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
We compiled the top 100 generic search keywords across Google, YouTube, TikTok, Instagram, and Pinterest, sourcing search volume data via Keyword Tool ⚠️ Google Keyword Planner【Search FREE】and Ahrefs for both the UK and USA. The dataset was then analysed to identify category-level trends and quantify the largest disparities in search behaviour between platforms, alongside other notable patterns and insights.
