Search behavior, decoded: What platform preference really tells us

When we talk about search, we usually focus on what people are looking for – keywords, queries, and intent.

But in 2025, there’s a more powerful question to ask: “Where are they searching – and why that platform, in that moment?”

The search landscape is evolving fast.

AI tools like ChatGPT are gaining traction.
Social platforms like TikTok and Instagram are doubling as discovery engines.
Yet, Google remains the top choice – the default, the go-to for most people right now.

But platform preference isn’t just about functionality.

It’s rooted in human behavior. How we think, feel, and choose depends on the journey we’re on.

Behavior takes time to shift – but shift it will. And as AI becomes more commonplace, that change is likely to accelerate.

Let’s unpack the behavioral science behind platform choice.

Much of what follows comes from research my agency ran to explore how search habits are shifting across platforms, demographics, and industries.

Active vs. passive search: The behavioral lens

Understanding the difference between active and passive search is key to decoding platform behaviors.

Active search: Goal-driven and intent-led

Active search is task-oriented.

“How do I fill out this tax form?” or “Best trainers for running.”

These are goal-driven moments.

The SEO industry has traditionally optimized this way, answering queries based on something someone wants to do.

Passive search: Exploratory and emotion-led

Passive search, on the other hand, is exploratory.

Users aren’t looking for something specific.

They’re scrolling, browsing, and being inspired.

Passive search can lead to immediate action, but more often, it plants a seed.

Many passive search findings will fuel people’s “saved items” lists or screenshots on their phones – building ideas for future purchases or decisions.

Platform usage at a glance

Platforms fall into these two camps:

Search type	Platforms most used
Active	Google, YouTube, Reddit, ChatGPT
Passive	TikTok, Instagram, Pinterest

Google still reigns supreme, with 8 in 10 people using it as their primary search engine.

Second place saw YouTube charting with 49% of respondents using it to search followed by Instagram with 30%.

ChatGPT came in at fourth place, with 23% of of respondents saying they use it to search.

This is important to note – as at the end of 2024 Google dropped below 90% market share for the first time since 2015 – the start of a shift starting to develop.

Dig deeper: 5 behavioral strategies to make your content more engaging

Why people choose different platforms

Behavior changes based on emotion and intent – not just need.

Google = Habit + trust

People stick with what’s familiar. It’s the cognitive path of least resistance.

This is the status quo bias in action – we favor defaults. And Google is the ultimate default.

Our research found that 41% of respondents who don’t use AI tools said they simply prefer traditional search engines – not because AI doesn’t work, but because Google is good enough.

Social media = Personalized discovery

On TikTok and Instagram, users aren’t typing in queries – the content finds them.

This taps into:

The mere exposure effect: The more we see something, the more we like it.
The endowment effect: Algorithms serve content we’ve “trained” ourselves, making the experience feel ours.
The social proof loop: We trust what others like, and social platforms are built for showcasing it.

No surprise, then, that:

20% use TikTok or Instagram when looking for inspiration (e.g., outfits, recipes).
42% turn to YouTube for learning a new skill.

These platforms offer emotional connection, relevance, and the dopamine hit of serendipity.

Behavior drives platform choice by demographics and sector

Not everyone searches the same way.

Platform preference can vary widely by age and by the industry someone works in:

Gen Z (18–24): 1 in 5 always use AI tools like ChatGPT to search.
55+ audiences: Nearly 75% say they never use AI to search.
IT sector: Almost 50% of professionals use AI regularly.
Education and social care: The least likely sectors to adopt AI search.

Why does this matter?

Because personas need to go beyond demographics.

If you aren’t accounting for motivational and contextual preferences, you’re missing the real drivers.

This also highlights how the industry you work in can affect your behavior.

Working in IT or marketing/media, we are surrounded by conversations about AI every day.

For someone who works in social care, this is not the case, so they are less likely to be curious to try different platforms, as they are not getting the same exposure.

Dig deeper: Search everywhere optimization – 7 platforms SEOs need to optimize for beyond Google

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What this means for your strategy

Search isn’t confined to a single channel.

Your audience is searching across platforms, often without even thinking of it as “search.”

If your strategy is still built around a single funnel or platform, you’re missing the bigger picture and the deeper behavior underneath.

