AI causes a hurricane in searches, whose landscape changes completely

Social media and AI platforms are increasingly overshadowing Google in the search world.

The use of AI applications like ChatGPT to perform online searches is growing rapidly, resulting in notable changes in the search channel (completely unrecognizable compared to just a few years ago).

For decades, Google was synonymous with online search, but social media and, above all, the ubiquitous AI platforms are emerging as increasingly strong rivals to the renowned search engine. A recent study conducted by OMD in Germany highlights the growing relevance of players like TikTok and ChatGPT in the search world, where Google must necessarily share the spotlight with other platforms.

Although Google remains the number one search engine on the internet, it cannot afford to rest on its laurels, as users increasingly rely on alternative tools to the famous search engine. Furthermore, age plays an absolutely decisive role when choosing tools to delve into the depths of the internet. And younger users more often use social media as a compass for finding content online and are also significantly more open to experimenting with AI applications.

On average, users spend an average of 25 minutes a day searching for content online. And three-quarters of that time is spent searching on mobile devices.

Google is a platform used by 98% of users, a high percentage that makes the internet giant’s search engine the most popular tool for searching for content online. YouTube (82%), Instagram (65%), and ChatGPT (58%) are next in popularity, while Pinterest (41%) and TikTok (37%) are less popular.

Google still holds the search crown, which must, however, share the spotlight with an increasing number of other players.

For most users, Google remains their preferred channel for conducting internet searches. 70% would choose Google search if they could use a single channel to search for information online. Among young people belonging to Generation Z, however, this percentage drops to 48%.

It’s also worth noting that 39% of younger users admit that their Google search habits have changed radically over the past twelve months. Among boomers, on the other hand, this figure drops to 12%.

Younger generations are increasingly relying on 2.0 platforms like Instagram and TikTok to search for content online (particularly when the goal is to find visual content in specific areas such as fashion and beauty, DIY and interior design, nutrition, sports and fitness, and cooking).

To provide themselves with factual information and content that requires some level of explanation, more and more users are turning to AI applications like ChatGPT.

Depending on the content users search for online, their behavior is becoming increasingly differentiated. When the ultimate goal is to seek inspiration or source content directly related to DIY, users increasingly rely on predominantly visual platforms like YouTube and Instagram. And for complex questions and topics like finance, AI platforms are gaining increasing prominence. These changes in search habits ultimately impact brands as well.

Ultimately, if brands want their products and services to be found on ChatGPT and the like, they need to optimize content with the invaluable help of Generative Engine Optimization (GEO). Despite being relatively new, AI tools are playing an increasingly prominent role in the customer journey. Approximately one-fifth of users already imagine purchasing products directly from ChatGPT and other AI platforms.

«Our research shows that search planning is no longer merely a line item in the media plan. «Search» is much more than that today and has evolved into a multi-channel mix that includes paid search, social search, SEO, and GEO,» explains Kathrin Franssen, Chief Media Officer of OMD in Germany. «Younger consumers in particular behave in very diverse ways and use the full spectrum of search flexibly according to their needs on each occasion. In this sense, brands that aspire to be visible at the decisive moment of search must necessarily position themselves on different platforms and integrate natively there,» adds Franssen.

Source: www.marketingdirecto.com