Shifting trends in online behaviour reveal a slight dip in Google’s dominance, along with rising skepticism about the reliability of AI-driven search results.
The latest Online Nation report by Ofcom highlights a decline in Google Search’s UK market presence, with user reach falling from 86% to 83% this year.
Meanwhile, trust in AI-powered search remains low, as only 18% of users express confidence in the accuracy of these results.
The fluctuating adoption of AI-enhanced searches
Microsoft’s Bing saw a surge in usage following its integration of ChatGPT in February 2023, reaching a 46% user base in the UK by April.
However, by May 2024, its reach had levelled off at 39%, remaining higher than pre-AI figures. This trend indicates waning enthusiasm for AI-powered search tools, as users become increasingly wary of AI-generated content.
Confidence concerns arise
Although AI search features are widely used, trust issues continue to persist:
- Just 18% of users in the UK find AI-generated search results dependable.
- Trust is slightly higher among 16-24-year-olds, with 21% expressing confidence.
- Around one-third of users remain undecided about the reliability of AI-driven results.
- Men tend to have greater trust in AI-powered searches compared to women.
Device and demographic trends in search behaviour
The latest report highlights differences in search habits based on age and device usage:
- Google holds an 83% reach across smartphones, tablets, and desktops.
- Google also sees 49% daily active users.
- Bing reaches 39% of users, mainly via desktop access.
- Other search engines, like DuckDuckGo, show modest growth, reaching 3% of users.
- Bing performs better with older demographics, reaching 43% of users aged 65+ compared to 36% in the 25-34 age group.
- Mobile search is dominant, with Google leading at 84% of mobile searches.
- Desktop searches are still more prevalent on traditional engines like Bing and Yahoo.
- Around 69% of online adults in the UK use a search engine daily.
Implications for the future of search
As AI integrates more into search, it’s evident that user trust will continue to be crucial as we approach 2025.
For search marketers and content creators, the following are key takeaways:
- Despite AI’s growth, many users still favour traditional search methods.
- Trust concerns present both challenges and opportunities to enhance content.
- Age demographics play a significant role in how people adopt and use AI in search.
- A winning strategy combines AI tools with tried-and-tested methods.
- Rather than replacing current practices, AI search should be seen as an additional tool.
The focus should be on producing high-quality, trustworthy content while incorporating AI where it can genuinely offer value.
Research approach
The Online Nation 2024 report is based on two primary data sources:
Online Experiences Tracker:
- 7,280 internet users in the UK, ages 13 to 84
- Data was collected from May to June 2024 via the YouGov panel.
- Demographic adjustments were applied for accuracy.
Ipsos iris Panel Data:
- Passive monitoring of 10,700 UK adults
- The system tracks the actual device usage on mobile, tablet, and desktop platforms.
- On-going measurement through May 2024
- Includes both in-home and out-of-home data
It’s important to note that some year-over-year comparisons, especially regarding time spent, may be influenced by changes in methodology. For instance, Apple News tracking began in October 2023, which affects certain platform analyses.
Since the study focuses on UK users, trends in other regions may vary. Population estimates are subject to standard margins of error.