Brainlabs study reveals three consumer search personas across 3,000 journeys

In keeping with Brainlabs, a worldwide efficiency advertising and marketing company, shoppers now use a mean of two.5 platforms when researching purchases within the US and 1.9 platforms within the UK. The findings, revealed on August 15, 2025, emerge from detailed evaluation of three,000 buy journeys throughout each markets, revealing how search behaviors have fragmented into three distinct shopper profiles.

The examine challenges prevailing narratives about Google’s declining dominance whereas documenting the rise of AI and social search adoption. Relatively than witnessing easy platform alternative, the analysis identifies a extra advanced panorama the place completely different shopper segments observe fully completely different analysis pathways.

Three distinct search personas emerge

Will Akhurst, Chief Knowledge Technique Officer at Brainlabs, described the findings as revealing “three clear teams of customers” somewhat than uniform behavioral shifts. The analysis categorized shoppers into distinct personas primarily based on their platform utilization patterns and analysis preferences.

The Traditionalist represents older demographics sustaining unique loyalty to Google and Amazon. In keeping with Brainlabs’ evaluation, this section follows “probably the most direct path to buy” with out incorporating extra platforms into their analysis journey. These shoppers display extremely predictable habits patterns, making them probably the most easy section for entrepreneurs to achieve.

The Augmenter constitutes the biggest section, primarily comprising mainstream shoppers aged 25-44. This group begins their analysis on Google or Amazon however subsequently validates their decisions throughout a number of platforms together with YouTube and AI chatbots. The examine discovered this method represents the dominant shopper habits sample in each markets.

The Dissenter emerges as probably the most distinctive section, with youthful demographics bypassing conventional search engines like google and yahoo fully. These shoppers uncover merchandise organically via social platforms like TikTok and Instagram, representing a basic departure from established search habits.

Geographic variations reveal platform preferences

The analysis uncovered vital variations between US and UK markets, notably in AI adoption patterns. AI platform search instructions 7.9% share within the US in comparison with simply 1.8% within the UK, indicating accelerated adoption charges amongst American shoppers.

Social search adoption additionally varies geographically, with each markets displaying excessive engagement however completely different platform preferences. The examine discovered 69% of males and 66% of girls use social platforms for product analysis, although particular platform decisions differ between international locations.

Model web sites display stronger efficiency within the UK market, representing 17% of search touchpoints in comparison with 8% within the US. In keeping with Brainlabs, this disparity could mirror decrease adoption of social and AI search platforms within the UK, permitting conventional buyer journeys to keep up better relevance.

Gender patterns in AI adoption

The analysis revealed hanging gender variations in AI instrument utilization for product analysis. Males display practically twice the probability of utilizing AI to complement their searches in comparison with ladies, suggesting early adoption patterns could also be gender-specific.

This discovering carries explicit significance for entrepreneurs focusing on male demographics, particularly in advanced, information-heavy buy classes equivalent to finance, automotive, and know-how. The info signifies these sectors could profit most from Reply Engine Optimization (AEO) methods focusing on AI platforms.

Platform utilization varies by product class

Brainlabs documented category-specific platform preferences throughout completely different product sorts. Monetary companies confirmed heavy AI chatbot utilization, whereas different classes demonstrated distinct platform clustering patterns.

The examine discovered customers develop “category-specific habits” somewhat than making use of uniform search approaches throughout all purchases. This habits suggests shoppers instinctively choose platforms primarily based on the kind of data they want and their confidence in numerous sources for particular product sorts.

Leisure and way of life classes confirmed increased social platform adoption, whereas technical and monetary purchases demonstrated better AI chatbot engagement. These patterns point out entrepreneurs should tailor platform methods to particular product classes somewhat than making use of common approaches.

Google and Amazon preserve widespread attain

Regardless of elevated platform range, the analysis discovered Google and Amazon stay current in 81% of all person journeys. Whereas these platforms symbolize solely 45% of whole touchpoints throughout the dataset, their widespread presence signifies continued significance for reaching most shopper audiences.

This discovering suggests a nuanced relationship between platform diversification and incumbent dominance. Relatively than shedding relevance, Google and Amazon function basis parts in most analysis journeys whereas shoppers complement these sources with extra platforms.

The info challenges assumptions about declining search engine utilization whereas documenting the emergence of complementary analysis behaviors. Customers seem like increasing their analysis toolkit somewhat than changing established platforms fully.

