The role of Google in the search for daily information is shrinking, while AI tools – especially chatgpt – gains fast terrain. According to a new higher visible study of 1500 American users, that is.
By the figures. Google’s share in general information search assignments fell from 73% in February to 66.9% in August.
Other findings of the survey:
- Chatgpt almost tripledFrom 4.1% to 12.5% of the respondents.
- Daily AI -Tool use doubledfrom 14% to 29%.
- Platform switching is upWith 35% that they have changed how they are looking for, compared to 28% in February.
Mainstream acceptance and experiments with AI tools accelerates. The number of people using AI tools rose daily from 14% to 29.2%. In the meantime, “never” users fell from 28% to 16%
- Younger users are at the forefront and mix Tiktok, Instagram and chatgpt in their search habits.
- In local search – traditionally the stronghold of Google – AI doubled to 10%.
Why we care about it. AI tools are reformed how users discover, compare and use information. Search behavior is brokenWhich means that SEOS can not only rely on Google search (although, to be clear, SEO remains as critical for Google as always). That is why SEO/Geo strategies must now take visibility on multiple AI platforms into account.
About the data. The findings compare two identical surveys of 1500 American participants conducted in February and August. Respondents include a series of ages, regions and demography, so that higher visibility could follow trends with consistency and validity over time.
The report. How people search today: a study of evolving search behavior in 2025
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About the author
Danny Goodwin is editorial director of search engine Land & Search Marketing Expo – SMX. He joined Search Engine as a senior editor in 2022. In addition to reporting the newest search news for search marketing, he manages the SME program (subject expert) of Search Engine Land. He also helps our SMX events programming.
Goodwin has been edited and written since 2007 about the latest developments and trends in search and digital marketing. He was previously executive editor of Search Engine Journal (from 2017 to 2022), editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He spoke at many important search conferences and virtual events and comes from his expertise through a wide range of publications and podcasts.
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