HigherVisibility Releases Updated Study Tracking Rapid Shifts in Search Behavior

AI usage for search triples in six months as users increasingly diversify platforms like ChatGPT, Google, and social media for different types of queries.

, /PRNewswire/ — HigherVisibility, a nationally recognized digital marketing agency, has published an updated version of its consumer research study, How People Search Today: A Study on Evolving Search Behaviors in 2025. The latest findings, based on a second wave of responses collected in August 2025, reveal a noticeable acceleration in how Americans are using AI tools and other platforms for search.

Originally conducted in February, the study established a baseline of how users were beginning to experiment with tools like ChatGPT. Six months later, the follow-up survey confirms that those early behaviors are quickly becoming more widespread.

Read the full findings here: https://www.highervisibility.com/seo/learn/how-people-search/

Key Takeaways:

Google’s share of general information searches fell from 73% in February to 66.9% in August.
ChatGPT usage tripled, growing from 4.1% to 12.5% in the same category.
Daily AI tool usage more than doubled, increasing from 14% to 29.2%.
34.8% of respondents now report a shift in how they search, up from 27.7% in February.

“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.”

User Preferences Are Becoming More Specialized:

Google continues to lead for local searches and quick facts.
AI platforms like ChatGPT are increasingly used for deeper research and explanations.
Social media plays a growing role in product discovery and trend-based searches.

Users Cite Convenience and Customization:

In open responses, users pointed to ChatGPT’s speed, precision, and conversational nature as key reasons for the switch. Others cited frustration with ad-heavy or overly broad search results on traditional platforms.

What This Means for Businesses:

With search behavior fragmenting across multiple platforms, businesses need to adapt quickly:

SEO strategies must now include AI readiness, not just traditional rankings.
Content must be structured for summarization, conversational context, and discovery.
Cross-platform visibility is becoming a requirement, not a bonus.

About HigherVisibility
HigherVisibility is a digital marketing agency that helps businesses grow through SEO, Paid Search, Paid Social, CRO, and Web Development. We work with a wide range of clients, from small and mid-sized businesses to franchises and multi-location enterprises, delivering strategies that drive measurable performance and scalable results.

SOURCE HigherVisibility