How Many Searches Before a Purchase? Mapping The Modern Buyer Journey

Search fragmentation isn’t just a trend—it’s a fundamental shift that’s not going away. Our recent 2025 Consumer Behavior Index (CBI) reveals that Gen Z consumers hop between an average of 3.6 platforms before committing to a purchase decision. For marketers, particularly those managing multiple locations, this fragmented search behavior offers significant opportunity—if you know how to capitalize on it.

This shift is just an important one for those marketing to young people. Across the spectrum of age, consumers are now navigating across numerous apps and platforms before, during and after their local transaction. Essentially, it breaks down like this: the younger you are, the more platforms you’re using.

Line graph showing the number of platforms used broken down by age, with the basic takeaway being that the younger you are, the more platforms you use.

What Does This Fragmented Journey Look Like in the Real World?

Damian Rollison, our Senior Director of Market Insights, recently painted a vivid picture: A restaurant catches his attention on TikTok, prompting him to verify through Yelp reviews. Next, he navigates there using Google Maps, then shares his experience on Instagram. His anecdote perfectly illustrates the reality of today’s consumer discovery process. Let’s dive deeper into how this fragmented journey plays out across different age groups:

Discovery: A Gen Z consumer finds a trendy local boutique through a TikTok influencer.
Validation: They cross-check the boutique’s latest styles and customer feedback via Instagram Reels.
Navigation: Google Maps guides them to the storefront.
Social Proof: After purchasing, they share their own video haul on TikTok, further fueling the discovery loop for others.

Millennials: Trust but Verify

Discovery: A millennial spots a highly rated brunch spot through Instagram posts from friends.
Research: They verify authenticity and menu offerings via Yelp.
Confirmation: Google Search provides quick access to the restaurant’s location, hours, and wait times.
Engagement: Post-meal, they leave a detailed review on Yelp and share highlights on Instagram Stories.

Gen X: Efficiency Meets Validation

Discovery: A Gen X shopper hears about a local gym through Facebook community groups.
Verification: They consult Google Reviews for broader user experiences.
Direct Action: After deciding, they use the gym’s website via Google Search to sign up.
Community Confirmation: Later, they actively recommend the gym back on Facebook.

Embracing Fragmentation as Your Competitive Edge

These multi-platform journeys highlight a critical shift: visibility isn’t about dominating one channel but strategically appearing everywhere your customers engage. This fragmented landscape creates distinct opportunities for multi-location marketers:

Cross-Platform Presence: Ensuring accurate and engaging content across TikTok, Instagram, Yelp, Facebook, and Google Maps isn’t optional—it’s essential.
Real-Time Authenticity: Actively managing interactions and responding promptly across platforms enhances credibility and consumer trust.
Leverage User-Generated Content: Encourage and amplify authentic, user-generated content that validates your business to prospective customers.

Winning with Fragmentation

Today, success in local discovery hinges on consistency, authenticity, and cross-platform agility. Platforms like SOCi empower multi-location marketers to seamlessly manage visibility and engagement at scale, turning fragmentation from a challenge into your strategic advantage.

Don’t just navigate search fragmentation—lead it. Your next customer is already hopping between platforms. Will your brand meet them at every step? Let us help you make sure that it does.