Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Online search behaviors - statistics & facts
The usage of search tools significantly shapes our online experiences and has become an essential aspect of understanding internet navigation behaviors. Online users increasingly rely on search tools for more than quick answers, seeking engaging experiences tailored to their unique needs and complex questions. While most search habits have been formed in the relatively stable and Google-dominated online search market, ongoing and emerging trends like social search and AI-driven search technologies gave new momentum to the future of online exploration, with younger generations standing at the forefront of testing and adopting its new developments.
Analyzing the most popular queries on Google reveals that “What to watch” was the most frequently asked question in 2024, highlighting the role of search tools for online media access consumption. At the same time, social media platforms topped the list of most popular keywords on Google search worldwide, highlighting their significance in the online search experience.
With the emergence of AI-powered online search, the industry is experiencing one of its most significant shifts. Led by the release of ChatGPT, chatbots take the role of search engines to deliver search results in a conversational style, providing a more interactive experience for users. With intensified competition among giants like Google and Microsoft, as well as start-ups and international players, the trend has brought a lot of market interest, but users remain wary about the quality of search results and the usability of these tools.
Search behaviors will adapt to the evolved technologies. Once regarded as a stable and monopolized environment, the online search environment is currently undergoing its most rapid and significant transformation, younger users’ preferences serving as the primary indicator of the acceptance of more dynamic and interactive applications. Nevertheless, the evolution of search methodologies reflects the very state and needs of the global digital landscape, emphasizing the need for adaptability in how online users find and consume information.
”Google it!”
Traditional engines continue to dominate the online search landscape, consistently being listed as the most trusted source for news and personal information. They are the leading channel for research and product discovery, being the starting point for global consumers’ online shopping journey. For over two decades, Google has maintained a powerful presence in the search engine market, becoming synonymous with online searching. With usage shares of over 90 percent in most of the largest online search markets, Google faces a lower but relatively significant competition against Microsoft’s Bing in desktop devices, and against local alternatives in specific markets.Analyzing the most popular queries on Google reveals that “What to watch” was the most frequently asked question in 2024, highlighting the role of search tools for online media access consumption. At the same time, social media platforms topped the list of most popular keywords on Google search worldwide, highlighting their significance in the online search experience.
New trends: social and AI-powered search
Social media platforms are increasingly recognized as valuable tools for users seeking information and navigating their vast content offerings and networks. The term “social search” refers to the behavior of seeking information on user-generated content platforms, including social media and video channels like Facebook, Instagram, TikTok, and YouTube, which often rank higher than traditional search engines regarding their usefulness for finding information.With the emergence of AI-powered online search, the industry is experiencing one of its most significant shifts. Led by the release of ChatGPT, chatbots take the role of search engines to deliver search results in a conversational style, providing a more interactive experience for users. With intensified competition among giants like Google and Microsoft, as well as start-ups and international players, the trend has brought a lot of market interest, but users remain wary about the quality of search results and the usability of these tools.
Younger generations lead the way
Younger generations are the main trendsetters in online search behaviors. Unlike other generational cohorts, Gen Z primarily uses alternative search methods, with traditional search engines being less popular option within this group. Additionally, younger individuals are more inclined to test and use AI tools like ChatGPT for researching purchases. Social search has emerged as the most widely adopted trend among younger generations, especially for product research and buying decisions. With the addition of "buy now" features, video platforms like TikTok and YouTube are now used more for these purposes than search engines, ranking just behind shopping websites like Amazon and Walmart.Search behaviors will adapt to the evolved technologies. Once regarded as a stable and monopolized environment, the online search environment is currently undergoing its most rapid and significant transformation, younger users’ preferences serving as the primary indicator of the acceptance of more dynamic and interactive applications. Nevertheless, the evolution of search methodologies reflects the very state and needs of the global digital landscape, emphasizing the need for adaptability in how online users find and consume information.
