Search still leads, but social and video define the future, especially in Southeast Asia.
According to We Are Social’s Digital 2025: July Statshot: globally, 80%+ of online adults still start with a search engine.
But here’s the generational shift: younger internet users prefer social networks when researching purchases. In fact, across Southeast Asia, social is already the dominant choice for brand discovery. More than 80% of Vietnamese and Indonesian users, and 60%+ in Malaysia and the Philippines, turn to platforms like TikTok, Instagram, and Facebook before they ever search.
And despite the billions poured into paid search ads, it’s still organic search that dominates website traffic, coming just after “direct” visits. Nearly 44% of online adults report visiting a brand’s website in the past month, far ahead of social engagement with brands.
Meanwhile, the screen landscape continues its transformation:
• Streaming now captures 50.1% of TV viewing time
• People spend 11h39 per week on online video, which is 14% more than TV.
And while 48.5% of internet users are “excited” about AI, enthusiasm is rising more slowly than the media buzz might suggest.
What this means for brands:
• Balance search optimisation with social-first creative, especially for SEA audiences
• Don’t ignore organic search: it remains a critical driver of website visits
• Prioritise video for storytelling, brand discovery, engagement
• Use AI thoughtfully, as an enhancer, not a gimmick
Strategy starts not with chasing hype, but with meeting audiences where they truly begin their journey.
