Yext Inc. Study Reveals Fragmented U.S. Path to Purchase

In a significant press release dated October 7, 2025, Yext, Inc. (NYSE: YEXT), a leading brand visibility platform, unveiled new insights into the evolving landscape of consumer behavior in the United States. The study highlights that the traditional model of online search and shopping is rapidly changing, with only 11% of U.S. consumers placing their trust in the first search result they encounter. This indicates a paradigm shift as nearly 90% of consumers engage in further exploration before making a purchase decision.

The study reveals that the path to purchase has become increasingly fragmented, with consumers diversifying their sources of information. According to the survey, 45% of respondents initiate product research on traditional search engines. However, the influence of AI tools, which account for 15%, and review sites, at 14%, is on the rise. Notably, 73% of participants reported increased usage of AI-powered search tools over the past year, with 45% using them daily. Yet, traditional search remains essential for sensitive topics, with 62% of respondents relying on it for health-related inquiries and 60% for everyday decisions.

Social media continues to play a pivotal role in shaping consumer behavior. More than half of the respondents (52%) utilize these platforms specifically for reviews, while 48% seek local recommendations and 47% look for how-to guidance. This underscores the importance of social proof in the decision-making process, as consumers increasingly turn to their peers for validation before making purchases.

While AI has emerged as a powerful research tool, traditional purchase drivers remain crucial for conversions. The survey indicates that 54% of respondents use AI for informational queries, 48% for creative prompts, and 43% for analytical purposes. However, when it comes to actual buying decisions, consumers prioritize conventional factors such as price, peer reviews, and product specifications.

Yext's survey has also categorized consumers into six distinct search personas, each exhibiting unique behaviors and expectations regarding brand interactions:

Mark Kabana, VP of Data Innovation at Yext, emphasized the need for brands to adapt to this new landscape: “Search is no longer a single journey: it’s a messy web of platforms, formats, and expectations. Consumers bounce between AI, social, and traditional results not out of curiosity, but because they don’t trust the first answer. Brands need to stop optimizing for keywords and start optimizing for delegation. In a fragmented landscape, structured, machine-ready data is your only shot at being chosen — not just seen.”

To help consumers understand their own search behaviors, Yext has launched an interactive quiz that allows individuals to discover their search persona.

The results presented in this release are based on a weighted sample of 1,057 U.S. respondents, part of a broader survey of 2,237 adults across the U.S., U.K., France, and Germany conducted by Researchscape International between March 20 and April 6, 2025. Participants were required to have made an online purchase within the past three months and to have used voice search or conversational AI for finding information online.

Yext is at the forefront of the brand visibility sector, designed to navigate a world where discovery and engagement occur across numerous channels, including AI search, traditional search, social media, and direct communications. Its robust platform is powered by over 2 billion trusted data points, enabling brands to achieve clarity, control, and confidence in their digital presence. For more information, visit Yext.com.