Roughly two-thirds of US consumers use social search, and they’re using it throughout the consumer journey. As AI tools make social search better at understanding context and intent, usage will continue to increase. Meanwhile, platforms are also using AI to improve what have been mostly rudimentary social search targeting tools.

Key Question: How many people use social search and for what purpose?

Key Stat: Roughly two-thirds (66.6%) of US consumers have used social search, per our March 2025 survey.

This report can help you:

• Develop media strategy (brands and agencies)
• Develop commerce strategy (retailers)
• Showcase opportunities for customers (media platforms, solution providers)