Analysis methodology and scope

Brainlabs commissioned the examine to maneuver past hypothesis about altering search behaviors. The analysis surveyed 3,000 consultant shoppers throughout the UK and US, focusing particularly on current product buy journeys somewhat than basic search habits.

The methodology captured three key parts: buy context throughout complete product classes, full platform toolkit utilization, and journey begin and finish factors. Individuals recognized which platforms they used for analysis, the place their journey started, and the place they accomplished their closing buy.

The examine excluded frequency measurements, focusing as an alternative on platform adoption patterns and journey complexity. This method aimed to know how conventional search habits evolve in an more and more numerous platform ecosystem.

Market implications for advertisers

The analysis carries vital implications for media planning and price range allocation methods. With Google and Amazon current in 81% of journeys regardless of commanding solely 45% of touchpoints, advertisers face advanced optimization choices.

Akhurst famous that the findings reveal “the actual story is one in all curation, not chaos.” Relatively than navigating countless platform choices, shoppers develop environment friendly private toolkits for particular analysis wants. This habits creates predictable patterns entrepreneurs can leverage for focused methods.

The examine suggests advertisers spending greater than 80% of their budgets on Google and Amazon ought to think about diversification trials. Nonetheless, the widespread presence of those platforms in shopper journeys signifies they continue to be important basis parts somewhat than elective parts.

Technical analysis habits patterns

Shopper analysis journeys display subtle platform choice somewhat than random exploration. The examine discovered customers selecting particular platforms primarily based on the kind of data wanted, private preferences, and category-specific belief elements.

AI chatbot adoption varies considerably by product class, with monetary companies displaying the very best utilization charges. This sample suggests shoppers belief AI instruments for information-heavy, comparison-driven purchases whereas preferring different sources for emotional or social buy choices.

Social platform analysis exhibits constant adoption throughout genders however varies by product sort. The info signifies social platforms serve twin functions: inspiration for way of life classes and validation for mainstream purchases throughout demographics.

Cross-platform journey complexity

Regardless of elevated platform range, the analysis documented surprisingly manageable journey complexity. The common analysis path includes fewer platforms than business hypothesis may recommend, indicating shoppers preserve centered somewhat than scattered approaches.

Platform combos differ considerably between particular person shoppers, creating what Brainlabs describes as a “lengthy tail” of non-public analysis behaviors. This variation means entrepreneurs can not predict particular journey paths however should put together for a number of potential combos.

The examine discovered no dominant platform mixture patterns past the presence of Google and Amazon in most journeys. This implies profitable advertising and marketing methods require complete platform protection somewhat than optimized focusing on of particular pathway combos.

Regional adoption timeline implications

The analysis raises questions on whether or not noticed variations between US and UK markets symbolize timing variations or basic cultural distinctions. US shoppers present better adoption of social and AI platforms, whereas UK shoppers display stronger desire for direct model and retailer relationships.

These patterns recommend two potential eventualities: both the UK market follows US adoption patterns with a lag, or basic cultural variations drive completely distinct search behaviors. The info helps each interpretations, requiring continued monitoring to find out which proves correct.

Present proof signifies the transition away from conventional search duopoly follows completely different pathways in numerous markets. US dissenters migrate towards social and AI discovery platforms, whereas UK dissenters favor direct model and retailer relationships.

Future search ecosystem improvement

The examine positions present modifications as fragments of a bigger transition somewhat than short-term developments. Shopper habits patterns recommend everlasting shifts in how completely different demographics method product analysis and buy choices.

Brainlabs information signifies profitable advertising and marketing methods should acknowledge these behavioral variations somewhat than assuming uniform adoption of latest platforms. The analysis demonstrates that efficient approaches require customization for particular shopper segments and geographic markets.

The findings recommend the longer term search ecosystem will stay fragmented somewhat than consolidating round new dominant platforms. This complexity requires entrepreneurs to keep up presence throughout a number of touchpoints whereas understanding how completely different segments navigate between platforms.

Timeline

PPC Land explains

Shopper Journey: The whole analysis and decision-making course of shoppers observe from preliminary product consciousness to closing buy. Trendy shopper journeys have advanced from linear paths via single platforms to advanced, multi-touchpoint experiences spanning search engines like google and yahoo, social media, AI chatbots, and direct model interactions. The Brainlabs examine reveals these journeys now common 2.5 platforms within the US and 1.9 within the UK, representing a basic shift from conventional single-platform analysis behaviors.

