How Do Consumers Discover New Products in 2025? The Data May Surprise You

In a world saturated with ads, influencers, and algorithms, one critical question remains for marketers: How do consumers discover new products today?

Spoiler alert: It’s not just social media. Or TV. Or word-of-mouth. It’s all of them, but the weight each carries depends heavily on who your audience is, what you’re selling, and where you’re marketing it.

🔎 Top Ways Consumers Discover New Products (According to Recent Surveys)

According to a 2024 survey by Statista and GWI (Global Web Index), the most common ways U.S. consumers reported discovering new products are:

(Source: GWI Core Q4 2024, U.S. Consumers)

🔍 1. Search Engines Still Reign Supreme

Yes, SEO still matters. Nearly half of consumers start their product discovery journey with a search engine, whether it’s typing “best running shoes for flat feet” or “new skincare for rosacea.” This underscores the importance of having:

• Well-optimized product pages
• Rich content (blogs, FAQs, how-tos)
• Schema markup for rich snippets
• A fast, mobile-friendly website

Google is the new front door. If you’re not showing up, you’re not in the game.

📱 2. Social Media Is the Watercooler of Product Discovery

While organic reach may have declined, social media remains a major product discovery engine, especially for younger demographics. Here’s a closer look at platform performance (source: Insider Intelligence, 2025):

• TikTok: #1 for Gen Z (ages 18–24), 55% use it to discover new products
• Instagram: 43% of Millennials rely on it for product discovery
• Facebook: Still strong among the 35–54 age group, especially via Groups and Marketplace
• YouTube: The #2 search engine in the world, critical for product tutorials and influencer reviews

👥 3. Word-of-Mouth: Still Golden, Now Supercharged Online

Word-of-mouth isn’t dead—it’s just moved online. Whether it’s a Reddit thread, a TikTok comment section, or a WhatsApp message, people trust other people, not brands. Nielsen’s Trust in Advertising report (2024) found that:

88% of global consumers trust recommendations from people they know more than any other form of advertising.

For marketers, that means investing in user-generated content, reviews, and loyalty programs that encourage referrals.

🛒 4. Amazon Is a Search Engine Too

A whopping 74% of U.S. shoppers report starting product searches on Amazon before anywhere else (source: JungleScout, 2025). If your product isn’t discoverable on Amazon (or at least benchmarked against it), you’re missing where many buying journeys begin.

Key tactics include:

• Optimizing product titles and images
• Encouraging customer reviews
• Using Amazon Ads for visibility
• Including keywords in your listings, like you would on Google

📺 5. TV Still Has Pull, But It’s Aging

Traditional TV and even streaming ads can still make a big splash, particularly for national brands and older consumers. However, their effectiveness for product discovery is declining. Only 22% of consumers cited TV as a source of product discovery, down from 30% just five years ago.

For DTC or niche brands, your dollars may work harder elsewhere.

🎯 Key Takeaways for Marketers:

1. Don’t underestimate SEO: Product discovery often starts with a Google search—even for Gen Z.
2. Leverage platform-specific social media, such as TikTok, Instagram, and YouTube, depending on your target audience.
3. Encourage referrals and reviews: Word-of-mouth is timeless and more scalable than ever, thanks to online platforms.
4. Be smart about Amazon: Optimize for search and product placement if you sell on the platform.
5. Reassess your TV and email spends: They still work, but not as efficiently as search, social, or online retail platforms.

Product discovery in 2025 is multi-channel, non-linear, and deeply personal. While many brands pour money into one shiny object (hello, influencers!), the smart ones focus on being everywhere their customer might look—not just where the buzz is loudest.

So ask yourself: Is your product easily findable? Or ar