Search behaviour is undergoing a quiet revolution. What was once a near-synonym for “Googling” is now a more complex, multi-platform experience shaped by intent, topic and audience. New data from Claneo, in partnership with Appinio, reveals how different demographics approach search in 2025, highlighting a marked shift toward AI tools and visual platforms.

While traditional search engines still dominate in many areas, the study shows a growing appetite for alternatives. AI chatbots, ecommerce marketplaces and social platforms are increasingly being used to find products, research topics and explore ideas. For marketers, the message is clear: search is no longer linear and platform diversity must be reflected in your strategy.

AI Tools Earning Trust and Market Share

One of the standout findings is how trusted AI-powered platforms have become. According to the research, 79% of respondents trust AI search engines, and 77% trust AI chatbots. This puts them on near-equal footing with established players like Amazon (87%), Google (86%) and YouTube (86%).

AI tools are not only seen as reliable but are also being used more broadly. A quarter of respondents now use AI chatbots regularly, and 15% say the same for AI search engines. Use cases go far beyond simple fact-finding:

• 19% use AI for complex research or information processing

• 17% use AI for creative support

• 15% use it for text generation

Only 16% say they use AI tools purely for basic questions.

Search Is Becoming Platform-Specific

The study confirms that people now choose search platforms based on the nature of the query. For simple searches, traditional engines still lead, with 47% of respondents opting for tools like Google. AI chatbots follow at 28%, and AI search engines at 23%.

But as queries become more complex, the picture changes. Search engine usage drops to 36%, while AI chatbots (27%) and AI search engines (21%) maintain consistent levels. Platforms like Reddit also begin to surface more frequently for nuanced or peer-driven insights.

This shift is not just about information. Product discovery shows similar diversification:

• For general product searches, search engines (44%) and Amazon (41%) dominate

• For budget-conscious purchases, Walmart leads (55%), followed by Amazon and Asian marketplaces

• For more expensive items, Amazon and eBay are neck and neck at 22%, while comparison sites pick up interest

Gen Z Is Leading the Change

The generational data is striking. The youngest age group (16–27) is far more open to alternative platforms than older cohorts. While 67% still use search engines regularly, their behaviour differs in key ways:

• 34% use AI chatbots for search, significantly higher than any other age group

• 68% use YouTube for information, 65% use Instagram and 58% use TikTok

This generation’s search behaviour is shaped by format and function. They use TikTok for trend discovery, AI for deeper research and Google when needed, but not by default. The implication for marketers is significant. Reaching Gen Z requires a multi-surface approach, with tailored messaging and content across visual, conversational and traditional formats.

Social Media Is Still Entertainment-First, But That’s Evolving

While social platforms remain heavily associated with entertainment, they are also becoming functional search tools. According to the study:

• 59% use YouTube primarily for entertainment

• 54% say the same for Instagram, and 53% for Facebook

• TikTok is also entertainment-led at 51%, but growing in search relevance

Even though users may not go to social platforms intending to search, they often discover products, content or information during browsing. For marketers, that means paid and organic content on these platforms is now a core part of the discovery journey.

What People Want From Search

When evaluating where to search, users place the greatest emphasis on trust. The top priorities are:

• 49% want trustworthy results

• 38% value clarity and easy-to-understand content

• 35% prioritise competitive pricing

• 34% rely on user reviews

Visual presentation and speed are less critical. People will wait longer for content they perceive as credible and relevant. This reinforces the importance of content quality and brand authority across all platforms, whether on Google, Amazon or an AI-powered interface.

AI’s Expanding Role in Everyday Search

Beyond search, AI tools are being used in a variety of ways. The top tasks include:

• Research and complex information processing (19%)

• Learning support and creative assistance (17%)

• Text creation (15%)

Only 16% of users use AI for basic questions alone. This suggests that AI is not simply a new interface for old behaviours. It is a new category of digital assistant that users trust for more demanding tasks.

What This Means for Marketers

The research points to a fragmented but purposeful search environment. People now choose platforms based on intent, topic and trust, rather than habit. For digital marketers, this means:

• Rethinking SEO beyond Google, including AI tools and social platforms

• Creating multi-format content designed for TikTok, YouTube and Instagram search

• Adjusting marketplace strategies based on price sensitivity and product type

• Building trust through clear, authoritative and well-reviewed content

• Monitoring AI tool integration and user behaviour as it evolves

Search is no longer confined to a browser box. It is happening in DMs, in TikTok captions, in chatbot conversations and in livestream comments. Brands that understand these patterns and meet audiences where they are — visually, conversationally and contextually — will outperform in the years ahead.

About the Study

The data comes from the Claneo US Search Study 2025, conducted in partnership with Appinio. The survey involved 2,000 participants, split evenly between the US and Germany. Each country’s sample included 1,000 respondents across four age groups (16–27, 28–39, 40–51 and 52–99), evenly balanced by gender. The study intentionally avoided a population-representative sample to better highlight generational differences.