Platform Toolkit: The personalised mixture of digital platforms every shopper makes use of for product analysis and data gathering. Relatively than randomly exploring obtainable choices, shoppers develop curated units of most popular platforms primarily based on category-specific wants, belief elements, and data sorts. This idea explains why customers display constant patterns of their analysis approaches whereas sustaining particular person variations in particular platform combos.

Search Personas: Distinct behavioral classes that group shoppers primarily based on their platform utilization patterns and analysis preferences. The three personas recognized by Brainlabs—traditionalists, augmenters, and dissenters—symbolize basically completely different approaches to product discovery and validation. These classifications assist entrepreneurs perceive that shopper habits has fragmented somewhat than uniformly shifted, requiring focused methods for every section.

AI Chatbot Adoption: The mixing of synthetic intelligence-powered conversational instruments into shopper analysis processes. The examine discovered vital geographic and gender variations, with US shoppers adopting AI instruments at 4 occasions the speed of UK shoppers (7.9% vs 1.8%) and males displaying twice the probability of AI utilization in comparison with ladies. This pattern notably impacts information-heavy classes like monetary companies the place AI instruments present comparative evaluation capabilities.

Social Search: The observe of utilizing social media platforms as major data discovery instruments somewhat than supplementary leisure channels. Platforms like TikTok, Instagram, and YouTube serve twin functions for product analysis and validation, with 69% of males and 66% of girls incorporating social platforms into their buy journeys. This habits represents natural discovery strategies that bypass conventional search engine intermediaries.

Google-Amazon Duopoly: The historic dominance of Google Search and Amazon in shopper analysis behaviors, representing the normal basis of most buy journeys. Regardless of platform diversification, these platforms preserve presence in 81% of all shopper journeys whereas commanding 45% of whole touchpoints. This persistent affect demonstrates their continued significance whilst shoppers broaden their analysis toolkit with extra platforms.

Analysis Fragmentation: The division of shopper search behaviors into a number of distinct pathways somewhat than uniform adoption of latest platforms. This idea explains why completely different demographic segments, geographic markets, and product classes present various platform preferences. Fragmentation creates complexity for entrepreneurs who should put together for a number of potential journey combos somewhat than optimizing for single dominant pathways.

Buy Context: The precise product class and shopping for state of affairs that influences shopper platform choice and analysis depth. Completely different classes display distinct platform clustering patterns, with monetary companies displaying heavy AI utilization whereas way of life classes favor social platforms. Understanding buy context helps entrepreneurs predict which platforms shoppers will possible use for particular product sorts and analysis phases.

Geographic Variations: The numerous variations in platform adoption and shopper habits patterns between US and UK markets. These variations elevate questions on whether or not variations symbolize timing gaps in know-how adoption or basic cultural distinctions in analysis preferences. US shoppers present better social and AI platform adoption whereas UK shoppers display stronger desire for direct model relationships.

Reply Engine Optimization (AEO): The rising observe of optimizing content material for quotation and discovery by AI-powered search programs somewhat than conventional search engine rankings. This technique turns into notably related for manufacturers focusing on male demographics in advanced buy classes the place AI instruments present comparative evaluation. AEO represents a basic shift from rating optimization to content material authority and relevance for AI programs.

5 Ws Abstract

Who: Brainlabs, a worldwide efficiency advertising and marketing company servicing shoppers together with Capital One, Estée Lauder, and UNICEF US, performed the analysis underneath the route of Chief Knowledge Technique Officer Will Akhurst.

What: A complete evaluation of three,000 shopper buy journeys figuring out three distinct search personas: traditionalists who rely completely on Google and Amazon, augmenters who validate decisions throughout a number of platforms, and dissenters who bypass conventional search fully.

When: The examine was revealed on August 15, 2025, analyzing current shopper habits patterns to know present search ecosystem dynamics somewhat than historic developments.

The place: The analysis lined each UK (1,000 respondents) and US (2,000 respondents) markets, revealing vital geographic variations in AI adoption charges and platform preferences between the international locations.

Why: The examine aimed to maneuver past hypothesis about altering search behaviors and supply data-driven insights into how shoppers truly analysis purchases in in the present day’s diversified platform ecosystem, serving to entrepreneurs develop evidence-based methods.