From search to social, from Google to TikTok to AI this is how consumers actually discover, decide, and buy.
Download the 2025/26 Multi channel Search Report
We analysed 1.5bn searches over 9,000 customer journeys
The Rise at Seven SEO & Data team analysed 1.5 billion searches across 5 channels of the most-searched keywords on the internet (commercial intent)- spanning Travel, Fashion, Beauty, Tech & Electronics, Health, Automotive, Food, Gaming, Sport & Fitness, and Home & Garden - to uncover how people really discover and buy in 2025/26.
What we found changes everything:
Google only accounts for just 34.5% of total search share of those keywords while YouTube (24%), TikTok (16.7%), and Instagram (20.9%) collectively capture more than 60% of search discovery.
The average consumer now uses 3.6 platforms before making a purchase.
A buying journey can take anywhere from 2 days to 10 weeks, with up to 97 interactions along the way.
Google now only accounts for 34.5% of total search share, while YouTube (24%), TikTok (16.7%), and Instagram (20.9%) collectively dominate over 60% of discovery.
TikTok drives 17–18% of all search activity in both the UK and US
YouTube now accounts for ~25% of total search volume across categories.
Instagram dominates fashion (25%+), food (25%+), and beauty categories.
Pinterest holds steady at ~4% - small but high-intent (visual planning stage)
Keywords analysed were mostly bottom of the funnel generic non brand keywords
