In today’s Tech News Tuesday episode, we’re talking about a new report on consumer behavior when searching online. We’ve all seen the rise of TikTok and AI tools like ChatGPT, but traditional search engines are still holding strong. In fact, a huge 99% of consumers used search engines in the past week. And the numbers show that they’re not just using them occasionally — they’re using them a lot. Around 80% of respondents use search engines multiple times a day.
The Rise of New Tools and Platforms
It’s clear that search engines remain the go-to tool for most consumers, across all age groups. But we can’t ignore that platforms like TikTok, YouTube, and even AI tools are becoming more popular, especially with younger demographics.
While search engines are still the foundation, platforms like TikTok are starting to dominate in terms of engagement, especially for people between 18 and 24. But, search still holds the broadest reach. How can marketers make the most of that?
Create Valuable Content
One big takeaway here is the importance of creating valuable, educational content. Content hubs on your website that address frequently searched questions can really help your brand stand out. This kind of content, along with strong product comparisons and third-party reviews, helps build trust and authority.
Content hubs on your website that address frequently searched questions along with strong product comparisons and third party reviews build trust and authority.
One part of this could be being featured in trusted, high-authority publications. 57% of people said they’d trust a brand more if they saw their research in outlets like USA Today or CNBC. That’s a strong signal for brands looking to expand their reach.
Reviews Influence Purchase Decisions
86% of people say they read reviews before making a purchase. And here’s something eye-opening: only 5% of people click on paid ads regularly. So, while ads still have a place, they don’t have the same influence as organic content or peer reviews.
Social Media Influences Younger Generations
Social media plays a role in influencing decisions too, especially with younger consumers. For instance, 50% of people between 18 and 24 said TikTok had an impact on their purchase decisions, but this drops significantly among older age groups.
YouTube is a platform with wide appeal across all ages, and it continues to be a strong influencer in purchase decisions, particularly for the 18-24 age group. While social media isn’t the main driver for product research, it definitely plays a role, especially among younger audiences.
The Role of AI Tools
Tools like ChatGPT are gaining traction. Nearly half of all respondents used AI tools in the past week, and among younger generations, it’s becoming almost a daily habit.
Marketers need to consider how their content is being presented in AI-driven platforms.
While search engines remain the backbone of online research, the growing influence of AI tools means brands need to think about how their content is presented not just in traditional search results, but also in AI-driven platforms. This is very fluid right now, and the next few years will require adaptability to remain relevant.
Ad-Blockers Impact on Paid Search
Nearly half of consumers, especially younger ones, are using ad blockers. If you’re relying heavily on paid ads, it’s time to consider diversifying your approach.This is where your content strategy becomes even more important. 47% of people said the best way to build trust with them is by appearing in search results with helpful, informative articles. Content that helps, rather than interrupts, is the key to staying connected with today’s consumers.
Brands that focus on creating helpful, informative content that works across different platforms, are the ones that will continue to grow and thrive.
So, what does this all mean for marketers? It’s clear that search engines are still indispensable, but we’re seeing AI tools like ChatGPT rapidly gaining traction. Social media plays a role, but it’s important to know which platforms are influencing your audience demographics. Ultimately, it’s all about having a diverse content strategy. Brands that focus on creating helpful, informative content that works across different platforms, whether that’s search engines, social media, or AI tools, are the ones that will continue to grow and thrive.
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Links in this episode: How To Create Helpful Content Post-HCU
