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Over Half of Americans Have Changed How They Search Online
- A new report by adMarketplace reveals that over the last five years, 55% of consumers have changed how they search for information about products or brands online.
- Consumers are turning to online ads to find products and brands, indicating a shift towards native search as opposed to legacy search engine results pages.
- The report emphasizes the importance of a diverse media portfolio and emerging platforms for brands to enhance their discoverability on the web.
- 41% of consumers rely on relevant search results to discover new products or brands, showcasing the importance of maintaining accuracy and relevance in search.
- Consumers express a desire for real-time and predictive search results, indicating a preference for up-to-date and personalized search experiences.
- Over half of Americans trust a brand after seeing multiple ads across platforms, highlighting the impact of consistent advertising in building trust and market share.
- Buy Now, Pay Later (BNPL) apps present a significant opportunity for companies to engage with consumers, with 51% of U.S. consumers having used BNPL apps to discover new brands.
- The report suggests that brands must adapt to consumer behavior by leveraging alternative search browsers and editorial/review sites to reach audiences effectively.
- Consumer behavior and the marketing landscape are evolving, pushing advertisers to diversify media portfolios and embrace native search experiences powered by AI for optimal performance.
- Online ads play a crucial role in the digital ecosystem, and while they can be beneficial when executed well, maintaining a balance between utility and annoyance is key for both users and advertisers.
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