User Behavior Changes in Search Engines: A 2025 Analysis
User search behavior is experiencing the most radical transformation since Google’s inception. Data from 2025 demonstrates revolutionary, not evolutionary changes in how people search for and consume information. The dominance of AI-powered answers is creating a new ecosystem where traditional effectiveness metrics give way to interaction quality indicators and contextual relevance.
Evolution of user search behavior in 2025: comparing February vs August
Dramatic Behavioral Shifts in Six Months
A HigherVisibility study comparing February and August 2025 data revealed an unprecedented pace of change in user search habits. Within just six months, transformations occurred that previously took years to unfold:highervisibility
Google’s share of general information searches dropped from 73% to 66.9% — a 6.1 percentage point decline in half a year represents the most significant drop in the search engine’s history. Simultaneously, ChatGPT usage for search grew from 4.1% to 12.5% — a threefold increase confirmed by OpenAI’s official data showing market share growth from 6% to 12%.highervisibility
Particularly telling is the doubling of daily AI tool usage from 14% to 29.2%, indicating a shift from experimental use to systematic integration into daily workflows. The number of users who never used AI dropped from 28.5% to 16.3% — a decline of more than 12 percentage points evidencing mass adoption barrier breakthrough.highervisibility
The Traffic Quality Paradox: Fewer Clicks, Greater Engagement
Analysis of user interaction with AI content reveals a fundamental paradox of modern search: declining quantitative metrics alongside rising qualitative indicators.
The impact of AI on user behavior: interaction time, CTR and trust level
AI traffic interaction time exceeds traditional by 67.7% — visitors arriving through AI platforms spend an average of 9 minutes 19 seconds on sites versus 5 minutes 33 seconds for regular search users. Median metrics confirm this trend: 2 minutes 24 seconds for AI versus 1 minute 53 seconds for organic traffic.seranking
However, AI Overviews presence reduces CTR by 34.5% for first position search results. An Ahrefs study based on 300,000 keywords showed average CTR dropping from 7.3% to 2.6% when AI summaries are present. BrightEdge confirms these findings, recording CTR decreases of 47.5% on desktop and 37.7% on mobile devices.ahrefs
The Pre-Qualification Phenomenon
AI platforms create a «pre-filtering» effect for users. Instead of multiple superficial clicks, AI traffic generates fewer but more targeted visits. Users arrive at websites with pre-established context after dialoguing with AI systems, explaining longer dwell times and higher engagement levels.seranking
Crisis of Trust in AI-Generated Answers
Despite growing usage, trust in AI remains critically low. Exploding Topics research shows that only 8.5% of users always trust AI Overviews, while 21% never trust them. Overall, 82% of users remain skeptical of AI-generated content.explodingtopics
A global KPMG study of 48,000 respondents across 47 countries confirms the trend of declining trust as AI usage increases. Paradoxically, increased AI experience correlates with decreased trust — users with more AI interaction better understand system limitations and more frequently doubt answer accuracy.kpmg
87% of respondents demand legislative regulation of AI misinformation, indicating systemic concern about AI-generated content quality. Columbia University research found that AI search engines regularly provide inaccurate answers, fake links, and copy content instead of referring to original sources.forbes
Evolution of Click Patterns After AI Overviews
Only 18.6% of users always or usually click on sources in AI Overviews, radically differing from traditional search behavior. Pew Research Center established that users seeing AI summaries click on search results 8% of the time versus 15% without AI summaries.explodingtopics
Changing Viewing Patterns
Users are adapting interaction strategies with search results:
- «Pause and Read» pattern: users linger at the top of pages to read AI summaries before deciding to click
- Follow-up Questions: many use suggested AI additional questions instead of visiting websites
- Selective Clicking: clicks occur only when AI summary information is incomplete or detailed analysis is needed arcintermedia
Google acknowledges changing click quality: while click volume decreases, «click quality improves» — users visit sites more purposefully and with clearer intentions.reddit
Demographic and Behavioral Patterns
Demographic data analysis reveals clear generational stratification in AI search adoption:
Gen Z (18-24) leads the transformation: 55% changed search behavior, 42% use AI daily, and 68% employ multi-platform strategies.
