{"id":3602,"date":"2025-07-14T14:01:06","date_gmt":"2025-07-14T14:01:06","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=3602"},"modified":"2025-10-29T07:23:43","modified_gmt":"2025-10-29T07:23:43","slug":"citi-research-says-google-search-continues-to-rule","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/","title":{"rendered":"Citi Research Says Google Search Continues to Rule"},"content":{"rendered":"<p>In a new research report <a href=\"https:\/\/www.barrons.com\/articles\/google-search-ai-risk-65dec770?\">released by Citi,<\/a> it is clear that Google Search is not going anywhere\u2014at least, not yet.\u00a0<\/p>\n<p>While ChatGPT and other AI-powered assistants have gained traction and captured headlines over the past year, Citi\u2019s latest findings show that Google Search remains the central hub for most users\u2019 online behavior.\u00a0<\/p>\n<p>The report, led by Citi Research analysts and spearheaded by Ronald Josey, paints a detailed report of how Americans are using search in 2025.\u00a0\u00a0<\/p>\n<p>AI is exploding across industries, from productivity to content creation to search.\u00a0<\/p>\n<p>Many observers are asking: Will tools like ChatGPT, Gemini or Perplexity AI overtake traditional search engines?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#why-does-google-search-remain-the-default-for-most-users\" >Why Does Google Search Remain the Default for Most Users?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#are-ai-tools-like-chatgpt-replacing-google-for-research\" >Are AI Tools Like ChatGPT Replacing Google for Research?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#how-is-google-expanding-into-shopping-and-travel\" >How Is Google Expanding Into Shopping and Travel?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#what-does-glenn-gabe-say-about-ai-and-google-seo\" >What Does Glenn Gabe Say About AI and Google SEO?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#are-younger-users-abandoning-google-for-alternative-platforms\" >Are Younger Users Abandoning Google for Alternative Platforms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#commercial-vs-research-the-battle-lines-are-drawn\" >Commercial vs. Research: The Battle Lines Are Drawn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/citi-research-says-google-search-continues-to-rule-3602\/#what-should-seos-and-businesses-learn-from-the-citi-report\" >What Should SEOs and Businesses Learn from the Citi Report?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"why-does-google-search-remain-the-default-for-most-users\"><\/span><b>Why Does Google Search Remain the Default for Most Users?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Citi study found that 85% of respondents still consider Google their core search engine and 72% said they go to Google first when they need to look something up.\u00a0<\/p>\n<p>That is an overwhelming majority and, frankly, no surprise for anyone still working in SEO or digital marketing. Google remains the gateway to the internet for billions.<\/p>\n<p>What is interesting, though, is how age plays a role in user preferences:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3603\" title=\"Google Search Remain the Default\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Google-Search-Remain-the-Default.png\" alt=\"Google Search Remain the Default\" width=\"1875\" height=\"1322\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Google-Search-Remain-the-Default.png 1875w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Google-Search-Remain-the-Default-300x212.png 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Google-Search-Remain-the-Default-1024x722.png 1024w\" sizes=\"auto, (max-width: 1875px) 100vw, 1875px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Among users aged 41\u201355, 88% they rely on Google as their primary search engine.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">For younger users, aged 14\u201324, the number dips slightly to 83%.<\/li>\n<\/ul>\n<p>Yes, Gen Z is more open to alternatives but not dramatically so. Google still wins by a wide margin, even among digital natives.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"are-ai-tools-like-chatgpt-replacing-google-for-research\"><\/span><b>Are AI Tools Like ChatGPT Replacing Google for Research?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While Google dominates commercial and navigational queries, think \u201cbuy headphones\u201d or \u201cbest flights to Chicago\u201d\u2014AI-powered tools are carving out their own territory.\u00a0<\/p>\n<p>According to the Citi report, platforms like ChatGPT are used more for research than for purchases.