want to build authority and backlinks to signal to LLMs that you're a trusted source and expert in your future content marketing. AI systems tend to prioritize credible, well-sourced information.

Pro tip: Create comprehensive topic clusters. AI tools synthesize information from multiple sources, so thorough coverage matters. Learn more about "topic clusters" here.

Build a strong multichannel online presence.

AI models aggregate data from diverse sources, so it's important to establish a strong presence and reputation as an expert across multiple channels.

Make sure you're participating in online discussions, monitoring and responding to reviews and feedback, and crafting a compelling narrative around the problems your product solves.

From blogging to social media and analytics. Marketing Hub has all of the tools you need to adapt your marketing strategy to new consumer search behaviors. The best part: You can get started with it for free.

2. Optimize for social search success.

Our recent report found 84% of marketers agree that consumers will search for brands on social media this year. With that in mind, your social media strategy needs a search-first mindset.

Here's what you should do:

Create searchable content.

Use relevant hashtags, keywords in captions, and descriptive alt text on any visual content. This will help make it easier for algorithms to crawl and retrieve your content for users, as well as index the content for users to find on their own.

Pro tip: Video is the name of the social media game in 2025 - three of the top five most-used social platforms across both B2B and B2C brands are YouTube, Instagram, and TikTok, and these are the platforms driving the most site traffic, social engagement, and audience growth.

Get platform-specific.

Every social media platform has its subtle nuances and features. Optimize for TikTok's search algorithm, Instagram's Explore page, and YouTube's suggested videos. Also make sure you abide by any technical specifications such as aspect ratio, dimensions, file size, and file type.

Build topic authority.

Consistently create content around your core topics to establish relevance in social algorithms. Not only does this give the platform's information about what you're about, but your audience as well.

HubSpot's social media management tools can not only help you schedule and publish social media content to accomplish these goals, but also create, analyze, and monitor that content.

3. Master mobile-first optimization.

When I first got started in digital marketing, mobile optimization was a big topic of discussion. We preached making sure websites were set up to offer the best user experience from a browser, but today, that's a big factor in mobile search ranking as well.

With mobile search dominating across all demographics, mobile optimization is non-negotiable.

That means you should:

Focus on site speed.

Aim for page load times under three seconds on mobile devices. Faster websites offer a better user experience, in turn minimizing bounce rates and improving your search rank.

Pro tip: AI can help.

Read: Understanding Technical SEO: Audit Fundamentals + Detailed Checklists

Design for thumbs.

Ensure buttons, links, and interactive elements on your website are easily tappable. Similarly, make sure it's easy to scroll or swipe through your content.

Prioritize local search.

Mobile searches often have local intent. People are looking for something nearby as they're on the move. So, be sure to optimize your Google Business Profile and local SEO.

Pro tip: The HubSpot Marketplace is full of free mobile-responsive website templates to help make optimization easy for you.

4. Cater to your target generation.

Remember, while most trends we discussed are consistent across generations, there are subtle nuances that vary.

For example, while all generations are using social media, younger generations are flocking to Instagram and TikTok, while older generations are still enjoying YouTube. Cater your search behavior marketing to the generations you're trying to reach.

5. Maintain your search engine foundation.

With all the talk about AI and social media, it's easy to think you can ignore traditional SEO - but that would be a big mistake. Traditional search engines remain the backbone of online discovery. In fact, traditional search rank may even impact AI visibility. It's still unclear.

Knowing that, continue investing in SEO fundamentals while expanding to new channels. That means continuing to work on your:

• Technical SEO: Ensure crawlability, site structure, and Core Web Vitals meet standards
• Content depth: Create comprehensive resources that search engines can confidently recommend
• User intent alignment: Match content to the specific needs users express through their searches

Frequently Asked Questions about Consumer Search Behavior

What are the 5 stages of the buyer's journey?

The buyer's journey typically follows five key stages, each with distinct search behaviors:

1. Problem Recognition (or awareness): Consumers identify a need and begin broad searches for solutions.
2. Information search: They actively research across multiple platforms and sources, including possible search engines, social media, or even AI.
3. Evaluation of alternatives (or consideration): Here, the consumer is comparing options, reading reviews, and seeking recommendations to determine which is the right solution for their needs.
4. Purchase decision: The consumer has identified the solution they want and are now looking at availability and how to get the best deal.
5. Post-purchase behavior: Searching for usage tips, support, or sharing their experience in reviews or feedback forms. This also could include making referrals or even a repurchase.

How have consumer search habits changed in recent years?

Consumer search habits have evolved dramatically. While traditional search engines remain dominant, we're seeing a shift toward multi-platform search strategies. Key changes include the rise of social media search, mobile-first behavior, and emerging AI tool adoption.

Why is understanding search behavior important for marketers?

Search behavior insights directly impact marketing effectiveness. By understanding where and how your audience searches, you can refine your content to improve visibility and connect with consumers at crucial decision moments. This knowledge drives better ROI and helps your brand appear wherever customers look for solutions.

What percentage of consumers use social media for search?

One in three consumers use social search to find answers online. Thanks to enhanced algorithms, hashtags, and even AI assistance, social media can deliver robust answers to users that include content created by peers and sources they trust.

Why is mobile search becoming more important?

Statista reports that over half of global web traffic comes from mobile use, making mobile-first design essential to any marketer and brand. With mobile use being such a prominent consumer search habit, it would be misguided of marketers to neglect mobile optimization in their strategy,

How should marketers adapt to changing search behavior?

Marketers must embrace a hybrid strategy-that includes traditional SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO)-to remain visible across AI-powered search answers, voice assistants, and conversational tools.

The rise of AI-driven search tools like ChatGPT and Perplexity, now capturing shifting chunks of search traffic, requires marketers to also optimize for AI-first formats and zero-click summaries.

Additionally, including structured data, engaging FAQ formats (like this one), and ensuring accurate, brand-level information support visibility in AI-generated results and voice search and helps position brands to still get found by their target audiences in today's market.

What role does AI play in future search behavior?

AI-powered search tools are reshaping discovery. Tools like ChatGPT and Perplexity now account for approximately 5.6% of U.S. desktop search traffic as of mid-2025, more than doubling in a year.

Major players like Google are embedding AI Overviews into search results-reaching billions of users and enhancing user experience, though at the cost of fewer website click-throughs.

This shift demands that brands build content designed for direct citation by AI and cultivate authentic user-generated reviews and community voices, which AI tools increasingly reference.

Which search platforms should businesses prioritize? Which search platforms should brands prioritize for maximum visibility?

This depends on your business, product, and audience, but here are some general guidelines that are worth experimenting with.

Google remains crucial for broad reach, but businesses must also diversify across emerging platforms and search modalities. Social media platforms like TikTok, forums like Reddit, and even AI chat tools like ChatGPT are becoming powerful search destinations, especially among younger or trend-driven audiences.

Additionally, optimizing for voice, visual, and local search - via tools like Google Lens, structured markup, and local business profiles- offers visibility where intent is rich and immediate.

Adapting Your Strategy to New Consumer Search Behavior

In 2025, consumer search behavior is no longer defined by a single platform or habit - it's multi-channel, contextual, and available on-the-go.

While traditional search engines still anchor the experience and hold great power, social media, AI-powered tools, and mobile-first habits are adding new complexity and dimension. As a marketer, you need to stay flexible and experimental. This vigilance and early adoption is what will keep you relevant and easy to find when consumers go looking.

Editor's note: This post was originally published in August 2023 and has been updated for comprehensiveness.

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