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Social Search Usage and Trends 2025
Gen Z Embraces Social Search While Platforms Add AI Features
Roughly two-thirds of US consumers use social search, and they’re using it throughout the consumer journey. As AI tools make social search better at understanding context and intent, usage will continue to increase. Meanwhile, platforms are also using AI to improve what have been mostly rudimentary social search targeting tools.
Key Question: How many people use social search and for what purpose?
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Key Stat: Roughly two-thirds (66.6%) of US consumers have used social search, per our March 2025 survey.
This report can help you:
- Develop media strategy (brands and agencies)
- Develop commerce strategy (retailers)
- Showcase opportunities for customers (media platforms, solution providers)
authors
Yoram Wurmser
Contributors
- Rahul Chadha
- Director, Report Editing
- Donte Gibson
- Senior Charts Editor
- Erika Huber
- Director, Report Editing
- Na Li
- Director, Primary Research
- Penelope Lin
- Director, Data Visualization
- Emma Noyes
- Graphic Designer, Data Visualization
- Jennifer Pearson
- VP, Research
- Minda Smiley
- Tracy Tang
- Senior Researcher
- Matt Torpey
- Senior Chart Editor
- Max Willens
- Ali Young
- Senior Copy Editor and Manager of Content Operations
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