The AI ​​causes a hurricane in searches, whose landscape completely changes

The use of AI applications as chatgpt to undertake searches in the network of networks is growing like foam, which is translating into Notable changes in the “Search” channel (totally unrecognizable if we compare it with how it was just a few years ago).

Google was synonymous with online searches for decades, but Social networks and especially the ubiquitous AI platforms are being erected in increasingly strong rivals of the celebrated search engine. A recent study carried out by OMD in Germany shows the growing relevance of “players” such as Tiktok and Chatgpt in the searches universe, where Google must necessarily share foci with other platforms.

Even when Google is still the number one search engine on the Internet, you can’t afford to fall asleep in the laurelssince the user relies more and more on alternative tools to the famous search engine. In addition, age plays an absolutely decisive role when choosing tools to dive into the depths of the network network. And younger users use social networks as a compass to find content on the Internet and are also much more open to experiment with AI applications.

On average users invest a measure of 25 minutes a day looking for content in the network of networks. And three quarters of that time is consecrated to search for mobile devices.

Google is a platform used by 98% of usersa high percentage that converts the Internet giant search engine into the most popular tool to search the network of networks. Google Youtube (82%), Instagram (65%) and Chatgpt (58%) are still popularly. The minor is, however, the popularity of Pinterest (41%) and Tiktok (37%).

The searches crown continues to go Google, which must, however, share prominence with more and more “players”

For most Users Google is still their favorite channel to undertake internet searches. 70% would choose the Google search engine if they could use a single channel to search for information on the network. Among young people assigned to generation Z this percentage contracts, however, up to 48%.

It should also be noted that 39% of younger users confess that their search habits on Google have changed radically over the last twelve months. Among the “boomers”, on the contrary, this figure sinks up to 12%.

Younger generations are leveraging the gaze more and more on 2.0 platforms such as Instagram and Tiktok to search the Internet content (In particular, when the objective is to find content of a visual nature in specific areas such as fashion and beauty, DIY and interior design, nutrition, sports and fitness and kitchen).

To provide factual information and content that requires a certain level of explanationmore and more users are using AI applications such as Chatgpt.

Depending on the content searched by the user on the Internet, His behavior is becoming more and more differentiated. When the ultimate goal is to seek inspiration or supply content directly related to the DIY, the user relies more and more on eminently visual platforms such as YouTube and Instagram. And for complex questions and issues such as finance are gaining more and more prominence of AI platforms. These changes in search habits end up reverberating in the dessert in brands.

After all, if brands want their products and services to be found in Chatgpt and company, they need to optimize content with the invaluable help of the help of the Generative Engine Optimisation (GEO). Despite being relatively new, AI tools have an increasingly prominent role in the “customer journey.” Approximately a fifth of users already imagined by buying products directly in Chatgpt and other AI platforms.

«Our research shows that LA Planning of ‘Search’ has stopped occupying a line in the medium plans. “Search” is today much more and has become a multichannel ‘mix’ where there is space for the ‘Paid Search’, the ‘social Search’, the SEO and the GEO, “explains Kathrin Franssen, Chief Media Office of OMD in Germany. «Youngerly younger consumers behave in very diverse ways and use the complete spectrum of the ‘Search’ in a flexible way depending on their needs on each occasion. In this sense, brands that aspire to be visible at the decisive moment of the search must necessarily position themselves into different platforms and integrate there natively, ”adds Franssen.