\u00a0<\/p>\n<p>So what does that look like in real life?<\/p>\n<p>If you are a student asking, \u201cExplain quantum entanglement in simple terms\u201d then ChatGPT is ranking. If you are a curious reader wondering, \u201cWhat are the main themes in Macbeth?\u201dagain, AI delivers fast, digestible answers.<\/p>\n<p>But if you are looking to buy a product, compare prices or book a trip? You are likely heading back to Google.<\/p>\n<p>This dichotomy highlights a key trend: AI tools supplement traditional search but they don\u2019t replace it (at least not yet).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-is-google-expanding-into-shopping-and-travel\"><\/span><b>How Is Google Expanding Into Shopping and Travel?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Citi\u2019s analysis did not stop at core search behavior. It also looked at how Google\u2019s broader ecosystem is growing. Features like Google Shopping and Google Travel are increasingly popular, which make Google more than just a search engine. .<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3604\" title=\"Shopping and Travel\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Shopping-and-Travel.png\" alt=\"Shopping and Travel\" width=\"943\" height=\"435\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Shopping-and-Travel.png 943w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Shopping-and-Travel-300x138.png 300w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/p>\n<p>Think of Google not as a static tool but as an ever-evolving hub. Shopping, flights, restaurant reservations, product reviews will all be in one place. And users are taking notice.\u00a0<\/p>\n<p>This expansion is key to Alphabet\u2019s financial health.\u00a0<\/p>\n<p>In fact, Citi reiterated a &#8220;Buy&#8221; rating and a $203 target price for Alphabet shares (GOOGL), citing rising usage of Google\u2019s non-core features and a healthy advertising environment. At the time of the report, the stock was trading at $177.18.\u00a0<\/p>\n<p>With Q2 earnings expected to be strong, Google\u2019s diversified digital portfolio looks more secure than ever.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-does-glenn-gabe-say-about-ai-and-google-seo\"><\/span><b>What Does Glenn Gabe Say About AI and Google SEO?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Industry veteran Glenn Gabe also weighed in on the situation via X. He warned that websites focusing only on AI traffic risk damaging their Google visibility.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">New study from Citi: Google Search is standing its ground for now against ChatGPT<\/p>\n<p>Citi polled 2,400 Google Search users in the U.S. and found that the search engine \u201cremains core to most users\u2019 Internet usage.\u201d The same conclusion held true across all age groups, Citi said.\u2026 <a href=\"https:\/\/t.co\/V9p2Kv4P4x\">pic.twitter.com\/V9p2Kv4P4x<\/a><\/p>\n<p>\u2014 Glenn Gabe (@glenngabe) <a href=\"https:\/\/twitter.com\/glenngabe\/status\/1943712868274442323?ref_src=twsrc%5Etfw\">July 11, 2025<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>His key point? AI Overviews and AI Mode like Google\u2019s new AI-powered search experiences still rely on Google\u2019s core quality systems. That means ranking in these new AI layers is influenced by the same factors as traditional search.<\/p>\n<p>&#8220;Sites that drop in quality could lose visibility not only in traditional search but also in AI Overviews,\u201d Gabe noted. \u201cDon\u2019t ignore Google\u2014it\u2019s still the major traffic driver for most sites.\u201d<\/p>\n<p>In short, if your content is not optimized for Google Search, it probably won\u2019t perform well in AI search either. Quality content, clear structure and trust signals still matter.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"are-younger-users-abandoning-google-for-alternative-platforms\"><\/span><b>Are Younger Users Abandoning Google for Alternative Platforms?