Claneo SEO Research Study
State of Search 2025: Insights into American Online Search Behavior
Claneo SEO Studie
“Googling” has been the umbrella term for digital searching for decades. When someone is looking for something on the internet, they normally Google it. But is that still true? Our current SEO Research Study 2025 provides fascinating insights into Americans’ search behavior.
In recent years, new platforms like AI chatbots and social media platforms have fundamentally changed digital search behavior. “Googling” is still the common umbrella term for online search, but it’s no longer the only option.
Together with the market research tool Appinio, we surveyed 2,000 people in the USA (analysis on this landing page) and Germany to see if search behavior has changed and whether different platforms are preferred for specific purposes.
The results show that search behavior is becoming increasingly specialized, AI solutions are rapidly gaining importance, and platform choice depends heavily on the specific search need and target audience. Our study provides valuable insights for anyone who wants to understand how people search online for information, products, and brands in 2025.
Frequency of Platform Usage
The digital landscape shows clear preferences in platform usage. Search engines dominate with 72% using them multiple times per week, underscoring their central role in daily digital life.
Social media follows with high usage rates. YouTube leads with 63% frequent usage, followed by Facebook (59%) and Instagram (48%).
AI technologies are gaining traction, with 25% regularly using AI chatbots, and 15% of users regularly use AI search engines.
Age differences also shape usage patterns. The youngest age group (16-27 years) shows differentiated behavior. They use search engines somewhat less (67%) but strongly favor visual platforms like YouTube (68%), Instagram (65%), and TikTok (58%). Particularly noteworthy is their affinity for AI chatbots (34%), which notably exceeds other age groups. This age group also uses AI chatbots significantly more often to search for information than those in other age brackets.
Search Behavior Becoming More Specialized
Specialization in Information Seeking: Simple vs. Complex
Search preferences vary significantly based on information complexity. For simple information queries, traditional search engines maintain their dominance at 47%. AI chatbots are used by 28% of users, followed by AI search engines (23%) and Reddit (21%).
Complex information searches show a more competitive landscape. Search engines still lead but with a reduced margin at 36%, demonstrating users’ willingness to explore alternatives for sophisticated queries. AI chatbots remain strong at 27%, while AI search engines hold 21% and Reddit maintains 20%.
Specialization and Generational Differences in Product Search
Product search preferences reveal platform specialization by purchase intent. For general product searches, search engines lead at 44%, closely followed by Amazon (41%) and Walmart (32%).
Budget considerations drive platform selection. When searching for affordable products, Walmart dominates at 55%, with Amazon at 51% and Asian e-commerce platforms capturing 45%. For expensive purchases, eBay and Amazon tie at 22%, while price comparison sites reach 16%.
Young People Increasingly Use Social Media & AI Chatbots for Information Search (Where do you search for information online?)
What Do You Use Social Media For?
Even though social media is used frequently to search for products, it is still mainly used for entertainment and trends (YouTube 59 %, Instagram 54%, Facebook 53%, TikTok 51%) .
Online Search Must Be Trustworthy and Comprehensible
Users prioritize trustworthiness when evaluating search results. Clarity and accessibility follow, with users prioritizing easily understandable content and competitive pricing for purchases. User reviews and visual presentation also seem to notably influence decisions. Loading speed ranks lower than content quality, with users accepting delays for credible information.
AI-powered solutions have earned user trust. With confidence ratings of 79% for AI search engines and 77% for AI chatbots, it’s clear that these technologies are perceived not only as innovative but also as reliable.
While established platforms like Amazon, Google, and YouTube enjoy the highest level of trust, Asian e-commerce platforms such as Temu, Shein, or Alibaba are trusted significantly less.
Trust in Online Platforms
Search Behavior by Subject: Platform Usage Patterns
Platform selection varies significantly by search topic. Users consciously switch between different platforms depending on their specific information needs. Clear preferences emerge for particular subject areas, with distinct platform choices reflecting the specialized strengths and user expectations associated with different types of content and search objectives across the digital landscape.
