Consumer Search Behavior within the Business Services Industry: How Businesses Can Navigate

In an era where information is just a click away, understanding consumer behavior is paramount for businesses seeking to navigate the ever-evolving digital landscape. Our latest survey dives into the world of consumer preferences and uncovers what channels individuals turn to when seeking inspiration or information when considering business service purchases. 

Our research surveyed over 1,000 diverse consumers across different verticals. Among the business services industry we saw some key patterns among consumers who are 35+ and younger. 

Regardless of age, Google remained the preferred choice for business services among consumers with 19% among the 18-34 age group and a substantial 55% among the 35+ age group. This underscores the platform’s strong market position and brand recognition. 


This study represents a substantial sample size offering a comprehensive overview of consumer preferences.  

Key Findings:

  • In both age groups, Bing, Amazon, and Facebook were among the top 4 preferred platforms. This highlights the diverse usage of platforms and showcases the most trustworthy platforms that consumers go to for business service’s needs. Businesses can ensure visibility and engagement across a variety of online channels especially these channels when it comes to the business services category.


  • Amazon was a top source for both age groups but especially those 35+ favoring Amazon 67% more than those 18-34. Amazon was also the 2nd most preferred platform for those 18-34 yrs. old. This suggests that the 35+ age group places a higher emphasis on Amazon as a platform for seeking information or inspiration.


  • Search engines accounted for 69% of consumer preferences within the 35+ age group. The prominence of search engines for the 35+ age group showcases the importance of search-centric strategies for businesses looking to engage and influence consumers in the business services category within this demographic.


  • Social media platforms like Facebook, Instagram, YouTube, and LinkedIn have a presence within the business services category as well, especially among consumers 35+ which makes up about 32% of the platforms. Only 28% of those under 35yrs old turn to social. This demonstrates a higher favorability for social platforms for information for those 35+ and older.


Final Thoughts

Our study offers actionable insights tailored to businesses, providing a roadmap for effectively navigating consumer patterns within the business services category. By leveraging these insights, businesses can refine their targeting strategies, ensuring maximum impact and engagement in today’s competitive digital landscape.

If you’d like to learn more on how to efficiently plan your media, our expert team can help you create a measurable, and data driven approach.