Consumer Search Behavior: Where Are Your Customers?

What is the true state of consumer search, right now? This consumer research report analyzes search behavior to understand how consumers approach local search and business discovery.

Key Findings

• 70% of all general online searches are conducted using Google.
• Nearly 3 in 5 consumers search for something online multiple times a day.
• 40% of consumers are ‘actively’ using generative AI within search.
• 85% of consumers consider the presence of contact information and opening hours an important factor when researching local businesses.
• 30% of consumers are happy to choose one business from their research and make a decision.
• 1 in 4 of Gen Z consumers use social media as their primary method for local search.
• Almost a quarter of consumers say that 41-60% of their searches are local-specific.
• 1 in 5 consumers conduct local searches directly within maps.

When you’re running a business that depends on local populations, you’ll know that you can’t just hope for the best. Relying on footfall or word of mouth alone just won't cut it. Whether digital, local SEO, or out of home, marketing local consumers requires meeting them where they are, and getting that right can take practice and time.

Meanwhile, you simply can’t move for hyperbolic headlines about an "AI takeover" in inboxes or search and digital news. It’s easy to feel overwhelmed by this when you’re trying to decide how your money, time, and effort should be spent.

So, what’s the true state of consumer search right now? We surveyed 1,000 consumers to ask about their search behavior and preferences to summarize the impact for local businesses.

1. Google Still Dominating General Search

What’s the first platform that a user defaults to when searching for something online, and how do they interact with search results? We asked consumers about the frequency of their general search behavior, the platforms they use, and whether they’re actively using AI in search.

Consumer Search Frequency

Search has become ingrained in our online behavior. It satisfies all kinds of intents, whether we are seeking instant information or browsing products to buy.

It’s no surprise, then, that almost three in five consumers (58%) said they search for something on the internet several times a day.

If we combine this figure with those consumers searching daily (24%), that tells us that eight in ten (82%) consumers are searching for something at least daily.

The Platforms Dominating General Search

Before we delve into the specifics of local search, we asked consumers what platform they would default to when conducting a general search.

61% of consumers said they default to Google for general search queries. Combined with users of Safari, this rises to 70%. Including Google Maps, it reaches 72% of consumers using Google products for search.

Only 5% use ChatGPT for general searches, while just 3% start their search directly on YouTube.

Generational Search Trends Highlight Rise in AI for Younger Searchers

While Google remains the default search platform for all generations, less than half of Gen Z (49%) default to Google for general search, compared to 62% of Millennials, 64% of Gen X, and 66% of Boomers. 10% of Gen Z consider ChatGPT their default search platform, double the population average.

40% of consumers said they actively use generative AI when searching online.

2. Map Searches Take Large Slice of Local Pie

So, how does consumer search behavior change with local intent? Our hypothesis was that we’d see more variety in the default platforms that consumers are using, especially among map tools and social media.

How often are consumers searching with local intent?

While we can’t confirm a definitive number of local searches, we did ask consumers to estimate their local intent. Two in five (39%) consumers estimated that at least 41% of their searches are dedicated to finding local businesses.

Key Platforms for Local Search

Google remains the clear frontrunner with 45% of consumers saying they default to that for local searches. Combined with Safari, this totals 53%.

15% use Google Maps directly for local searches. Social media platforms account for 14% of consumers' local search methods.

Trust, Relevance, or Variety: What matters to consumers when searching?

The majority of users prefer Google and Safari because they are accustomed to them. Those preferring Google Maps find it offers more relevant results.

Generational Preferences

When examining these preferences by generation, Google’s dominance for local search persists, with significant usage among Boomers and Gen X. Only 30% of Gen Z use Google, with 18% choosing Google Maps.

3. Following the Local Search Journey

Next Steps and Decision-making

67% of consumers often check business reviews after conducting a local search. Meanwhile, 49% plan their travel route to the chosen business, and 56% verify the accuracy of business information online.

What are the deal-breakers for consumers when choosing a local business?

46% feel the presence of contact information and opening hours is very important, with 85% viewing it as an important factor.

4. Impact for Businesses: What It Means for You

Be Where Your Customers Are Searching

Local marketing involves meeting consumers where they spend their time searching. While Google is dominant, other platforms also attract consumers.

Optimize for Maps Visibility

One in five consumers conduct local searches within maps, emphasizing the need to optimize business listings for visibility.

AI Isn’t Taking Over Search Behavior (Yet)

The number of consumers using AI platforms as their default search methods is low, but younger generations show an increased engagement with these technologies.

Summary

In this report, we covered consumer search behavior, focusing on the actions they take in their local search journeys. Stay tuned for further research on consumer motivators.