Search engines still lead the way in consumer habits
Consumers today overwhelmingly depend on search engines, with a striking 99% reporting recent usage and 80% using search engines multiple times daily. Another 16% use them at least once per day.
Such figures underline search engines as highly reliable and frequently used tools for information. Universality spans age groups, confirming search engines as an effective platform to reach diverse audiences. While search habits remain, younger users are expanding their digital footprint, supplementing search engine use with platforms like TikTok, YouTube, and AI tools such as ChatGPT.
Consumers predominantly turn to search engines for specific needs, such as FAQs, product comparisons, reviews, and verified insights. Modern trends suggest that brands wanting to strengthen their online presence should focus on creating content hubs that directly address common questions, provide data-driven insights, and feature detailed comparison pages. This approach positions the brand as a trustworthy, knowledgeable source, fostering a strong reputation for reliability and expertise.
Understanding the path from search to purchase
Search engines also play a central role in purchase decisions, with 86% of consumers using them to research products and 66% specifically investigating companies and products before committing to a purchase.
The importance of customer reviews cannot be understated; 86% of respondents report reading reviews before making a purchase, with nearly half (44%) always checking reviews and another 43% often doing so.
Reviews provide valuable social proof and influence purchase decisions much more effectively than paid ads, which only see frequent engagement from 5% of consumers. Most users (47%) rarely click on ads, and 27% avoid them altogether, indicating a preference for organic content over paid advertising.
Content can turn your brand into a trusted authority
In today’s digital market, online content is a tool for building trust and authority. Digital news consumption is still thriving, with 83% of respondents reading an article on a website in the past week.
Trust increases when a brand’s research is published in respected outlets, as reported by 57% of consumers.
Appearances in major publications like USA Today or CNBC not only build credibility but also bolster brand perception and consumer trust, making high-authority earned media a valuable asset.
Educational content and industry research also play a positive role, with 74% of consumers expressing favorable opinions toward brands that regularly share such content. Delivering consistent, informative resources that align with consumer interests means brands can increase their credibility and build a loyal, informed customer base.
Key takeaways for marketers in 2024 and beyond
Search engines are central to the buying journey, with 97% of consumers relying on them regularly. This reinforces their role as key points of engagement and influence in the decision-making process.
Meanwhile, the growing popularity of AI tools like ChatGPT and the strong influence of social platforms, especially among younger generations and women, highlight a need for brands to expand their digital presence and diversify their strategies.
Consumers now prioritize reviews and authentic content over paid ads, with nearly half using ad blockers. Such a trend suggests that marketers should focus on fostering trust through genuine testimonials and high-quality content.
