Inbound or outbound? What 1,000 consumers reveal about search, social and AI

Today, we’re pondering many important questions: 

• Are search engines still at the core of consumer search, or is TikTok becoming the reigning platform?
• Have technologies like ChatGPT gone mainstream yet, or are we in an industry echo chamber about its adoption curve?
• Ultimately, how should marketers future-proof their strategies to remain relevant in the consumer buying process over the next 12-36 months?

These answers are critical to my and my agency clients’ success.

I set out to reboot an inbound vs. outbound marketing study I partnered with Moz on in 2015 that explored the different platforms consumers use to find, engage and convert with brands. 

A new survey of 1,000 consumers conducted by Fractl (disclosure: I co-founded the agency) reveals interesting trends in consumer behavior in today’s marketing field.

Search still reigns supreme

When asked about their habits over the past week, an overwhelming 99% of respondents reported using a search engine. 

Up to 80% of respondents use search engines “multiple times a day,” with 16% using a search engine at least once daily. This highlights the continued dominance of search engines as a go-to source for information.

Search engine usage is universal across all age groups, proving that search strategies provide the greatest reach across a broad target market.

In comparison, other platforms like TikTok, YouTube and ChatGPT are used by more varied, younger demographics.

And, what are consumers searching for when they Google?

Key takeaways: 

• Build engaging, educational content hubs on your site to help answer the FAQs your target market is actively searching for.
• Find unique ways for your brand to provide valuable data-driven insights or subject matter expertise to leading journalists that cover your vertical.
• Produce the most comprehensive product and service comparison pages that clearly make you stand out from your competition, establishing trust through reviews and other third-party authority signals.

Ultimately, these findings confirm that Google’s utility remains steadfast. 

Brands that effectively use content marketing to deliver multi-channel value and exposure will continue expanding their reach and maximizing conversion potential, even as new platforms emerge. 

Dig deeper: The complete guide to optimizing content for SEO (with checklist)

The modern buyer’s research path

Understanding how consumers gather information before making a purchase is a critical component of a successful marketing strategy.

The survey found that 86% of respondents report that search engines play a significant role in their decision-making process when buying new products.

This reliance on search is further reflected by the 66% who actively search for information about a company or product prior to making a purchase.

Customer reviews also carry a lot of weight, with 86% of respondents stating they read reviews before purchasing. Another 44% of consumers said they always read reviews, while 43% often do.

The feedback of other customers clearly influences purchase decisions, while paid ads seem to have a much smaller impact:

• Only 5% of respondents click on paid ads always or often to learn more about a product. 
• On the other hand, 47% rarely click on them and 27% never do.

Social media also plays a role, but to a lesser extent: 

• 41% of respondents report that social media is very important to their decision-making process, with younger consumers between the ages of 18 and 24 being the most likely to turn to social platforms for product research. 
• 29% of all respondents said they search about companies or products on social media, with that figure rising to 46% among the 18-24 age group. 

There are also some differences between genders: 47% of women find social media to be very important in their decision-making process, compared to 36% of men.

These insights point to the continued importance of organic search visibility and the significant influence of customer reviews in shaping buying decisions.

At the same time, paid ads and social media have more selective impacts based on demographics and personal habits.

Dig deeper: Customer-centric SEO: Adapting your search strategy for success

Building brand trust and authority through content

I rarely turn on the news these days due to the overwhelming negative emotions I’m often left with.

Instead, I curate what I digest by selectively reading certain publishers I trust to discuss topics I’m passionate about.

As an industry professional, I’ve often wondered if I’m an outlier or if the rest of society subscribes to a similar style of news curation.

I was pleasantly surprised to see that 83% of people reported reading an article on a website in the past week – digital news consumption continues to thrive even as new platforms emerge.

I found that trust in brands is closely tied to where consumers see their research or products featured. Many respondents (57%) indicated that seeing a brand’s research in high-authority publications like USA Today or CNBC increases their trust in that brand.

This shows how PR and earned media shape consumer perceptions and drive purchasing decisions beyond the influence these links have on domain authority and rankings.

Beyond this, nearly 3 in 4 respondents (74%) agree that regularly encountering industry research and educational content from a brand positively influences their awareness.

Dig deeper: How blogging builds trust and brand loyalty in the age of AI

The rising impact of AI

While search engines still reign supreme, AI tools like ChatGPT are making impressive inroads. 

Nearly half of the respondents (48%) reported using ChatGPT or similar tools in the past week.

