People in the U.S. still use search engines to look things up, but the digital landscape has split.
A survey conducted by Claneo in early 2025 shows that search engines remain the default tool for general knowledge, with 72 percent saying they use them several times a week. But other platforms are creeping in. Around 25 percent of people now say they regularly use AI chatbots, while 15 percent rely on AI-powered search engines. These numbers aren’t leading, but they’re growing steadily.
Among younger users, platform habits are different. Those aged 16 to 27 don’t just search less with traditional engines, they also favor tools that look and feel different. YouTube is used frequently by 68 percent of this group. Instagram follows close behind at 65 percent. TikTok isn’t far off either, drawing in 58 percent of these younger users. At the same time, 34 percent of them already use AI chatbots for information searches. That’s a stronger uptake than seen in any older age group.
When it comes to trust, the picture is split. AI search tools are gaining credibility, with 79 percent of respondents saying they trust AI-based search engines. A slightly smaller share, 77 percent, say they feel the same about AI chatbots. These confidence levels still trail behind older, more established platforms. Amazon scores highest on trust, reaching 87 percent. Search engines and YouTube follow, both at 86 percent. Walmart and Pinterest sit just behind at 85 percent.
Other platforms rank lower. Trust in Asian e-commerce services remains fragile. Thirty-one percent of Americans surveyed describe them as untrustworthy. Short-message platforms are next, with 28 percent sharing doubts. Facebook also draws concern from 27 percent of respondents. TikTok lands at 25 percent. Distrust of AI tools is lower, but still present, 23 percent rate AI chatbots as untrustworthy, while 21 percent say the same about AI search engines.
What people search for also affects where they go. For general knowledge, search engines still dominate. About 64 percent of Americans choose them first when they want broad information. YouTube is next, but far lower, with 22 percent. AI chatbots pull 17 percent, and Wikipedia accounts for 14 percent. Others like Reddit, TikTok, and Facebook are used less often for this purpose.
When the search is easy, say, a quick fact check, people still turn to engines first. Forty-seven percent use them for simple information tasks. Twenty-eight percent use AI chatbots. AI-powered engines make up 23 percent. Reddit handles 21 percent of these queries. These preferences change when the question gets more complicated.
For harder topics, search engine use falls to 36 percent. AI chatbots hold steady at 27 percent. AI search engines reach 21 percent, and Reddit remains close behind with 20 percent. These shifts show that users often branch out when questions get deeper or the information becomes harder to sort through.
Product search is a different story. People don’t use traditional engines as much when they shop. Just 44 percent search for products through general engines. Amazon isn’t far behind at 41 percent. Walmart draws in 32 percent. The pattern changes again depending on price.
If users are shopping for affordable goods, Walmart leads with 55 percent. Amazon follows at 51 percent. Asian shopping platforms pull in 45 percent. But for expensive items, the field tightens. Amazon and eBay both land at 22 percent. Price comparison websites trail at 16 percent.
Entertainment still dominates social media. Many people say they go to YouTube, Instagram, or TikTok mainly for trends and videos. YouTube ranks highest at 59 percent. Instagram draws 54 percent. Facebook and TikTok are used this way by 53 and 51 percent of users, respectively. Still, these platforms are slowly entering the search space too, especially for brands and products.
When people decide which platform to use, trust and clarity matter more than speed. Forty-nine percent of users say trustworthiness is the most important trait in online search results. Clear, understandable content comes next at 38 percent. Low prices matter to 35 percent. Ratings and reviews sit close behind at 34 percent. Layout and presentation also play a role, but they rank lower.
According the the survey, speed ranks even lower. Many users say they’ll wait longer for solid answers, especially if the information comes from a source they trust. This points to a shift where credibility and content quality outweigh speed or design.
People don’t only use AI for search. In fact, AI tools are being used for a wide mix of tasks. Nineteen percent of users rely on them to process complex information. Another 19 percent use them for research. Creative help is close behind at 17 percent. Finding simple facts accounts for 16 percent of usage. Writing and text generation stands at 15 percent.
That said, not everyone is on board. In the U.S., 39 percent of survey participants said they don’t use AI for any of these purposes. In Germany, the number is lower, around 29 percent.
Search is no longer one platform serving every need. In 2025, users break their habits into categories. They don’t search in the same place for a how-to guide, a winter coat, and a technical article. Younger audiences are driving many of these changes, but the trend isn’t limited to them. People across all age groups are choosing platforms that fit the job.
Some platforms are rising because they’re easier to trust. Others gain ground because they handle complexity well. The decision of where to search now rests on a simple question: what’s the task?
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