The phrase “Just Google it” is no longer a reliable cornerstone of consumer behavior. According to SOCi’s 2025 Consumer Behavior Index (CBI), digital discovery has become increasingly fragmented. While traditional search engines are still in use, consumers especially Gen Z are diversifying how they find products, services, and brands.

The New Consumer Discovery Landscape

1. Platforms Beyond Google Are Dominating Attention

• 83% of consumers still use traditional search engines.

• 73% use social media, 58% use navigation apps, 19% use review sites, and another 19% are turning to AI tools.

• Consumers are engaging with multiple sources before making even simple decisions.

2. The Gen Z Effect: A Multi-Platform Generation

• Gen Z uses an average of 3.6 platforms before making a purchase.

• Instagram and TikTok are favored for local searches over Google.

• Their behavior is driven by a desire for authenticity and validation through real experiences and stories.

3. Declining Traditional Search Visibility

• SOCi reports a 10% year-over-year drop in search impressions.

• Multi-location brands are disproportionately impacted.

• AI tools like ChatGPT are gaining influence, but they’re just one part of a larger shift.

4. The Rise of AI and Community-Driven Discovery

• Platforms like Reddit and AI engines such as ChatGPT are now critical touchpoints.

• These tools are capturing market share from traditional engines.

• Consumers increasingly expect seamless and trustworthy responses across platforms.

Strategic Imperatives for Marketers

1. Optimize Across Multiple Discovery Channels

• Ensure presence in social media, AI responses, forums, and review sites.

• Evaluate local SEO tactics—local pages and reviews are more crucial than ever.

2. Rethink Traditional SEO Assumptions

• Ranking on Google alone no longer guarantees visibility.

• Focus on being discoverable where your audience actively searches.

3. Adapt to Ongoing Platform Experiments

• Platforms are testing AI-driven search and social commerce tools to attract younger users.

• Marketers must stay agile to integrate new features into their strategies.

4. Prepare for Further Declines in Traditional Search

• Gartner predicts a 25% drop in search demand by 2026.

• SOCi data indicates we may hit that number by the end of 2025.

The search landscape is no longer a straight path to Google. It’s a fragmented ecosystem where discovery spans social media, AI tools, forums, and more. For brands—especially those with multiple locations—staying visible means embracing this complexity. Marketers must move beyond traditional SEO to ensure they meet consumers where they are. Failing to do so risks irrelevance, invisibility, and lost trust in an era of multi-platform discovery.