Search engines dominate as the primary destination with 64% of users choosing it as their first stop for general information searches. YouTube follows at 22%, while AI chatbots comprise 17% and AI search engines account for 8% of initial search preferences.
When searching for products, search engines take the lead with 44% of users selecting them as their first choice. Amazon follows closely at 41%, while Walmart comprises 32% of product search preferences, showing a more distributed landscape compared to general information searches.
For brand-related product searches, search engines maintain their leadership position at 36%, followed by Amazon at 33% and Walmart at 23%. AI-platforms are noticeably lower, not quite reaching 20%.
For clothing searches, Amazon is the top choice with 38% of users choosing it as their main platform, with specialized fashion platforms and Walmart following closely. Niche fashion retailers like Nike or Macy’s also attract a significant portion of users (25%).
Search engines such as Google dominate financial product searches as the default choice for 40% of users. Direct bank and insurance company websites account for 24%, while online guides and finance portals like Investing.com or Yahoo Finance make up 18% of search preferences.
For Ttechnology product product-related searches, are dominated by search engines dominate with 39% of users choosing it them as their main choice. Amazon follows at 28%, while consumer electronics platforms like Target.com and Best Buy hold 27% of technology product search preferences.
Google leads travel planning searches, chosen by 39% of users, while online booking platforms attract 35%. Travel comparison sites also play a notable role, accounting for about a quarter of travel search preferences.
For health information, Google is the go-to source for 46% of users. Health-specific platforms are the next most popular, used by 34%, while YouTube serves as a resource for about one-fifth of health-related searches.
For help and tutorials, Google remains the top choice, used by 56% of users. YouTube is the second most popular option at 34%, while AI chatbots are emerging as a resource for nearly one-fifth of these searches.
For local business searches, search engines are predominantly used by 54% of users. Online maps are the second most popular option, preferred by 26%, while Facebook serves as a resource for 16% of these searches.
AI Usage: Growing Versatility in Daily Digital Tasks
AI applications are expanding beyond traditional search. Users increasingly rely on AI for complex tasks, with information processing and research/learning each accounting for 19% of usage. Creative support follows closely at 17%, while simple information queries make up 16%. Text creation, at 15%, completes the top AI applications, showcasing AI’s versatility across various user needs and task complexities. Notably, usage patterns differ significantly by region: nearly 40% of users in the observed group do not use AI for any of the suggested tasks, compared to only around 29% in Germany.
For which functions or applications do you use AI chatbots and AI search engines like ChatGPT, Gemini, Perplexity, etc.?
Conclusion
The digital search landscape in 2025 reveals a shift from the monolithic “Google everything” era to a sophisticated, multi-platform ecosystem. While search engines such as Google maintain their dominance in general information searches, Americans are increasingly adopting specialized search strategies that match platforms to specific needs.
The rise of AI technologies represents perhaps the most significant disruption, with 25% of users regularly engaging with AI chatbots and gaining trust in AI-powered solutions. This trend is particularly pronounced among younger generations, who are pioneering new search behaviors by favoring visual platforms like TikTok and Instagram for product discovery while embracing AI tools for complex information processing.
The data demonstrates that successful digital marketing strategies must now account for this platform diversification. Brands must develop nuanced approaches that consider where their target audiences actually search for different types of products and information.
As search behavior becomes increasingly specialized and AI adoption accelerates, marketers who understand these evolving patterns will gain significant competitive advantages. The future belongs to those who can navigate this complex, multi-platform search ecosystem and meet users where they are — not where they used to be.
Methodology: How the Data Was Collected
The survey was conducted on April 1 and 2, 2025, using the market research tool Appinio. A total of 2,000 people participated in a panel survey — 1,000 each from Germany and the USA, with an exact gender distribution of 500 women and 500 men respectively.
To enable meaningful comparisons between age groups, a population-representative distribution was deliberately avoided. Instead, 250 qualified responses with equal gender distribution were collected in each of the four defined age groups (16–27, 28–39, 40–51, 52–99).
The complete dataset can be made available upon request if desired.
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