The way we search for information has changed dramatically over the past decade. Where once we relied almost exclusively on search engines through a browser, today’s users are increasingly turning to apps—tailored platforms that offer fast, specific, and often voice-enabled answers at the tap of a finger. In 2025, searching is no longer just about typing into Google. It’s visual, conversational, predictive, and seamlessly built into the everyday tools we already use.
Apps now form a central part of how people discover businesses, content, recommendations, services and even answers to casual questions. From social platforms and shopping giants to AI assistants and navigation tools, search functionality is embedded into the way we interact with mobile technology.
Understanding where and how people are searching is essential—not just for tech enthusiasts, but for businesses looking to remain visible, relevant and competitive in a world where attention spans are short, and discovery can happen anywhere. The most popular search-enabled apps aren’t necessarily what you’d expect—and many of them don’t look like traditional search engines at all.
Social Media Platforms as Search Hubs
For younger users especially, social media is now the first stop for searching. TikTok has become a surprising but powerful tool for finding recommendations, tutorials, reviews and trends. Its short-form video format allows users to quickly digest content on everything from restaurant reviews and travel tips to how-to guides and product demonstrations.
Rather than searching on Google, many users now open TikTok to type in “best places to eat in Soho” or “easy pasta recipe”—and the results are fast, visual and often more engaging than a traditional web page. TikTok’s in-app search bar has become smarter, showing trending results, refining suggestions, and even suggesting new searches based on current viewing habits.
Instagram, while still focused on visual content, has seen its own search functionality improve. Hashtags, locations and account tagging help users find relevant content quickly. Businesses using Instagram now optimise their captions and profile bios for search visibility—recognising that users type in terms like “hairdresser in Hackney” or “vintage clothing London” expecting local and visual results.
Facebook’s search bar remains widely used, particularly by older demographics. Local businesses, community groups and marketplace listings are all easily found through its in-app search, making it a functional tool for practical discovery, even if it lacks the trend-driven edge of newer platforms.
The Continued Power of Google’s App Ecosystem
Despite the rise of social-first searching, Google remains a dominant force—particularly through its mobile app, which includes voice search, personalised content feeds, predictive text suggestions and integrated maps. Google’s app has evolved from being a simple web search bar into a deeply intelligent tool that understands user behaviour, location and context.
The app’s “Discover” tab shows news, entertainment, sports and lifestyle updates based on personal preferences. Google Lens, also built into the Google app and available standalone, enables users to search visually—scanning images, objects or products to find similar items online. For shopping and travel in particular, this visual search capability is gaining traction quickly.
YouTube, which is part of the Google ecosystem, is another search engine in disguise. Many users go straight to YouTube when they want to learn something, compare products or explore ideas. Whether it’s a tutorial on replacing a boiler or a comparison of electric bikes, YouTube offers content-driven results with the added benefit of reviews, comments and real-life demonstrations.
Voice-Driven Search Through AI Assistants
Voice search continues to grow, especially as smart home devices and AI assistants become more capable. Apple’s Siri, Google Assistant and Amazon Alexa are now central to how people ask questions, set reminders, check the weather, or even find nearby businesses. These systems respond to natural language, enabling users to speak queries aloud rather than type them—changing the way searches are structured and answered.
Instead of short phrases, voice searches are typically longer and more conversational. A user might say “What’s the best coffee shop open near me right now?” rather than “coffee shop London”. This has implications for how content is written and presented online—especially for businesses hoping to appear in voice-powered results.
These assistants also pull data from multiple sources—combining calendar information, maps, reviews, and web results to deliver fast, relevant answers. As they become more integrated into our lives, the ability to search without even picking up a device is becoming more common. This shift from screen to speech represents a quiet but powerful evolution in user behaviour.
Shopping Apps With Built-In Discovery Tools
Online shopping is another area where in-app search has evolved. Amazon’s app is one of the most widely used search platforms globally, with millions of users typing in product queries every day. Its algorithm tailors search results based on purchase history, browsing habits, reviews and Prime eligibility—making it one of the most sophisticated e-commerce search tools available.
Users can scan barcodes, upload images or type keywords to find exactly what they need. The app’s filters, recommendations and related searches guide users through a highly optimised buying journey. For businesses selling through Amazon, understanding how product listings appear in search results is crucial to success.
