Recent research from Yext indicates that the era of relying on a single search source for online purchases is over, with consumers now blending artificial intelligence, social media, and peer reviews in their decision-making processes.
According to the study, only 8% of consumers trust the first place they search online, highlighting a significant shift in online discovery and shopping behaviours. The findings suggest that trust in any one platform is low, and consumers are engaging with multiple sources before arriving at a purchasing decision.
Social proof and influence
The survey reveals that British consumers lead in Europe when it comes to seeking social proof. More than half of respondents from the United Kingdom reported using social platforms, influencer content, and online reviews on platforms such as Reddit and TikTok as part of their research before making purchases. Influencer recommendations were particularly significant among Generation Z and Millennials.
The study shows that while 38% of consumers start their search on a traditional search engine, 19% now begin with an AI-powered tool, 15% go directly to a brand's website, and another 10% start on social media platforms. With nearly 60% of European respondents reporting recent use of voice search technologies, the transition away from traditional search appears to be accelerating.
In France, the embrace of AI tools is even more pronounced, with 49% of French consumers stating they trust AI tools in their everyday decision-making-slightly ahead of those who prefer traditional search engines. This trend reflects the growing integration of AI in the consumer search experience across Europe.
Changing approaches to search
The research conducted on behalf of Yext highlights frustration with current AI tools, even as their use for informational searches increases. While 51% of survey respondents use AI for fact-finding or complex queries, 40% report that AI platforms have difficulty managing nuanced or multi-layered requests. A further 35% are dissatisfied with the lack of clear citations, and many note AI's limitations in direct actions such as completing purchases or bookings.
Despite these obstacles, expectations for AI are high, particularly as platforms experiment with purchase-enabling technologies, such as WhatsApp's integration of transactional features. For now, however, crucial purchase-driving factors remain rooted in traditional search engines, peer reviews, product specifications, and price comparisons-especially for local business information.
Six emerging search personas
Yext's research identifies six distinct consumer archetypes representing the new spectrum of search behaviours:
The Traditionalist (24%) uses established search engines for reliable answers from authoritative sources and prefers familiar platforms, especially for sensitive or high-value queries such as health and finance.
The Price Shopper (21%) is focused on value, quickly comparing prices, promotions, and product reviews, and prioritising efficiency in decision-making.
The Explorer (18%) turns to AI for layered or open-ended research, enjoying the process of discovering fresh options and insights.
The Creator (15%) employs AI as a brainstorming tool for creative tasks, such as resume writing or idea generation, with Generation Z particularly represented in this group.
The Social Proof Seeker (14%) rarely makes a purchase without affirmation from others, turning to reviews, influencers, and user-generated content across platforms like TikTok and Reddit for validation.
The Accidental Searcher (8%) often discovers products unintentionally, stumbling on new opportunities while browsing or switching between platforms.
Fragmented search journey
"Search is no longer a single journey: it's a messy web of platforms, formats, and expectations," said Mark Kabana, VP, Data Innovation at Yext. "Consumers bounce between AI, social, and traditional results not out of curiosity, but because they don't trust the first answer. Brands need to stop optimizing for keywords and start optimizing for delegation. In a fragmented landscape, structured, machine-ready data is your only shot at being chosen - not just seen."
This fragmentation of the search journey has implications for both consumers and businesses. Companies are advised to reconsider their approach to search optimisation, focusing on providing accurate, structured data suitable for both machine and human interpretation in order to meet consumers wherever their search processes take them.
The survey results are based on a sample of 2,237 adults who made an online purchase within the last three months and had used voice search or conversational AI tools such as Siri, Google Assistant, Alexa, ChatGPT, Perplexity, or Claude during their information-gathering processes. Respondents were based in the United States, United Kingdom, France, and Germany, with results weighted for population, age, and gender to ensure robust representation.
Yext has also introduced an online quiz to help individuals identify their own search persona, reflecting the diversity of modern consumer behaviour in the digital marketplace.