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While Google remains dominant, there is a quiet shift happening with younger users. Gen Z is experimenting with non-traditional search channels, including:\u00a0<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">ChatGPT and Gemini<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Instagram and TikTok<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Facebook search<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Reddit and forums<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3605\" title=\"Younger Users Abandoning\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Younger-Users-Abandoning.png\" alt=\"Younger Users Abandoning\" width=\"1200\" height=\"675\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Younger-Users-Abandoning.png 1200w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Younger-Users-Abandoning-300x169.png 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/Younger-Users-Abandoning-1024x576.png 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><i>Image sourced from<\/i><a href=\"https:\/\/www.forbes.com\/advisor\/business\/software\/social-media-new-google\/\"><i> Forbes Advisory<\/i><\/a><\/p>\n<p>For product discovery, visual learning or real-time feedback, these platforms offer something Google can not quite match: community and context.<\/p>\n<p>That is why platforms like TikTok are doubling down on in-app search and why Reddit continues to rank highly for experience-based queries (e.g., \u201cBest VPN Reddit 2025\u201d).<\/p>\n<p>Still, these platforms are not yet replacements for Google. They serve different intent categories and often send users back to Google for final verification or transactions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"commercial-vs-research-the-battle-lines-are-drawn\"><\/span><b>Commercial vs. Research: The Battle Lines Are Drawn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Citi\u2019s study revealed a clear distinction between research and commercial use cases:<\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Use Case<\/b><\/td>\n<td><b>Preferred Platform<\/b><\/td>\n<\/tr>\n<tr>\n<td>In-depth explanation<\/td>\n<td>ChatGPT, AI tools<\/td>\n<\/tr>\n<tr>\n<td>Academic research<\/td>\n<td>ChatGPT, Gemini<\/td>\n<\/tr>\n<tr>\n<td>Shopping<\/td>\n<td>Google<\/td>\n<\/tr>\n<tr>\n<td>Travel bookings<\/td>\n<td>Google<\/td>\n<\/tr>\n<tr>\n<td>Quick answers<\/td>\n<td>Google<\/td>\n<\/tr>\n<tr>\n<td>Decision comparison<\/td>\n<td>Google + Reddit\/TikTok<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>This division shows that AI is playing a supporting role for now. But as AI platforms improve their integration with e-commerce, product discovery and contextual search, that balance may shift.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-should-seos-and-businesses-learn-from-the-citi-report\"><\/span><b>What Should SEOs and Businesses Learn from the Citi Report<\/b><b>?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The findings of this report are clear but the response is up to you. Here is what we at Stan Ventures suggest:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Double down on Google optimization<\/b>.\u00a0<\/li>\n<\/ul>\n<p>Traditional search is still the biggest channel. Keep investing in E-E-A-T (Expertise, Experience, Authoritativeness, Trust) and technical SEO.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Start experimenting with AI visibility.<\/b>\u00a0<\/li>\n<\/ul>\n<p>Understand how your content appears in AI Overviews and conversational AI platforms. Use structured data, clear summaries, and high-quality media.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engage younger users where they are<\/b>.<\/li>\n<\/ul>\n<p>If you are targeting Gen Z, look beyond search engines. Explore content strategies on TikTok, Instagram and community forums.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t panic but don\u2019t sit still either.<\/b>\u00a0<\/li>\n<\/ul>\n<p>Google\u2019s lead is solid, but search habits are changing. Diversify your approach while maintaining a strong search foundation.<\/p>\n<p><b>Is Google Search Still the Leader in the AI Era?<\/b><\/p>\n<p>Yes, AI is reshaping search. And yes, ChatGPT has made huge strides in how we discover and understand information.\u00a0<\/p>\n<p>According to the most recent data, Google remains the backbone of the internet for most people especially when it comes to actions that matter, like buying, booking and deciding.\u00a0<\/p>\n<p>Alphabet\u2019s financials are strong. Its user base is loyal. And its AI integration through tools like AI Overviews and Gemini is far from stagnant.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a new research report released by Citi, it is clear that Google Search is not going anywhere\u2014at least, not yet.\u00a0 While ChatGPT and other AI-powered assistants have gained traction and captured headlines over the past year, Citi\u2019s latest findings show that Google Search remains the central hub for most users\u2019 online behavior.\u00a0 The report, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3603,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-3602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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