Other platforms such as eBay, Etsy, and increasingly, TikTok Shop and Instagram Shopping, offer alternative experiences tailored to their audiences. These platforms integrate browsing, inspiration and purchasing all within a single flow—often making the line between content and commerce nearly invisible.
In this way, discovery becomes the default. Users may not even intend to search for something, but through suggested content and subtle prompts, end up exploring or purchasing through in-app search tools.
Navigation and Local Search via Mapping Apps
When it comes to location-specific searches, mapping apps continue to lead the way. Google Maps remains the most popular for finding businesses, services and directions. Searching for “takeaway near me”, “petrol station open now” or “dentist in Ealing” all happen regularly through the app, with the added benefit of instant directions, contact details, and customer reviews.
Apple Maps, once considered clunky, has improved dramatically and is now the default for iPhone users. It integrates with Siri, shows live public transport information, and includes rich business listings. For smaller businesses hoping to capture local traffic, ensuring their presence on these platforms is critical.
Waze, a community-driven navigation app owned by Google, also features location-based search with a focus on real-time conditions. It’s especially popular with drivers and commuters, and its in-app advertising allows local businesses to appear on-screen as users drive nearby.
Searching within mapping apps is often driven by urgency or practicality. People search for services they need immediately—so the speed, relevance and clarity of results matter more than ever.
AI-Powered Productivity and Search Integration
Another fast-growing category is AI-based productivity apps that include advanced search features. Tools like Microsoft Copilot, Notion AI and Google Workspace integrate AI search across emails, documents, spreadsheets and tasks—enabling users to find what they need within their personal digital environment rather than the open web.
These systems allow for semantic and contextual searching. For example, typing “presentation with Q2 sales” in Google Drive can instantly surface the right file, even if the title doesn’t contain those exact words. As professionals grow more reliant on cloud platforms, these internal search tools become essential for productivity.
Slack and Teams, widely used for workplace communication, also have robust search functionality. Users rely on these tools to retrieve messages, files and discussions, making them essential for keeping track of conversations and decision-making.
These aren’t public search platforms in the traditional sense—but they highlight how search is becoming deeply personal and context-aware. It’s not just about finding things—it’s about finding your things, efficiently and intelligently.
Niche Apps That Lead Their Category
Beyond the tech giants, certain apps dominate search within their specific niches. Spotify and Apple Music, for example, are the primary search platforms for music discovery. People no longer Google song lyrics as often—they type them directly into their music app to identify, stream or save the track.
Pinterest remains a go-to for visual inspiration, with millions of searches each day for design ideas, fashion, recipes and home decor. Its visual search tool allows users to find products and content similar to images they like—blending inspiration with shopping.
Reddit, while not always seen as a search tool, has become a trusted space for authentic information. Users often search within Reddit to find real user opinions, product experiences and community advice that can’t be found in standard search engine results. This is especially true for niche interests, technology reviews and longform discussions.
Each of these apps dominates its domain, and their in-app search tools are central to how people engage with the content. For creators, retailers and brands, understanding how to optimise for these environments is key to staying visible in a multi-platform world.
The Future of Search Is Everywhere
As we move further into 2025, the definition of a search engine is changing. Search is no longer a single activity on a single platform—it’s woven into every app, every interface, and increasingly, every device. Whether it’s asking a question, looking up a product, finding a place or exploring an idea, people expect answers instantly—and they expect those answers to come from wherever they happen to be. Getting found as a business is becoming more difficult and the days of your business just being found on Google or Bing through search engine optimisation are getting further away.
Businesses need to rethink visibility beyond Google rankings. Are they findable on Instagram? Do they show up in TikTok results? Are they correctly listed in Google Maps? Do they offer video content that ranks in YouTube searches? Do they appear in Reddit discussions or get tagged on Pinterest?
The apps that dominate search today are diverse and constantly evolving. Some are driven by AI, some by community, some by entertainment and others by utility. But they all share one thing: they help users find what they’re looking for, quickly and intuitively.
For anyone hoping to be discovered—whether you’re selling, informing, entertaining or building a brand—the search landscape is no longer just a destination. It’s a journey that happens everywhere.
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