For a long time, “to Google” was synonymous with online search, but that is changing. A recent Search Study by CLANEO reveals: digital search behavior is becoming increasingly diverse. New platforms, AI-powered tools, and social media are gaining relevance — particularly among younger audiences.
📌 Key insights at a glance:
Google remains the primary go-to for information searches with 67%, but AI chatbots are the big winners. Their share has jumped from 13% (2024) to 21% (2025).
Younger generations rely more heavily on social media and AI chatbots for information.
Users expect search results to be trustworthy, up to date, and easy to understand.
Platform choice is becoming more specialized and tailored to the specific context.
The study makes it clear: online search is not only becoming more complex, but also more individual.
And what does this mean in the everyday work of a communications agency? We asked around internally and invited a few of our HimmelsSchreiber colleagues to share their personal search habits.
