Shift in consumer search behaviours as younger generations favour social media

Recent findings from Omnicom Media Group reveal a significant shift in consumer search behaviours influenced by emerging technologies and platforms, particularly among younger generations who are increasingly favouring social media like TikTok over traditional search engines. The research, titled The Future of Search, highlights how consumer engagement has evolved in response to the accessibility of information across various online spaces.

Joanna O’Connell, Omnicom Media Group’s chief intelligence officer for North America, led the research initiative, which incorporated insights from diverse teams within the organisation, including those from influencer shop Creo and cultural specialists Sparks & Honey. O’Connell noted that “the real fundamental human truth is that we… have a seeking behavior wired in us,” indicating that the inherent need to search for information is being shaped by advances in AI and algorithmic applications. This has enabled consumers to engage with content in new ways that diverge from traditional text-based searches that were predominantly used on platforms like Google.

The research findings suggest that search is increasingly becoming a behaviour rather than just a channel, as younger users are turning to platforms such as TikTok and Amazon to cater to a broader spectrum of search needs. O’Connell commented on the implications of these changes stating, “That’s the genius of platforms,” highlighting how these platforms promote a “passive” search experience that appeals to this demographic.

These trends are prompting marketers and agencies to reconsider their strategic approaches to search, encompassing everything from planning and measurement to budgeting and organisational structures. O’Connell explained, “Marketers need to understand that this is happening in all of these environments, and all of these environments have their own characteristics.” This suggests that businesses must adapt their strategies specifically to the unique conditions and user behaviours exhibited by consumers on different platforms.

In alignment with these insights, Tinuiti, an independent performance marketing agency, further elaborated on the evolving dynamics of search in its recently released Big Bets for 2025 report. CMO Dalton Dorné emphasised the urgency for brands to adapt, declaring that “with AI advancing at breakneck speed, the classic blue link search output is about to feel as outdated as the clickety-clack of a typewriter.” He urged brands to abandon outdated tactics if they wish to maintain competitive relevance in an evolving search landscape.

The report advocates for diversification in search spending, encouraging brands to explore options beyond the traditional giants like Google and Amazon. This includes optimising content for AI interpretation and experimenting with new forms of advertisement, such as CPM-driven answer sponsorships, particularly in high-intent categories.

The research conducted by Omnicom Media Group surveyed approximately 1,500 consumers in late September, reflecting a comprehensive exploration of current trends influencing search behaviours. As the landscape continues to shift with the integration of AI and social media platforms, companies are presented with both challenges and opportunities in how they engage with consumers through search.

Source: Noah Wire Services