Here’s how to move from theory to action.

1. Start with mindset, not keywords

Keywords matter – but mindset matters more.

Traditional keyword strategies often skip the question of why someone is searching.

Are they curious? Anxious? Seeking validation?

Searching to feel something – or to do something?

Use the “think, feel, do” model here:

Think: What’s the user thinking when they enter this platform?
Feel: What emotional need might they have?
Do: What action are they trying to take – if any?

From there, reverse engineer the channel and content experience to match that state.

2. Map platforms to the journey – but make it behavioral

It’s tempting to align platforms strictly to funnel stages (awareness, consideration, conversion).

But users don’t always follow a funnel – they follow feelings and friction.

Instead, try this matrix as an example. (You should build your own with what you know about your audience.)

Intent Type	Example Platforms	Strategic Goal
Passive and Emotional	TikTok, Instagram, Pinterest	Inspire, spark discovery, plant emotional seeds
Passive and Rational	Reddit, forums	Validate, build trust through community or peer voices
Active and Emotional	YouTube, website (e.g., product demos)	Educate with empathy – mix logic with emotion
Active and Rational	Google, ChatGPT	Deliver clear answers, conversion paths, proof points

Your job is to meet people where they are – mentally and emotionally – and guide them from there.

3. Rethink content format – It’s not one size fits all

Remember, users don’t want a whitepaper on TikTok.

And they aren’t likely to watch a 10-minute video on Google SERPs.

Create snackable, emotive content for social platforms.
Reserve your deeper, logical content for search engine-driven moments.

Content that works on Google will likely fall flat on TikTok. Your strategy needs format fluency:

Short-form video: Best for emotional resonance and passive discovery.
Long-form text: Ideal for deep dives and rational comparison.
Community responses: Build trust through relatability and social proof.
AI-generated summaries: Useful for speed, but lacking human nuance – supplement with authenticity.

Tip: Test the same message in different formats across platforms to uncover what lands and why it resonates.

Dig deeper: Content mapping – Who, what, where, when, why and how

4. Segment by motivation, not just demographics

Your audience isn’t just “Gen Z” or “marketing managers.”

They’re humans with emotional, social, and rational needs.

Build personas rooted in behavioral science:

What motivates them?
What holds them back?
Where do they go for inspiration vs decision-making?

Use tools like social listening, on-site search data, and even quizzes or surveys (nudged properly!) to uncover real motivations.

5. Don’t just track the obvious – Track what matters

Top-line traffic and ranking reports aren’t enough.

Measure based on the job each platform is doing in the journey.

Some examples:

Social platforms: Track saves, shares, watch time, and community engagement.
Google: Track CTR, engagement time, and assisted conversions.
AI tools: Look at brand visibility in generated summaries and clicks to your source links.
Reddit/communities: Track mentions, referrals, and sentiment trends.

Tie everything back to intent and emotional outcome, not just raw numbers.

6. Balance AI with human-centric trust

Yes, AI tools are shifting the landscape – but trust is still human-first.

Our report shows only 12% of people say they don’t trust AI at all, yet concerns about privacy and misinformation still hold many back.

What this means for your content:

Be transparent about how AI is used in your strategy.
Lean into human expertise – especially where trust is critical (think health, finance, legal, B2B tech).
Use your team’s voice, stories, and POVs to differentiate from commoditized content.

In a world of AI Overviews and algorithmic results, your voice is your differentiator, and it is what your audience will buy into.

Dig deeper: How to build and retain brand trust in the age of AI

TL;DR

Build a platform-diverse strategy rooted in why people search, not just what they search for.
Align content and platform to the emotional and cognitive state of your audience.
Don’t let old funnel models limit your view – behavior is messy, non-linear, and deeply human.

Final thought: Search isn’t just about search engines

Search is not confined to the search engines.

It’s TikTok. It’s YouTube. It’s ChatGPT.

It’s your customer’s mindset – in that moment, in that context.

To build strategies that truly resonate, we need to move beyond keywords and rankings and focus on the human behind the search.

So next time you’re planning a campaign, start by asking, “Where can we meet our audience?”

Not, “Where should we place this content?”

That shift in thinking could change everything.