Survey Findings: The Digital Customer Journey in 2024

Customer behavior is always changing, whether due to generational trends or new technologies. For marketers, it's crucial to understand how your customers look for information about your brand so that you can show up (and stand out).

Customers are relying on more digital channels than ever before to find information. They're asking questions on search engines, reading reviews across platforms, engaging with locations on social media, and using AI tools like ChatGPT. And with 94% of customers* looking for information beyond major websites like Google, Bing, Facebook, and Apple, their journey is more varied than ever. Learning what your customers expect from your brand can make or break a touchpoint.

To help you navigate the evolving landscape, we conducted an in-depth study on the digital customer journey in 2024. The Digital Customer Journey Survey was completed by over 2,000 consumers around the world. We asked all the hard-hitting questions to understand how customers search for information and the value of a brand showing up with accurate and consistent information.

Here are a few of the key findings from our 2024 survey — and what you need to know to help your brand reach and engage with customers.

• Customers still use major search engines — but it isn't only about Google: 84% of customers use search engines to find more information about products or services such as "Italian restaurant near me" or "hotel in New York City." But 94% of customers use websites other than Google, Bing, Facebook, and Apple as part of their search.

• More than half of customers don't always start on search engines, despite their importance: 31% start directly on a brand's website. Take a look at the full breakdown:

• Social media search is on the rise: 88% of customers say they look on social media platforms for more information about a brand. Here are their top channels:

• The connection between social media and trust is highest among younger users: 81% of Gen Z trust a brand more when it has an active social media presence.

• Reviews play a major role in the brands customers use and trust (across age groups): 71% of customers overall say reviews influence their decision to trust a brand. Gen Z says the exact same thing: 71% of this cohort say customer reviews influence their decisions. Take a look at the top brand trust factors overall below:

• Despite reviews' importance, brands may not be responding quickly enough: Overall, 69% of customers expect a response within a week. Some expect an answer even faster:

• In a world of too much information, accuracy matters a lot: 91% of customers say it's important for a brand's information to be accurate when making a purchase decision. If the information isn't available, they'll look to a competitor.

• Looking ahead, some customers are starting to trust AI tools: 45% of customers are likely to use and trust an AI tool to find more information about a brand. But can brands deliver accurate information to these AI tools so that customers get the right answer?

As our survey results highlight, customers are using diverse sources — from social media to AI tools — to research brands, and they demand accurate and useful information everywhere. So, mastering the digital customer journey in 2024 means being present and engaging across every single one of those touchpoints.

Adapting to these evolving expectations will help you capture and retain customer trust in a competitive landscape.

Click here to learn more about how you can put your best foot forward in the new search landscape.

*Survey details: The results are from an online survey of 2,312 adults who purchased something online within the past year. The survey was conducted from June 14 to 25, 2024, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from five countries: France, Italy, Germany, the United Kingdom, and the United States.