From MediaDailyNews: Search Ads Slide As A Way To Reach Consumers

A bar chart illustrates how different generations in the U.S. and the UK find out about special offers when shopping, with “in-store or online store advertising/signage” being the most common method.

Not a new trend—and likely even more pronounced since this was published—but search is no longer a discovery mechanism.

Search is truly an intent channel—harvesting discoveries happening elsewhere.