
Online consumer search behaviour is becoming increasingly fragmented as digital integration and increased consumer choice drive Brits to switch between platforms, according to performance marketing agency Reflect Digital.
The agency’s latest SearchPulse survey, which unveils the future of search and where AI is heading, found that traditional search engines are still the top choice among Brits, despite a growing narrative that social media has taken over traditional search.
While Q1’s findings showed the rise of AI and social in search, Q2 reveals a more fragmented picture, whereby consumers choose platforms based on intent, age and trust.
84% of Brits still rely on Google for search, with fewer people overall turning to social and AI. There was no significant change between Q1 and Q2, although the biggest fall (-4%) came from X (Twitter) as the controversy around its owner rumbles on. However, searches on these platforms increased among varying demographics and sectors.
When it comes to user intent, over 55% of people are using Google search for research, rising to 88% among 35-64 year olds, while one in five turn to social media to learn a skill, with 55% using YouTube over just 12% using TikTok.
AI adoption is slower and usually peaks between 25-34, with just over 10% of Brits using AI for work purposes, falling to just over 4% for more personal searches, such as local events and inspiration.
Younger demographics (18-24) show a higher preference for social media over traditional search engines. And despite Gen Z being the biggest adopters of AI (31%), their trust in the tools remains low.
Noticeably, a lack of understanding is a primary barrier to AI for the older demographics (from 55 to 65+), with 45–54-year-olds more likely to suggest there is little need for them to use AI.
When it comes to sector expectations, 69% of those working in IT and 54% working in data analysis use AI search regularly. Recruitment and HR are more likely to use AI search for research (26%), while marketing, advertising & PR and business, consulting & management use it to perform complex work tasks (22%).
But despite the tech sector’s adoption of AI, over a third of consumers in banking, finance and accounting don’t trust or understand how to use it, most likely due to relative risk and the consequences of getting information wrong.
Public sectors, including education and creative industries, still aren’t adopting AI, even though 2025 research from Engine Creative indicates that 74.3% of creatives expect AI to impact their job roles in the next decade.
Law enforcement and security follow closely behind, with 94% not using any AI and transport and logistics still lagging at 83%.
With Google’s AI overview now seen by 1.5 billion people every month and the increasing integration of digital platforms, the report suggests that UK businesses must diversify their marketing strategies or risk losing relevance in an ever-changing digital landscape.
Becky Simms, CEO and founder at Reflect Digital, said: “Our SearchPulse data signals a critical shift in the way consumers and industries are navigating the digital world – a shift that is accelerating at speed.
“While our Q1 survey showed standout growth in AI and social search, the second edition of our SearchPulse data reveals just how complex and fragmented search behaviour is becoming.
“Traditional search engines continue to require investment, but with each platform providing a different service and experience, users are making more conscious decisions about where they go to find certain information and are doing so based on knowledge, trust and age.
“This presents both a challenge and an opportunity for brands. The days of relying on a single-channel search strategy are over.
“Businesses must now understand the nuances of how different audiences search and why, and then diversify to consider the influence of social media communities and evolving AI features.”
Andy Mollison, head of SEO at Reflect Digital, added: “Traditional search engines like Google will likely continue to dominate, as people favour familiarity and simplicity, both at work and in their personal lives.
“But measuring search will become far more complex in months and years to come as AI increasingly integrates into these big platforms.
“When it comes to social media and individual AI tools, we will likely see increased fragmentation over the next six months, as new players and platforms enter the fold, offering up innovative new ways to search.
“Marketing strategies must no longer just be about optimising for keywords, but optimising for age and intent across multiple platforms, including AI interfaces.
“As generative search tools become more embedded in platforms, brands must ensure their content is contextually relevant, trustworthy, and ready to be surfaced by AI.”