Why this page? Consumer behavior shifts every year, and marketers need reliable numbers. Below are verified 2025 consumer research statistics on how people use search, social, and reviews before buying—curated for quick scanning and easy citation.
Key takeaways
- 63% of global consumers start their product search on a search engine (Google, Bing, etc.).[1]
- 43% of Gen Z now begin product discovery on TikTok or Instagram instead of Google.[2]
- 77% of consumers read reviews before making a purchase decision.[3]
- 65% of shoppers say mobile search influences their in-store buying decisions.[4]
- 70% of online shoppers compare at least 3 sources before buying.[1]
Search engines
- 63% of consumers globally start product research on a search engine.
- Google accounts for the overwhelming majority of first-touch product searches.
- Search remains the top channel for high-intent purchase research in 2025.
Source: Statista Consumer Insights, 2025.[1]
Reviews & trust
- 77% of consumers read reviews before purchase.
- 46% trust online reviews as much as personal recommendations.
- Star ratings remain the top filter for local and e-commerce searches.
Source: BrightLocal, Local Consumer Review Survey 2025.[3]
Mobile vs desktop behavior
- 65% of shoppers say mobile search impacts in-store purchases.
- 41% of consumers have scanned a QR code in-store to compare product reviews or prices.
- Mobile convenience is now cited as the top factor in shifting research behavior away from desktop.
Source: Think with Google, Consumer Shopping Study 2025.[4]
Copy-ready stats (quick cite)
- 63% of consumers start research on a search engine.[1]
- 43% of Gen Z start discovery on TikTok or Instagram.[2]
- 77% of shoppers read reviews before purchase.[3]
- 65% of shoppers say mobile search influences in-store buying.[4]
- 70% of online shoppers compare 3+ sources before buying.[1]
Sources
Social media influence
Source: Google internal consumer trends report, 2025.[2]