According to Ofcom’s Online Nation report, Google Search’s share in the UK has declined from 86% to 83% this year. The biggest reason for this decline is users’ distrust of AI generated search results as only 18% of users said that they trust AI powered answers on Google search. When Microsoft Bing added ChatGPT in its search engine, it saw a 46% increase in share in April 2024. In May 2024, the share of Microsoft Bing decreased to 39%. It shows that as users’ excitement about AI started slowing down, so did the share because users started getting apprehensive about AI generated search results.
AI has started dominating all over the world but users have started looking at it with eyes of distrust. The level of trust is a bit higher among young people of ages between 16 to 24 (21%) than other people in the UK. Only a few people have neutral thoughts about AI generated results, and men have higher levels of trust on AI than women. The report also talked about differences in search behaviours across different ages and devices in the UK.
According to the report, Google has the highest reach (83%) on all devices and has 49% daily active users. On the other hand, Bing has just 39% reach, with older generations preferring it more than younger generations. Google is also dominating on mobile searches (84%). 69% of people in the UK have reported that they visit at least one search engine daily.
Even though AI is bringing some change in search traditions and overall user behaviour, most users still prefer traditional search. Marketers just need to build unique and different strategies to attract users of all age groups. Focus on unique content should also be the top priority for marketers and they should optimize AI to add value to their content.
Read next: Apple Leads the Global Smartwatches Shipment in Q3 2024 with Highest Shares
AI has started dominating all over the world but users have started looking at it with eyes of distrust. The level of trust is a bit higher among young people of ages between 16 to 24 (21%) than other people in the UK. Only a few people have neutral thoughts about AI generated results, and men have higher levels of trust on AI than women. The report also talked about differences in search behaviours across different ages and devices in the UK.
According to the report, Google has the highest reach (83%) on all devices and has 49% daily active users. On the other hand, Bing has just 39% reach, with older generations preferring it more than younger generations. Google is also dominating on mobile searches (84%). 69% of people in the UK have reported that they visit at least one search engine daily.
Even though AI is bringing some change in search traditions and overall user behaviour, most users still prefer traditional search. Marketers just need to build unique and different strategies to attract users of all age groups. Focus on unique content should also be the top priority for marketers and they should optimize AI to add value to their content.
Read next: Apple Leads the Global Smartwatches Shipment in Q3 2024 with Highest Shares