From a demographic perspective, the trends are clear: reliance on GPT is growing in the younger generation.

This is not just a passing trend—16% of all respondents use ChatGPT at least once daily, and 19% use it a few times weekly. 

Among the younger demographic (ages 25-34), nearly 1 in 5 uses the tool daily, reflecting growing reliance on AI to complement traditional search engines. 

For digital marketers, this means brands must do two things: 

• Have a presence in traditional search engines.
• Consider how their content and messaging align with AI platforms like ChatGPT.

The more seamlessly you can integrate your brand into AI-assisted search behavior, the more relevant you’ll be in five years.

Dig deeper: How to win with generative engine optimization while keeping SEO top-tier

Social media’s influence across generations

While social media isn’t the dominant platform for direct product research, it still has a strong influence, particularly for younger demographics. 

Overall, 32% of respondents were influenced by Instagram to make a purchase, followed by 26% from Facebook and TikTok.

As for social media influence, different platforms resonate with distinct demographics. 

Platforms like Instagram and TikTok have a much stronger impact on younger audiences, with 50% of respondents aged 18-24 reporting TikTok as an influence in their purchasing decisions. 

TikTok’s influence, however, sharply declines with age, dropping to just 7% among those aged 55 and older. 

Instagram follows a similar pattern, with 41% of respondents aged 18-24 being influenced by it, though this drops to 10% among the 55+ age group.

YouTube, on the other hand, stands out for its broad appeal. It influences 51% of 18- to 24-year-olds and maintains relevance across generations, with 44% of those aged 35 to 44 and 29% of respondents aged 55+ also reporting its influence. 

Reddit has a similar pattern of influence, but it is more male-dominated, with 37% of men being influenced by it compared to 21% of women.

Conversely, women are significantly more influenced by platforms like Instagram (39% of women vs. 25% of men) and TikTok (34% of women vs. 18% of men).

Dig deeper: Top 5 social media platforms you should focus on

Facebook’s influence, while declining among younger audiences, remains a strong presence among older users.

Only 11% of respondents aged 18-24 report being influenced by Facebook, compared to 31% of those aged 45-54 and 23% of those aged 55 and above.

Also, older consumers are more likely to indicate that social media does not influence their purchasing decisions at all with 43% of respondents aged 55+ choosing “None of the above,” compared to just 16% of those aged 18-24.

Social media platforms’ influence on purchasing decisions varies significantly across ages and genders. This means brands should fine-tune their strategies based on their target audience’s gender and age group, using the platforms where their customers are most active.

The ad-blocking challenge

As marketers attempt to find the right mix between inbound and outbound tactics, traditional advertising faces a significant challenge: ad blockers.

Nearly half of the respondents (47%) use an ad blocker, especially younger age groups, with 52% of those aged 18-34 choosing to avoid traditional online ads.

Adding impact to injury, only 38% of people noticed a billboard in the past week, 25% read a direct mailer and 17% clicked on an ad.

For traditional marketers, this highlights a need for non-intrusive, value-driven content strategies.

Winning hearts through helpful content

What’s the most effective way to nurture a potential customer in this new era? The answer is clear: Search engines and helpful content still top the list. 

Nearly half (47%) of respondents said that appearing in search results with useful articles is the best way to build a relationship with a customer, especially among younger age groups (54% of those aged 18 to 24 and 51% of those aged 35 to 44). 

Another 31% of respondents say that producing research on topics of interest and getting it featured in mainstream publications is another effective strategy, a preference consistent across all age groups.

Ultimately, the best marketers understand the importance of a diverse content strategy that engages their target market across the numerous platforms on which they engage.

While each marketing channel has its nuances and diverse demographics, the best marketers develop content strategies that can be repurposed across all of them.

Dig deeper: Writing people-first content: A process and template

Key takeaways

• Search engines remain indispensable. With 97% of respondents using them regularly, search engines are still a major part of the buying journey.
• AI adoption is growing fast. While search engines dominate, AI tools like ChatGPT are increasingly used, particularly among younger generations. 
• Ad blockers are a reality. With nearly half of consumers using ad blockers, brands need to diversify their marketing strategies away from paid media.
• Reviews and content trump ads. Consumers are looking for authentic reviews and helpful content to guide their decisions. Paid ads, in contrast, have lost significant influence.
• Social media is influential, but not for everyone. Social media, particularly Instagram and TikTok, has a lot of influence on purchases, especially among younger consumers and women.