NewsDagmar 10.12.2025

Dagmar study: The number of AI searches doubled – search behaviour has become fragmented into multiple channels

Search engine marketing Search engine optimization

Marketing agency Dagmar’s recent Multichannel Search survey reveals how strongly the search behaviour of Finns is becoming multi-channel when they are looking for ideas or inspiration to support purchasing decisions or information to help them compare products and prices.

According to a study completed in autumn 2025, the use of AI tools as a search engine has doubled over the past ten months – the growth has been faster than in any other channel.

At the same time, the use of social media as a search channel has increased significantly. As many as 58 per cent of Finns aged 16–69 search for information on social media, and as many as 94 per cent of 16–24-year-olds do so. The growth is strongest on Tiktok and Instagram. 16–24-year-olds already use social media channels as much as Google.

If you can’t be found on Tiktok, Instagram, or AI tools, you don’t exist.

Social media has already established itself as a search engine – and the use of AI tools as a search engine is growing exponentially.

Heikki Pieniniemi, Chief Digital Officer, Dagmar

What will happen to Google?

Google is still the most used search channel in all age groups in Finland, but its use is no longer growing – there is even a slight decline in some industries.

“Food and recipes, clothing and accessories, and cosmetics are clearly the most multi-channel categories. Cars, telephone and internet subscriptions and insurance will continue to be strongly in Google searches, even though other search channels are already becoming more common there,” says Ville Rekula, Director of Consumer Behaviour.

Dagmar’s Multi-Channel Search survey was now conducted for the second time (the previous one in December 2024). A total of 1,080 Finns responded to the online survey, and the sample represents 16–69-year-olds nationwide. The study mapped how Google, AI tools and six different social media channels are used in a search engine-like manner in 13 different industries.

Do you want to hear more about the change in search behavior and do you want to ensure discoverability now and in the future? We are happy to help!