Google Still Leads, But Gen Z and AI Are Shaping Search Behavior: A New Survey
Key Takeaways
Younger generations are steering a shift towards specialized, multi-platform search. And it’s interesting to note that a surprising level of trust in AI is boosting this change, as revealed by new data from a recent survey.
Evolution of Search
Searching today is evolving, moving beyond the simple notion of “Googling.” While classic search engines still rule the roost when it comes to information retrieval, more Americans are exploring social media platforms, AI tools, and eCommerce sites. The choice often depends on the specific search query and personal preferences.
Confidence in AI Tools
Americans are increasingly putting their faith in AI, with trust levels reaching notable highs:
- 79% of Americans trust AI search engines
- 77% trust AI chatbots
This puts AI in the same ballpark as well-known names, with trust levels closely trailing Amazon at 87%, and both Google and YouTube at 86%.
AI is finding its footing in various domains:
- Information gathering: 19%
- Creative tasks: 17%
- Text creation: 15%
Only 16% of users stick to AI for straightforward fact-finding.
Specialized Search Behavior
The platform used is increasingly dictated by the search’s complexity:
- For simple queries:
- 47% still use traditional search engines
- 28% prefer AI chatbots
- 23% turn to AI search
- For complex queries:
- Traditional engines drop to 36%
- 27% go for AI chatbots
- 21% use AI search
Fragmentation in Product Searches
When it comes to product searches, the landscape is equally divided:
- General product searches:
- Search engines: 44%
- Amazon: 41%
- Affordable products:
- Walmart leads with: 55%
- Expensive items:
- Amazon and eBay are tied at: 22%
Gen Z Leading the Charge
The younger demographic, particularly those aged 16–27, are at the forefront of this search transformation. They rely on AI and visual platforms more than any other age group:
- 34% of Gen Z use AI chatbots for their searches—a significant contrast to their older counterparts.
- They favor platforms like:
- YouTube: 68%
- Instagram: 65%
- TikTok: 58%
Over traditional search engines.
These younger users are more adventurous in their search habits. They’re likely to use TikTok for discovery, AI tools for research, and reserve Google for when it aligns with their specific needs.
About the Survey
Conducted from April 1-2 via Appinio, this survey included a panel of 2,000 respondents, equally split between the U.S. and Germany. The U.S. sample was balanced by gender and divided among four age groups (16–27, 28–39, 40–51, and 52–99), with 250 respondents from each group. A representative sample was intentionally avoided to facilitate clear comparisons between age groups.
The Report
Find the detailed insights in the report titled “State of Search 2025: Insights into American Online Search Behavior.”
