The ever-changing and elusive consumer path to purchase is now longer than ever. This is a central takeaway from a new report from Yext, whose published research has kicked into high gear in the last few quarters. This maps to the launch of Yext Research, and the related acquisition of Places Scout.
Yext’s latest consumer survey (1000+ U.S. adults) reveals that a small share of Americans trust the first search result they see. They’re also looking beyond search as most toggle between AI engines, social media, and review sites. Each of these is gaining traction and credibility… at the expense of search.
This is the latest piece of evidence to support the search fragmentation trend that we keep talking about. Consumers are looking beyond Google’s primacy as the front door to the web. This is due to the rise of AI engines, as well as the emergence of younger generations who turn to places like TikTok over Google.
“AI isn’t replacing search, it’s reframing it,” said Yext VP of Data Innovation, Mark Kabana. “The path to purchase is now longer, more fragmented, and more delegated than ever. Consumers are toggling between AI engines, social platforms, and reviews, expecting the technology to do the filtering for them.”
Consistent & Credible
To provide some more color on Yext’s findings, here are some highlights we extracted from the report to save Localogy Insider readers’ time.
- 11 percent of U.S. consumers trust the first tool they use when searching online.
- Nearly 9 in 10 survey respondents check or expand their results elsewhere before making a decision.
- 45 percent start product research on a search engine, while AI tools (15 percent), and review sites (14 percent) are catching up.
- 73 percent say they use AI-powered search tools more often this year than last year, while 45 percent use them daily.
- AI excels at upper funnel stages like research and ideation: with 54 percent of respondents using it for informational queries, 48 percent for creative prompts, and 43 percent for analysis.
- But when it comes to conversions, U.S. shoppers are still grounded in traditional purchase drivers like price, peer reviews, and product specifications.
- Social discovery is growing, with 52 percent turning to social channels for reviews, 48 percent for local recommendations, and 47 percent for how-to content.
- Despite all the above, traditional search still dominates sensitive topics (62 percent) and everyday decisions (60 percent). This speaks to AI’s trust issues, which are a work in progress.
“Brands need to stop optimizing for keywords and start optimizing for delegation,” advises Kabana. “The real takeaway from this study is that consumers now navigate a fragmented landscape where trust and context matter more than ever. For local businesses, that means your presence must be consistent, credible, and ready to appear wherever AI and search converge.”
Behavior & Intent
Based on the volatile state of search behavior uncovered in this research and elsewhere, Yext has devised six search personas to characterize today’s searching public. These archetypes each carry a specific set of behaviors and intent, meant to guide brands around their search and AI strategies.
Here they are in no particular order:
The Traditionalist (24%): Defaults to established search engines for reliable, structured answers. They trust authoritative sources and stick with familiar platforms, especially for sensitive or high-stakes queries like health or finance.
The Price Shopper (21%): Laser-focused on value, they compare prices, hunt promotions, and weigh product specs against reviews. Their path to purchase is quick, practical, and driven by efficiency.
The Explorer (18%): Turns to AI to go beyond simple lookups, asking layered or open-ended questions. They enjoy discovering new connections, options, and insights along the way.
The Creator (15%): Uses AI as a partner for brainstorming and ideation — from drafting resumes to experimenting with new ideas. Gen Z leads this group, blending creativity with everyday problem-solving.
The Social Proof Seeker (14%): Rarely buys without validation from others. They rely on reviews, influencers, and user-generated content on platforms like TikTok or Reddit to confirm decisions.
The Accidental Searcher (8%): Doesn’t always start with intent, but stumbles on products while scrolling social or hopping platforms. Their discovery is opportunistic, sparked by the right content at the right time.
So there you have it…. check out the full report for more, and take Yext’s quiz to see what type of searcher you are.
