Google still dominates search, but cracks are showing. A new consumer research study from digital marketing agency HigherVisibility, How People Search Today: A Study on Evolving Search Behaviors in 2025, reveals accelerating shifts toward AI-powered platforms.

The study, based on surveys conducted in August 2025, builds on a February baseline and highlights a sharp rise in AI adoption. Google’s share of general information searches dropped from 73% in February to 66.9% in August. Meanwhile, ChatGPT usage tripled, jumping from 4.1% to 12.5%. Daily use of AI tools also spiked, more than doubling from 14% to 29.2%.

“This isn’t just curiosity anymore—it’s habit-forming behavior,” said Adam Heitzman, Co-Founder and Managing Partner at HigherVisibility. “AI isn’t replacing search engines, but it’s redefining how people interact with information.”

Search Habits Are Fragmenting

• Google still leads for local searches and quick fact-checking.

• AI platforms like ChatGPT are increasingly the go-to for in-depth research and detailed explanations.

• Social media is emerging as a discovery engine for products and trend-based queries.

Convenience Drives the Shift
Survey respondents cited ChatGPT’s conversational interface, faster answers, and precision as top reasons for switching. Others pointed to growing frustration with ad-heavy or overly broad results on traditional search engines.

Implications for Businesses
The findings suggest that search behavior is splintering across multiple platforms. For marketers, this means:

• SEO must expand beyond Google rankings to include AI-readiness.

• Content should be structured for summarization, conversational context, and multi-platform visibility.

• Businesses must anticipate user intent across Google, AI, and social channels.

  The full findings are available at HigherVisibility’s research hub.

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