While traditional search engines remain the go-to for most search activities, younger audiences, particularly women aged 16-24, frequently turn to social media for searches related to beauty, fashion, travel, and lifestyle.
UK Consumers and Online Search Habits – Current Trends
The increased use of social media platforms for search underscores the importance of social media channels as primary sources of information and inspiration, where the instant gratification of short-form video content triumphs the need to scroll through webpages and read lengthy texts.
However, social media users are most interested in AI tools that summarise the content of multiple articles, which suggests that users are overwhelmed by the amount of information and content there is to sift through and want more efficient ways to navigate it. Creating a Gen AI chatbot tool will improve the social media search experience, allowing users to quickly find the information they need without having to scroll through excessive content.
As well as providing personalised and real-time responses to specific queries, consumers are most likely to turn to AI chatbots, such as Google Gemini and Microsoft Copilot, when looking for health and fitness advice. There is significant potential to broaden this application as consumers express most interest in receiving exercise advice from a generative AI chatbot. By integrating biometric data, these tools can deliver customised guidance that aligns with their unique health and fitness needs.
UK Online Search Habits – Consumer Statistics
- UK consumers’ online search habits:Â Nearly half of UK 16-24 year old female social media users go to social media first when searching for information on BPC products.
- UK consumer attitudes to online search:Â Almost two thirds of UK consumers say it’s important to be able to delete their search history.
- UK consumers’ online search usage:Â Over a third of UK consumers have used location searches.
UK Consumers and Online Search Habits Report – What’s Inside?
Key Topics Analysed in the Report
- Which platform consumers go to first when searching for specific information, such as fashion, holiday destinations, news and beauty and personal care products.
- How social media search and AI chatbots are beginning to rival traditional search engines.
- Most common online search tools used and how brands can optimise search features.
- What consumers dislike when searching online and how brands can overcome these pain points.
- Consumers’ online search behaviours including demographics of sponsored ads click through rate, perception of product reviews on social media, and challenges of connecting with others online.
Report Scope
This report explores UK consumers’ online search habits. It examines the methods they use to search for different products, services or sources of information, the online search features they used and obstacles to searching.
Meet the Expert Behind the Analysis
This report was written by Nikita Shergill. Nikita researches and writes UK reports for the Technology and Media sector. She has previously worked on consumer insights in the Food & Drink, Retail and Household Care sector. Nikita has a MA in Social Anthropology from Goldsmiths, University of London.
Social media is becoming the new information source, however users want more efficient ways to find the information they need through AI search tools and location maps.
Nikita Shergill
Research Analyst
Collapse All
-
Executive Summary
- Opportunities for online search technology
- Simplify the viewing experience for those with sensory needs
- Optimise social media location searches
- Provide personalised lifestyle advice from AI chatbots
- What consumers want and why
- Offer in-site purchases on social media to stop users from switching platforms
- Graph 1: consumers who go to social media first when searching for the following information, by women aged 16-24, 2024
- Brands can collaborate with voice assistant technologies to help search queries
- Graph 2: usage of voice search, by age, 2024
- Partner with search engines to offer flexible content access and pay-as-you-go pricing model
- Graph 3: experiences that annoy you when searching for information online, 2024
- Nurture meaningful connections on social media through conversation over short form content
- Graph 4: difficulty finding and connecting with people of similar interests online, by social media users, 2024
- Innovation and marketing
- Search with images with Circle to Search
- Sportswear brand ‘hijacks’ SEO
-
Market Dynamics
- Market background
- Consumers still favour Google despite Microsoft Edge making strides with AI
- Graph 5: online search engines used, 2024
- Google’s antitrust ruling could effect its dominance as a search engine
- Google faces potential market share reduction under new EU regulations
- Majority of consumers value the right for privacy online
- Social media as the new search engine…
- Graph 6: usage of social media, 2024
- …and the new shopping destination
- Optimise visual search to improve discoverability
- Graph 7: usage of social media platforms, by Generation Z, 2024
- ChatGPT is the most used Gen AI chatbot
- Graph 8: usage of AI chatbots, 2024
- Gen AI chatbots are used the most when looking for health and fitness advice
- Website traffic and visibility may drop
- Online Safety Bill will make the web a safer place
-
What Consumers Want and Why
- Searching for information online
- Consumers have more options to search for information
- Graph 9: online platform consumers go to first when searching for information, 2024
- Young men still favour search engines when looking for information
- Young women turn to social media
- Snapchat and TikTok users more dependent on social media search
- Graph 10: number of people using social media to search for information, by social media site users, 2024
- Consumers want premium lifestyle advice from AI chatbots
- Gen AI chatbots can help consumers to compare products
- Online search features
- Search by location is the most common tool when searching online
- Graph 11: online search features used, 2024
- Improve searches by location on social media
- Consumers get more comfortable with voice searches
- Partner with voice technologies to assist consumer questions
- Threads faces misinformation challenges
- Online search pain points
- Out of stock products are the most frustrating experience
- Graph 12: experiences that annoy you when searching for information online, 2024
- Search engines can overcome paywall frustrations with pay-as-you-go pricing model
- Despite controversies, Facebook users are least likely to be bothered by politically biased search results
- Graph 13: search results are politically biased, by social media users, 2024
- Political bias and misinformation plague AI chatbots…
- Graph 14: search results are politically biased, by AI chatbot used, 2024
- …leading to mistrust
- Simplify shopping with automated price comparison and real-time updates
- Consumers have mixed feelings about personalised ads
- Diversify search results with content from smaller businesses
- Online search behaviours
- Consumers want to be able to delete their search history
- Graph 15: online search behaviours, 2024
- Social media is saturated with beauty and personal care products
- Social media users are spending more time researching products
- Graph 16: consumers spending more time researching online, by social media users, 2024
- The gender click gap
- Graph 17: I often click on sponsored links that appear in search engine/social media search results, by gender, 2024
- Social media users more likely to click on ads over search engines
- Graph 18: I often click on sponsored links that appear in search engine/social media search results, by search engine and social media users, 2024
- Reviews on social media carry greater trust
- Graph 19: I trust product reviews on social media more than on retailers’ websites, by social media users, 2024
- Build AI summary tools for social media searches
- Graph 20: interest in an AI tool that summarises the content of multiple articles, by search engine and social media users, 2024
- Young men struggle to bond with others online
- Snapchat and TikTok users find it difficult to connect with others….
- Graph 21: difficulty finding and connecting with people of similar interests others online, by social media users, 2024
- …but can create meaningful connections through conversational features
- Sensory overload limits autistic people when searching on social media
- Users exclusively using the Google search engine are least likely to switch platforms to verify their search results
- Graph 22: UK; I usually double check my search results on other platforms (eg switch from social media to a search engine), by search engine and social media users, 2024
-
Innovation And Marketing Trends
- Launch activity and innovation
- Circle to Search offers a smoother online experience
- Quickly search for items on the internet with AI image search
- Natural language search to become the norm
- Marketing campaign ‘hijacks’ SEO
- AI Overviews transforming online search and SEO
- TikTok moves to become a shopping destination
-
Appendix
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 1,495 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
