Remember when it felt like Google was the only way you could to find information online? Those days are over.

Now people are flocking to other channels, like social media, to answer their questions.

Leading them are Gen Z and Millennials, as 29% of the combined group prefer to search for information on social platforms over actual search engines. But that’s not all – generative AI’s also coming to search result pages, throwing another wrench in the way we’ve nearly always searched online.

If your brand relies on search traffic, big consumer shifts are coming that you should keep in mind. We surveyed 600+ consumers about their search habits to help you prepare.