October 08, 2025
Only 11% of U.S. Consumers Trust Their First Search
When a U.S. consumer types in a query, chances are high that the answer won’t come from just one source. In fact, a new study by Yext reveals just how fragmented the path to purchase has become in America and how brands must adapt to stay visible, credible, and competitive.
Trust in First Search Is Almost Gone
According to the survey, only 11 % of U.S. consumers trust the first tool they use when searching online. In other words, the majority of people immediately double-check or expand their search before making decisions. This means that there is no single channel, whether it’s a search engine, AI chatbot, or review site, that can fully own the consumer’s journey.
While 45% of respondents still start with traditional search engines, AI tools (15%) and review sites (14%) are rapidly becoming contenders as go-to entry points. Over the past year, 73% say they’ve used AI-powered search tools more, and 45% report daily usage.
However, traditional search retains a stronghold in areas tied to privacy or trust. Sixty-two percent of respondents default to classic search for sensitive topics, and 60% for routine decisions.
Social media also plays a central role in the search. More than half of respondents (52%) use it to find reviews, 48% for local recommendations, and 47 % for how-to content. Peer proof is one of the main factors in bridging discovery and conversion.
AI for Ideation
Consumers increasingly turn to AI tools to spark ideas, explore new possibilities, and deepen their understanding of a topic. Of those surveyed:
- 54 % use AI for informational queries
- 48 % use it for creative prompts
- 43 % rely on it for analytical or comparative tasks.
Yet when it comes to making a purchase, consumers still lean heavily on traditional touchpoints like price, specifications, and peer reviews.
Mark Kabana, VP, Data Innovation at Yext, said: “Consumers bounce between AI, social, and traditional results not out of curiosity, but because they don’t trust the first answer. Brands need to stop optimising for keywords and start optimising for delegation.”
The Way Forward
This fragmentation represents both a challenge and an opportunity for brands. With trust in any single source at historic lows, visibility across multiple channels has become essential.
A well-optimised website is no longer enough. Brands need to show up consistently across search engines, AI tools, and social platforms where decisions are made.
Since only a small fraction of consumers believe what they see first, brands must build credibility through transparency, verified information, and authentic peer feedback. Consistency across platforms matters just as much as visibility itself because people notice when a brand’s message or data varies depending on where they look.
The customer journey no longer follows a neat, linear path. Marketers and CX leaders need to account for “micro-journeys,” where consumers switch tools and channels multiple times before committing to a purchase. Understanding and supporting these touchpoints, whether they occur through AI queries, social conversations, or review checks, will define who earns trust and who gets overlooked.