| Request type | Google (%) | ChatGPT (%) | Other AI (%) | Social networks (%) | AI time (min) | Time on Google (min) | AI confidence level (1-10) |
|---|---|---|---|---|---|---|---|
| Simple actual | 85 | 8 | 3 | 4 | 2.5 | 1.2 | 4 |
| Product Comparison | 70 | 25 | 3 | 2 | 8.5 | 4.5 | 6 |
| Training materials | 60 | 35 | 3 | 2 | 12.0 | 6.0 | 7 |
| Local search | 80 | 15 | 2 | 3 | 4.0 | 2.0 | 5 |
| News and current information | 90 | 5 | 2 | 3 | 1.5 | 0.8 | 3 |
| Technical assistance | 55 | 40 | 3 | 2 | 15.0 | 8.0 | 8 |
They characteristically blend TikTok, Instagram, and ChatGPT for different search types.
Millennials (25-40) demonstrate a pragmatic approach: 48% changed behavior, focusing on productivity enhancement and decision-making through AI. They show the highest satisfaction with combined search strategies.
Gen X (41-56) exhibits caution but growing interest: 32% changed behavior, primarily for educational and technical queries. When transitioning to AI, they report high satisfaction, but the adaptation process is slower.
Boomers (57+) remain most conservative: only 22% changed behavior, but when using AI demonstrate consistently high satisfaction.
Platform Specialization by Query Types
Data shows the formation of a specialized search platform ecosystem:
Simple factual queries: Google maintains dominance (85%), minimal AI usage (8%)
Product comparisons: Growing AI role (25% for ChatGPT) while Google drops to 70%
Educational materials: AI captures 35% of market, Google falls to 60% — the greatest transformation among all categories
Technical support: ChatGPT reaches 40% usage, reflecting its effectiveness in solving complex technical problems
News and current information: Google remains dominant (90%) due to data freshness advantages
Regional Behavioral Differences
European users demonstrate highest readiness for AI search: average AI traffic session duration is 10.3 minutes versus 5.8 minutes for organic search. Claude shows extreme results in EU: nearly 67-minute average sessions.
USA shows the smallest difference between AI and traditional traffic: 6.7 versus 5.2 minutes, potentially indicating more mature and efficient use of both technologies.
UK occupies middle ground: 7.3 minutes for AI versus 5 minutes for organic traffic.seranking
Business Model Impact
AI Overviews appear in 86.8% of commercial queries, radically changing online commerce dynamics. In «Clothing and Fashion» category, AI summaries are present in nearly 99% of search queries. arcintermedia
Publisher Traffic Transformation
British publishers report 47.5% CTR decline on desktop with AI Overviews present. Research based on 3,500 news terms showed 12.2% AI Overview penetration with variation from 12.5% for breaking news to 50% for health and horoscope topics. pressgazette
Qualitative traffic change: publishers receive fewer but more engaged readers, requiring business model revision from quantitative to qualitative metrics.
Technical Performance and User Preferences
ChatGPT processes 2.5 billion prompts daily versus Google’s 13.7 billion search queries. Despite 373-fold Google volume superiority, ChatGPT demonstrates 2.3 times higher external click-through probability. mcneece
Speed versus accuracy: users note that «ChatGPT is faster and more accurate», «provides customized results based on chat history», while «Google search has become less powerful». highervisibility
Search Behavior Development Forecasts
Gartner predicts a 25% decline in traditional search engine volume by 2026 in favor of generative AI assistants. ChatGPT could overtake Bing in query volume as early as 2025. arcintermedia
Multi-platform strategies are becoming standard: 46.2% of users recognize changes in their search behavior, while 34.8% actively modify habitual patterns. highervisibility
Search Behavior Emergence Effect
An emergence phenomenon is observed: the sum of individual user behavior changes creates a qualitatively new search ecosystem where:
- Context trumps keywords
- Dialogue replaces queries
- Traffic quality exceeds quantity
- Platform specialization by intent
Conclusion: A New Search Behavior Paradigm
2025 marked the transition from keyword-based to intent-based search, from transaction-oriented to relationship-oriented interaction. Users aren’t merely changing tools — they’re fundamentally reconceptualizing the information search process.
Key transformations:
- Quality over quantity: AI traffic generates fewer clicks but deeper engagement
- Trust through verification: Growing importance of checking AI answers against alternative sources
- Platform specialization: Ecosystem formation for specific query types
- Generational transition: Young users creating new search behavior standards
These changes require businesses to immediately adapt visibility strategies to multi-platform reality, where success is determined not by Google ranking, but by relevance for AI answers and user experience quality.