SOCi’s 2025 Consumer Behavior Index Uncovers a Major Marketing Shakeup
SOCi, a leader in AI-powered marketing solutions for multi-location businesses, has released its 2025 Consumer Behavior Index (CBI). The findings paint a sharp picture: traditional search strategies are crumbling under the weight of shifting consumer behavior.
The study shows that while 83% of consumers still use search engines, people are increasingly relying on other platforms. Social media attracts 73%. Navigation apps draw 58%. Review sites and AI tools each capture 19%. Brands are caught in a fractured search space where clinging to one method means falling behind.
Gen Z’s Multi-Platform Habits Are Changing the Game
Gen Z, in particular, is reshaping how discovery works. According to SOCi’s data, Gen Z users jump between an average of 3.6 platforms before making even simple purchase decisions. Instagram, TikTok, Reddit, ChatGPT, and other tools now pull attention away from old search routines.
SOCi first flagged this change in 2024, as younger users began favoring social channels over Google for local searches. They’re drawn to authentic experiences, real opinions, and peer validation — and they aren’t loyal to just one platform.
Marketers Face Shrinking Search Demand
SOCi’s Chief Marketing Officer, Monica Ho, puts it plainly: “We are not only seeing the continued use of social for search this year, but also the rise of AI search engines like ChatGPT and community websites like Reddit, which are taking market share away from traditional search engines.”
Gartner predicted in 2024 that search demand would fall by 25% by 2026. SOCi’s new data suggests that decline could arrive sooner — by the end of this year. Ho warns that brands ignoring this shift risk losing both visibility and relevance.
Adapting Marketing Strategies to Stay Seen
This moment calls for action. Marketers need to ask: Are our local pages and reviews updated? Do we show up in ChatGPT responses or Reddit discussions? Are we active on major social platforms where customers search?
Brands relying solely on Google rankings are missing the bigger picture. Social platforms, AI tools, and forums are becoming key discovery hubs. Younger generations, in particular, expect brands to meet them where they are — not just where brands want to be seen.
The Stakes for Multi-Location Brands
SOCi’s data highlights that multi-location businesses feel the impact most sharply. Search impressions are down 10% year over year. As Ho explains, “Consumers want more from their overall search experiences, and the multi-platform discovery journey is a hunt for authenticity, especially for Gen Z.”
It’s no longer enough to focus on one channel or one type of search optimization. Brands must rethink how they structure their digital presence across many surfaces.
What This Means for the Future
The 2025 CBI is a clear signal: adapt or risk being left behind. Brands need to prepare for a search landscape that no longer revolves around Google alone. They must rethink discovery across social platforms, AI engines, review sites, and community forums.
For marketers, the challenge is immediate. Customers are moving fast, shifting how they search, compare, and decide. Brands that fail to evolve now may soon find themselves invisible to the very audiences they hope to reach.