Why We Created the Consumer Behavior Index at SOCi: Navigating the Fragmented Future of Local Discovery

At SOCi, we’ve always stood at the intersection of two critical worlds: multi-location brands aiming to grow and the consumers they’re trying to reach. But by 2024, it was clear something profound was shifting. We saw it in the data, we heard it in conversations, and we felt it in our day-to-day interactions: consumer search behavior was fragmenting faster than marketers could keep up.

To truly understand this seismic shift, we launched the Consumer Behavior Index (CBI), our annual, comprehensive survey of over 1,000 U.S. consumers designed to uncover exactly how today’s shoppers find and choose local businesses. Unlike any other research out there, the CBI paints the fullest picture possible—covering consumer interactions across search, social media, reputation management, and now, increasingly, AI-driven discovery.

The Rise of Search Fragmentation

When we began this journey in 2024, we knew we’d uncover new insights into the evolving relationship between traditional search and social platforms. What we didn’t fully anticipate was just how profoundly Gen Z would reshape the discovery landscape.

Fast forward to 2025, and search fragmentation isn’t merely a trend—it’s our new reality. Our latest CBI found Gen Z consumers now regularly use an average of 3.6 different apps to find and choose a single local business. Damian Rollison, our Senior Director of Market Insights, illustrates this perfectly: “TikTok gives me a restaurant recommendation I want to check out, so I look at reviews on Yelp, then I use Google Maps to get there, and post a picture of my order on Instagram.” Simultaneously, a staggering 67% of younger consumers preferred Instagram for local searches over Google, with TikTok closely following.

Traditional search platforms like Google have seen a notable decline, dropping 10% in traffic year-over-year, while social discovery surged to 73%. Even AI tools such as ChatGPT have seen explosive growth, quadrupling their user base since our initial survey. Clearly, the era of “Just Google it” was ending.

Why SOCi Needed to Lead This Conversation

Why did we feel the need to create the CBI? Because no other company had both the platform reach and the cross-channel insights required to fully capture this evolving consumer behavior. Our mission at SOCi isn’t just about empowering businesses—it’s about advocating for consumers who demand convenience, accuracy, and authenticity. By launching the CBI, we aimed to bridge the gap, providing businesses actionable insights straight from the voice of the consumer.

We also saw a complementary relationship between the CBI and our existing Local Visibility Index (LVI). While the LVI represents the voice of multi-location businesses at the local level, the CBI captures consumer sentiments and preferences, giving marketers the complete narrative needed to adapt effectively.

Navigating the Future of Consumer Discovery

So, what does this fragmented reality mean for marketers? Simply put, your brand needs to show up everywhere—not just where it’s convenient or familiar. The CBI has demonstrated conclusively that today’s discovery journey involves an interplay between AI recommendations, social media validation, and traditional review sites. Consumers crave real, authentic interactions, preferring video recommendations and visual content over polished advertisements.

Moreover, consumers are wary: 55% cited concerns about fake reviews, highlighting the importance of authenticity and active engagement. Over 65% reported that they’re more likely to choose businesses responsive to reviews, underscoring the critical importance of real-time, personalized interactions.

How to Win in a Fragmented Landscape

The path forward isn’t about fighting fragmentation—it’s about embracing it strategically. With insights from the CBI, businesses must:

• Prioritize visibility across multiple platforms, from TikTok to Yelp.
• Engage authentically, responding to reviews and leveraging genuine user-generated content.
• Ensure local data accuracy across every touchpoint.

At SOCi, we created the Consumer Behavior Index not just to document change, but to help you navigate it successfully. Fragmentation isn’t the enemy—it’s your next opportunity.

Because today, visibility isn’t just about showing up first—it’s about showing up consistently, credibly, and contextually, everywhere your customers look. That’s the new rule of discovery—and the heart of why we created the Consumer Behavior Index.