55% of German internet users aged 16-34 spend more time researching products/services online now than they did a year ago, while 66% double check their search results on other platforms.
Advances in generative AI and its integration into hardware and software are making online search even easier and more personalised. Consequently, the high expectation for quick and accurate results means that brands must adapt their online presence.
However, Germans are sensitive towards sharing online activities and data. 71% of internet users find it important to be able to delete their search history, and 29% often use private/incognito mode to hide their search history, rising to 54% of 16-24s.
Brands should rely less on tracking and instead develop their own data generation concepts, while taking advantage of innovative search tools that allow consumers to make detailed and personalised queries. Additionally, by using human reviews and fostering community exchanges, brands can attract younger consumers and distinguish themselves in an increasingly AI-driven content landscape.
AI is changing expectations of how we search for information and what we receive, requiring brands to ensure their visibility through hyper-personalisation and detailed online representations.
Lena Rittmann, Analyst
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