How People Search Today: A Study on Evolving Search Behaviors in 2025

“Is Google dying?”

It’s a question that has dominated digital marketing discussions. With Google’s global search market share dipping below 90% for the first time since 2015 and the explosive rise of AI platforms like ChatGPT, many proclaimed the death of traditional search as we know it. Social media feeds filled with predictions about the end of SEO, while marketing publications debated whether Google could maintain its dominance in an AI-first world.

But what’s actually happening with search behavior in 2025? Are people really abandoning Google for AI chatbots? Has the way we search for information fundamentally changed?

To answer these questions, we surveyed 1,500 Americans about their search habits, preferred platforms, and how their behavior has changed over the past year. What we discovered paints a more nuanced picture than the headlines suggest – one where traditional search engines, AI tools, and social platforms each play distinct roles in how people find information online.

Key Findings

• While 20.2% of Americans have changed their primary search platform in the past year, the shift isn’t a wholesale abandonment of traditional search
• 71.5% now use AI tools like ChatGPT for searching, but only 14% use them daily – most people use AI as a complement to, not replacement for, traditional search
• Search behavior varies significantly based on the type of information being sought, with different platforms dominating different types of queries
• The generational divide in AI tool adoption is smaller than expected, suggesting broad acceptance across age groups
• Platform preferences shift dramatically based on search intent, with traditional search engines still dominating certain types of queries

The Reality of AI Search Tool Adoption

Despite predictions of AI tools completely disrupting traditional search, our study reveals a more complex reality. While AI-powered search assistants have gained significant traction, they’re largely being used alongside, rather than instead of, traditional search engines:

• 14.0% use AI tools daily
• 23.3% use them weekly
• 7.1% use them monthly
• 27.1% use them rarely
• 28.5% have never used AI tools for searching

Our data shows that 71.5% of respondents are now using AI tools for at least some of their searches, with varying frequencies of use. The pattern of usage suggests that AI tools are finding their own niche in the search ecosystem rather than replacing traditional search engines entirely.

How Search Behavior Varies by Intent

One of the most striking findings from our research is how dramatically search behavior changes based on what people are looking for. Different types of queries lead to different platform preferences:

General Information Searches

Traditional search engines remain the primary platform for general information queries, with 79.8% of users preferring these platforms. While 20.2% report changing their preferred platform in the past year, this shift appears to be more about diversification than abandonment of traditional search methods.

AI tools are particularly popular for specific types of general information queries, especially those requiring detailed explanations or step-by-step instructions. Users report choosing AI platforms when they need more conversational, detailed responses to complex questions.

Shopping Searches

For product searches, we found that users employ multiple platforms, each serving different stages of the buying journey:

• Traditional search engines (Google, Bing) lead for initial product research
• E-commerce platforms (Amazon, Walmart.com, Target.com) dominate for direct product searches
• AI tools (ChatGPT, Claude, Bard) are preferred for product comparisons and recommendations
• Social media platforms (Instagram, TikTok, Pinterest) excel in discovery-based shopping
• Specialized shopping platforms (Etsy, eBay) serve niche product searches

Local Business Searches

When it comes to finding local businesses, our data shows clear platform preferences:

• Google Maps and Google Business Profiles dominate for location-based queries
• Social media platforms (Facebook, Instagram, Nextdoor) show strength for restaurant and entertainment venues
• Review sites (Yelp, TripAdvisor) maintain importance for service-based businesses
• Local directories (Yellow Pages, BBB) still see use for specific service categories
• AI tools see minimal use for local business searches, suggesting this remains a stronghold for traditional search

Search Behavior by Generation

Our study revealed fascinating insights about how different generations approach search:

Generation Z (Ages 18-26)

• Most likely to use multiple search platforms
• Strong adoption of AI tools with 82% using them at least occasionally
• High engagement with visual search and social media platforms
• Preference for starting product searches on social media

Millennials (Ages 27-42)

• Balanced use of traditional search and AI tools
• Strong adoption of AI for professional and educational queries
• Active users of voice search capabilities
• Most likely to vary platform choice based on search intent

Generation X (Ages 43-58)

• Solid adoption of AI tools with 65% using them at least occasionally
• Strong preference for traditional search engines
• Growing comfort with voice search
• Tendency to stick with preferred platforms

Baby Boomers (Ages 59-76)

• 45% use AI tools at least occasionally
• Highest loyalty to traditional search engines
• Increasing adoption of voice search
• Preference for straightforward search interfaces

Platform Usage Patterns

Our research reveals clear patterns in how people use different search platforms:

Traditional Search Engines (Google, Bing)

• Remain dominant for fact-finding and navigational searches
• Excel in local business searches
• Preferred for news and current events
• Strong in product research phase

AI Tools

• Popular for complex queries requiring detailed explanations
• Frequently used for educational content
• Strong in comparison-based searches
• Often used for creative tasks and brainstorming

Social Media Platforms

• Growing strength in product discovery
• Dominant for trend-based searches
• Popular for recommendations and reviews
• Strong in visual search scenarios

What This Means for Businesses

Our survey data reveals several key implications for businesses looking to optimize their online presence. Here’s what the data tells us businesses should consider:

1. Maintain Strong Traditional Search Presence While Expanding to AI

Our data shows that while AI adoption is significant, traditional search remains important:

• 71.5% of users now use AI tools, but traditional search remains the primary platform for most users
• Only 14% use AI tools daily, while 28.5% have never used them
• 20.2% of users have changed their primary search platform in the past year

Action Items:

• Maintain strong traditional search presence as it remains the dominant platform
• Develop content that can be found through both traditional search and AI tools
• Monitor how your content appears in AI tool responses

2. Adapt to Different Search Behaviors

Our survey shows that users employ different search methods based on what they’re looking for:

For General Information:

• Focus on traditional search optimization as it remains the primary platform for general queries
• Create content that addresses specific user questions, as the data shows users are using both traditional search and AI tools for information queries

For Local Business Visibility:

• Prioritize traditional search presence as it remains dominant for local queries
• Maintain consistent business information across platforms
• Focus on platforms where users actively search for local businesses

3. Consider Usage Patterns

With our data showing varied AI tool usage patterns:

• 14.0% daily users
• 23.3% weekly users
• 7.1% monthly users
• 27.1% rare users
• 28.5% non-users

Businesses should:

• Maintain presence on both traditional and AI platforms
• Create content that serves both occasional and frequent AI users
• Continue prioritizing traditional search while developing AI-ready content

4. Cross-Generation Strategy

Our data shows that AI tool adoption spans all age groups, with less generational divide than might be expected. Businesses should:

• Avoid making assumptions about platform preferences based solely on age
• Focus on search intent rather than specifically demographic targeting
• Maintain presence across platforms used by all age groups

These findings suggest that while the search landscape is evolving, businesses should focus on maintaining strong traditional search presence while thoughtfully expanding into A models. The key is to serve users across all platforms where they’re actively searching, while being careful not to abandon proven traditional search strategies.

Methodology

This research was conducted through an online survey of 1,500 U.S. residents in January 2025. The sample included representation across different age groups, regions, and demographics to ensure accurate representation of the American population.

Key demographic breakdowns:

• Age ranges from 18-76
• Geographic representation across all U.S. regions
• Various income levels and educational backgrounds
• Equal gender representation

Fair Use Statement

Feel free to share these findings for non-commercial purposes, provided you link back to this original source.

About the Study

This research was conducted by HigherVisibility in January 2025, surveying 1,500 US-based respondents across various age groups and demographics. The study aimed to understand modern search behavior patterns and how they vary across different user segments and search intents.