Brand Discovery Channels in 2025
In 2025, the pathways through which consumers discover new brands have become increasingly diverse and dynamic. While the average internet user still relies on a blend of sources, digital channels continue to play a dominant role in shaping brand awareness. From search engines and social media to traditional TV ads and personal recommendations, today’s consumer journey is influenced by multiple touchpoints—each serving a unique role in the discovery process. The latest data highlights how even subtle shifts in user preferences can signal evolving patterns in how people engage with brands.
What’s particularly noteworthy is that no single platform holds the monopoly on brand discovery. Even the most-used channels—like search engines and TV advertising—are cited by just under one-third of global internet users. This fragmentation underscores the importance of adopting a multichannel strategy to reach diverse audiences effectively. Whether targeting younger, digitally immersed users or older, TV-focused demographics, marketers in 2025 must build flexible, insight-driven media plans to stay relevant in an ever-expanding brand ecosystem.
Brand Discovery Channels Statistics 2025
Top 5 Channels for Brand Discovery in 2025 (Global Average)
| Rank | Channel | % of Users Citing It |
|---|---|---|
| 1 | Search Engines | 32.8% |
| 2 | TV Ads | 32.3% |
| 3 | Word-of-Mouth | 30% |
| 4 | Social Media Ads | 29.7% |
| 5 | Brand Websites | 25.8% |
The data reveals that search engines continue to be the leading gateway for brand discovery in 2025, with 32.8% of global internet users citing them as their primary source. TV ads follow closely behind at 32.3%, demonstrating the sustained impact of traditional media even in an increasingly digital landscape. Word-of-mouth recommendations remain a powerful force, trusted by approximately 3 in 10 users. The inclusion of social media ads in fourth place (29.7%) underscores the growing influence of platforms like Instagram, TikTok, and Facebook in shaping purchasing decisions. Finally, brand websites round out the top five, cited by 25.8% of users, reflecting the importance of maintaining a strong, informative, and user-friendly web presence.
What’s particularly striking is how close the top four channels are in usage share, indicating that no single medium dominates consumer attention. This reinforces the need for integrated marketing strategies that span both online and offline channels. While digital formats like search and social media are crucial, TV and personal recommendations still command significant reach, especially among older demographics. For marketers, this means success depends not just on choosing the right platforms, but also on crafting consistent messaging that works across multiple touchpoints—ensuring visibility and engagement at every stage of the consumer journey.
Growth in Top Brand Discovery Channels (2022 vs 2024)
| Channel | Q3 2022 | Q3 2024 | Relative Growth |
|---|---|---|---|
| Search Engines | 30.6% | 32.8% | +7.2% |
| Social Media Ads | 26.6% | 29.7% | +11.7% |
| TV Ads, Word-of-Mouth, Brand Websites | Grew steadily | — | Gradual increases |
Between Q3 2022 and Q3 2024, brand discovery via search engines and social media ads has seen measurable growth, reflecting consumers’ growing reliance on digital channels. Search engine usage increased from 30.6% to 32.8%, a 7.2% relative gain, reinforcing its role as the primary method people use to explore new brands. Even more significantly, social media ads rose from 26.6% to 29.7%, a relative increase of 11.7%, indicating not only more engagement with platforms like TikTok and Instagram but also more effective targeting and content strategies from advertisers.
Although exact numbers weren’t disclosed, TV ads, word-of-mouth, and brand websites also experienced steady growth during the same period. This consistent rise across all top channels suggests that consumers are diversifying their discovery habits, rather than abandoning older ones. For marketers, this trend emphasizes the importance of omnichannel marketing: while digital tools are surging ahead, traditional media and personal networks continue to thrive. Strategic brand visibility in both established and emerging formats is key to maintaining awareness and influence in today’s fragmented media landscape.
Channel Effectiveness by Age Group in 2025
| Age Group | Top Discovery Channel | Other Notables |
|---|---|---|
| 16–34 years | Social Media Ads | 2nd: Search Engines, 3rd: TV Ads |
| 35–54 years | Search Engines | 2nd: TV Ads, Social Media Ads slip lower |
| 55+ years | TV Ads | 2nd: Search Engines, Social Media Ads rank low |
| 65+ years | TV Ads | Social Media Ads not in the top 10 |
In 2025, the effectiveness of brand discovery channels varies widely across age demographics, highlighting the importance of targeted marketing strategies. Among younger internet users aged 16 to 34, social media ads are the leading channel for discovering new brands. Platforms like Instagram, TikTok, and YouTube Shorts play a central role in driving consumer awareness. However, even in this digitally native group, search engines and TV ads still hold significant influence, placing second and third respectively. This suggests that even the youngest audiences rely on multiple sources to validate and engage with new brands.
As we move to older age brackets, the trend shifts noticeably. For users aged 35 to 54, search engines take the lead, reflecting a more utilitarian, research-driven approach to brand discovery. TV ads also remain influential here, but social media ads begin to lose their impact. Among those aged 55 and older, traditional media reclaims dominance—TV ads become the top discovery channel, with search engines following closely. For the 65+ age group, social media ads don’t even appear in the top 10, signaling a significant digital divide. Marketers must therefore adapt campaigns to age-specific behaviors—leveraging social for youth, while maintaining strong TV and search presence for older consumers.
Recommendations for Marketers: Channel Strategy Tips in 2025
| Factor | Considerations |
|---|---|
| Influence | Which channels your audience trusts most for discovery and research |
| Time | Youth spend 3× more time on social media than seniors; retirees watch more TV |
| Platform | Younger users prefer Instagram; older users lean toward WhatsApp & Facebook |
| Needstate | Match message and format with context: bus ride vs. sofa, curiosity vs. outcome focus |
In today’s fragmented media landscape, marketers need to go beyond basic demographics and consider deeper behavioral cues when building their brand discovery strategy. The influence of each channel depends heavily on audience perception—whether they view a platform as a credible source for discovering and researching products. Younger consumers tend to trust peer-driven content on platforms like Instagram or TikTok, while older audiences may place more confidence in traditional media or trusted search results. Understanding this trust dynamic helps tailor not just where a message is delivered, but how it is framed.
Another key consideration is time and context. Younger audiences spend significantly more time—up to three times more—on social media than seniors, making these channels ideal for high-frequency, visually engaging campaigns. In contrast, retirees spend more time watching TV, which favors longer-format, narrative advertising. Marketers must also factor in the platform preference and “needstate” of their target users—whether they’re browsing for entertainment during a commute or searching for solutions in a task-focused moment. Aligning ad format and messaging with these moments increases both relevance and conversion potential. Ultimately, a successful strategy in 2025 means adapting to when, where, and why your audience is paying attention.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
