A new report from adMarketplace is making waves in the advertising world, revealing that Americans are searching for information in ways that look very different from just five years ago. The study, “The State of Search in 2025,” found that 55% of consumers have changed how they search for products and brands, shifting away from traditional search engines like Google and embracing native search experiences.
For businesses and advertisers, this isn’t just an interesting statistic—it’s a wake-up call. The old playbook for search advertising may not work much longer. Consumers are now finding products through online ads, alternative browsers, Buy Now, Pay Later (BNPL) apps, and editorial sites, making it critical for brands to rethink how they reach their audience.
Consumers Are No Longer Sticking to Traditional Search Engines
One of the biggest takeaways from the report is that Americans are expanding beyond Google and Safari. Almost half (48%) of consumers say they regularly use an internet browser that isn’t one of the two tech giants. And it’s paying off for brands—78% of alternative browser users say these platforms have helped them discover new products and brands.
This shift means businesses that still rely on legacy search engines as their main strategy could be missing out on a huge chunk of potential customers. As more people branch out to alternative platforms, companies need to ensure they’re showing up in the right places.
Ads Are Driving More Product Discoveries Than Search Engines
If brands ever questioned the effectiveness of online ads, this report settles the debate. 44% of consumers say they discover new products through online ads, compared to 33% who find them through search engines. That’s a clear signal that digital advertising is more than just noise—it’s a key tool for product discovery.
The report also highlights that 54% of Americans are more likely to trust a brand after seeing multiple ads for it across different platforms. Even more notably, 43% say they actively search for more details about a product after seeing an ad.
This challenges the old idea that ads are just background noise. People are paying attention, and the right ad placements can directly lead to consumer action.
Consumers Want More Relevant, Real-Time Search Results
The report also digs into what people actually want from their search experiences. It turns out, the biggest frustration isn’t necessarily ads—it’s relevance. 41% of consumers say they rely on relevant search results to find new products or brands, and that trend isn’t slowing down.
When asked what they’d like to see improve in search experiences:
- 38% want real-time search results with the most up-to-date information.
- 23% are looking for predictive search results that anticipate their needs.
- 20% want AI-driven search engines to play a bigger role.
- 17% are interested in augmented reality features that let them virtually try products before buying.
This data suggests that search isn’t just changing—it’s evolving based on consumer demand. People don’t just want to be served generic results; they want their searches to be smarter, faster, and more intuitive.
BNPL Apps Are Now a Major Player in Consumer Purchasing
Buy Now, Pay Later (BNPL) apps aren’t just changing how people shop—they’re also influencing product discovery. The report found that 51% of U.S. consumers have used BNPL apps, and the same percentage say they make a purchase within just a few hours of discovering a product on these platforms.
That’s not all:
- 32% of BNPL users say they use these apps frequently.
- 60% report that using BNPL apps has helped them find new brands or products.
For brands, this means BNPL apps shouldn’t just be an afterthought. They’ve become a serious channel for consumer engagement and sales, offering another way for businesses to get their products in front of shoppers.
Editorial and Review Sites Are More Powerful Than Brands Realize
For years, brands have poured money into social media and paid search, but they may have overlooked a major source of influence: editorial and review sites.
According to the report:
- 45% of Americans have used these sites to discover new products.
- 49% say they’ve bought a product within just a few hours of reading about it.
- 74% have clicked on an ad or product link after exploring a product on a review site.
- 74% have purchased something they wouldn’t have normally considered after reading a review.
These numbers prove that product reviews aren’t just about reputation—they’re a major sales driver. Brands that fail to engage with review platforms may be leaving money on the table.
What This Means for Brands and Advertisers
According to Asher Feldman, VP of Analytics at adMarketplace, these findings are a sign that advertisers need to rethink their approach. “Innovation and consumer choice are changing the way people search,” Feldman said. “For advertisers, this creates a new ecosystem fueled by competition and transparency.”
In short, brands can no longer afford to put all their eggs in the Google basket. Consumers are finding products in new ways, and companies that don’t adapt risk being left behind.
If you’re in marketing or advertising, this report sends a clear message: consumer search behavior is shifting, and businesses need to keep up. Whether it’s leveraging alternative browsers, prioritizing BNPL apps, or making better use of native search ads, the companies that recognize these trends now will be the ones that win in the long run.
To read the full report, visit: The State of Search in 2025.