Recherche en ligne en 2025 : l'étude IFOP x Talanoad's Consulting
Since 2013, Talanoad's Consulting has been examining the changes taking place in French people’s search and purchasing habits. After significativement developments in 2017 and 2021, this new 2025 edition, conducted with IFOP, confirms a major shift: l'IA générative is becoming part of the parcours client, Google is losing its central role, and brands need to rethink their visibility stratégies.
l'étude, conducted among a representative sample of 1,002 people, paints a clear picture: fragmentation of channels, growing trust in AI, rise in the prescriptive power of automatic recommendations… Online search is no longer linear. It is becoming conversational, personalised and driven by technologies capable of anticipating intentions.
Key figures from the study
- – 66%: baisse du Google's popularity as the preferred moteurs de recherche for le shopping en ligne over the past ten years
- 64% of French people believe that l'IA générative will one day replace traditional engines.
- 54% say they are willing to click on an AI recommendation for a purchase
- 72% of those under 35 are most receptive to these suggestions (brands, hotels, services, etc.).
- 18% of French people now use réseaux sociaux to make purchases, compared to 2% who use l'IA générative.
- People aged 18–24 are nearly three times more likely than average utiliser AI to obtain information.
1. Google still lagging behind new purchasing journeys
The study reveals a historic upheaval: Google has lost two-thirds of its part de marché in ten years in le shopping en ligne-related usage. An undisputed monopoly in 2013 with a 93% share of voice, it fell to 49% in 2021 and then stabilised at 32% en 2025, now closely followed by Amazon (34%), but above all by new entrants: social networks (18%) and l'IA générative (2%).
This decline marks la fin de the historic duopoly: purchasing journeys are becoming fragmented, and brands must now contend with multiple spheres of influence — TikTok, Instagram, ChatGPT, Gemini…
2. Those buyers who prefer to be advised by AI rather than searching themselves
Tomorrow, we will no longer buy what we find, but Qu'est-ce que suggested to us.
One in two French people (54%) say they are willing to buy based on an AI recommendation, a figure that rises to 72% among those under 35, 67% among higher socio-professional categories, and 69% in the Paris region. Buyers no longer want to search: they expect personalised, fluid, concise suggestions. AI is becoming an influential intermediary, capable of guiding purchasing decisions.
3. Access to information is being reconfigured around AI
86% of French people still use a traditional moteurs de recherche to find information, but 35% of 18–24 year olds already prefer utiliser l'IA générative — nearly three times the national average. Among younger people, access to content is no longer limited to moteurs de recherche, but is organised around interaction with AI, in a conversational and synthetic manner.
4. Trust is a hybrid between engine and AI
82% of French people continue to trust moteurs de recherche, but 26% now consider AI to be reliable or complementary. More than a third of 18–24 year olds and 30% of higher socio-professional categories already adopt a mixed approach.
The hierarchy of trust is changing. For brands, this hybridisation means they must invest in both fronts to remain visible.
5. GSO: a strategic lever in an ecosystem of responses
64% of French people believe that AI will one day replace traditional moteurs de recherche. Generative Search optimisation (GSO) is Par conséquent becoming an essential complement to SEO/SEA.
In an ecosystem where responses now take precedence over results, brands must make themselves visible in other ways — through language models, conversational interfaces, and AI engines.