#United States #New York #adMarketplace #online ads #native search

Evolving Search Habits of Americans: Insights from adMarketplace

A sweeping shift in consumer behavior has been documented in a recent report by adMarketplace, a frontrunner in native search advertising. The study titled "The State of Search in 2025" discloses that over half of American consumers, approximately 55%, have reported changes in how they search for information online over the past five years. This trend indicates a transition from conventional search engines to more intuitive methods, primarily driven by native searches integrated with advertisements.

The Changing Landscape of Online Searches

In an era dominated by digital marketing, understanding how consumers search has become crucial for advertisers. The survey conducted among adult U.S. consumers reveals that there's a noticeable drift towards discovering brands and products through native ads rather than traditional search engine results. Asher Feldman, VP of Analytics at adMarketplace, states that factors such as innovation and consumer choice are pivotal in this shift.

The report uncovers several significant findings:

• - Nearly half of consumers (44%) find novel products via online advertisements, while a third (33%) still turn to search engines for product discovery. The implication here is clear: brands are encouraged to harness open web channels to engage a wider audience.
• - A focus on relevant search results is paramount, with 41% of respondents relying on accuracy for their search queries. This preference is expected to persist.

What Consumers Want in Search Experiences

When inquiring about future preferences in search functionality, participants expressed the desire for enhanced features:

• - 38% seek real-time results that provide timely updates.
• - 23% favor predictive searches capable of anticipating their needs.
• - 20% are looking for more artificial intelligence integration, while 17% hope for augmented reality options to facilitate virtual product trials.

These statistics underscore the need for brands to innovate continuously, ensuring their search strategies remain relevant and compelling.

Capitalizing on Native Search Advertising

The report further emphasizes the effectiveness of native search ads in expanding brand visibility. A striking 54% of respondents indicated they were likely to trust a brand after seeing multiple ads across various platforms. In addition, 43% stated that they frequently search for more information after encountering an advertisement.

Moreover, ads appear to play a significant role in influencing purchasing decisions, with 74% of Americans reporting that they have bought products after viewing relevant advertisements. Notably, 68% feel that ads assist them in discovering products they otherwise wouldn't have searched for.

The Rise of Buy Now, Pay Later Models

The rise of Buy Now, Pay Later (BNPL) applications also presents a lucrative avenue for brands. Over half of U.S. consumers have utilized BNPL services, with many purchasing items soon after discovering them within the apps. In fact, 60% of BNPL users credit these platforms for introducing them to new brands and products, illustrating an evolution in shopping habits that brands must accommodate.

The Emergence of Alternative Browsers

In a further sign of changing behaviors, nearly half (48%) of U.S. consumers claim to frequently use browsers apart from Google Chrome or Apple Safari. This shift highlights the necessity for brands to adapt their marketing strategies to cater to alternative platforms, as 78% of these alternative browser users report discovering new brands through their sessions.

Importance of Editorial and Review Sites

Editorial and review sites also hold significant weight in modern search habits, yet they remain underutilized by many brands. The research indicates that 45% of Americans explore these sites for product discovery. Interestingly, 74% have made a purchase after engaging with a product highlighted on a review site, reinforcing the need for brands to integrate these channels into their marketing strategies.

Conclusion: Adapting to the Future of Search

As consumer behavior continues to evolve, so must the marketing tactics employed by brands. The insights from adMarketplace suggest that a comprehensive understanding of modern search dynamics and the incorporation of native search advertising will be essential for brands aspiring to thrive in this rapidly shifting landscape. Those who respond proactively to these changing trends are likely to emerge as leaders in the highly competitive market.

For further insights, download the complete report, "The State of Search in 2025."