Yext Study Finds U.S. Path to Purchase More Fragmented Than Ever, With Only 11% Trusting Their First Search Result

Yext, Inc. (NYSE: YEXT), the leading brand visibility platform, reveals new U.S. insights suggesting showing the age of one-stop search and shop is ending. Americans are increasingly blending traditional search engines with AI tools, social media, and review sites to make purchase decisions.

According to a survey conducted on behalf of Yext, just 11% of U.S. consumers trust the first tool they use when searching online — meaning nearly 9 in 10 double-check or expand their results elsewhere.

Discovery is Fragmented, with AI on the Rise

• 45% of U.S.-based respondents start product research on a search engine, but AI tools (15%) and review sites (14%) are now the next most common starting points.
• 73% report using AI-powered search tools more in the past year, with 45% using them daily.
• Yet, traditional search still dominates for sensitive topics (62%) and everyday decisions (60%).

Social Proof Still Matters

Social media continues to play a powerful role in U.S. discovery which highlights the importance of peer validation in purchase decisions. Over half of the respondents (52%) use it to search specifically for reviews, while 48% look for local recommendations and 47% for how-to guidance.

AI Exploration vs. Traditional Purchase Drivers

AI excels at research and ideation — with 54% of respondents using it for informational queries, 48% for creative prompts, and 43% for analysis. However, when it comes to conversions, U.S. shoppers are still grounded in traditional purchase drivers like price, peer reviews, and product specifications.

Six New Search Personas Revealed

The survey also identified six archetypes, each with different behaviors and expectations for how brands should respond:

• The Traditionalist (24%): Defaults to established search engines for reliable, structured answers. They trust authoritative sources and stick with familiar platforms, especially for sensitive or high-stakes queries like health or finance.
• The Price Shopper (21%): Laser-focused on value, they compare prices, hunt promotions, and weigh product specs against reviews. Their path to purchase is quick, practical, and driven by efficiency.
• The Explorer (18%): Turns to AI to go beyond simple lookups, asking layered or open-ended questions. They enjoy discovering new connections, options, and insights along the way.
• The Creator (15%): Uses AI as a partner for brainstorming and ideation — from drafting resumes to experimenting with new ideas. Gen Z leads this group, blending creativity with everyday problem-solving.
• The Social Proof Seeker (14%): Rarely buys without validation from others. They rely on reviews, influencers, and user-generated content on platforms like TikTok or Reddit to confirm decisions.
• The Accidental Searcher (8%): Doesn’t always start with intent, but stumbles on products while scrolling social or hopping platforms. Their discovery is opportunistic, sparked by the right content at the right time.

“Search is no longer a single journey: it’s a messy web of platforms, formats, and expectations,” said Mark Kabana, VP, Data Innovation at Yext. “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 optimizing for keywords and start optimizing for delegation. In a fragmented landscape, structured, machine-ready data is your only shot at being chosen — not just seen.”