The UK search landscape is undergoing a shift, with Google seeing a slight decline in market reach and users expressing concerns about the reliability of AI-powered search results. As AI continues to influence search engine development, trust and user behaviour are becoming critical factors in shaping future strategies.

Google’s Declining Market Share in the UK

According to Ofcom’s Online Nation 2024 report, Google’s market reach in the UK fell to 83%, down from 86%. This drop highlights a potential shift in user preferences as concerns about AI-powered search results grow.

Interestingly, while alternative search engines like Bing and DuckDuckGo are making modest gains, Google remains dominant across all devices, with 49% of daily active users and an 84% share of mobile searches.

Key Takeaways:

• Bing’s AI surge was short-lived. After integrating ChatGPT in February 2023, Bing’s reach peaked at 46% in April before stabilising at 39% by mid-2024.

• Mobile search dominance. Google continues to capture the majority of mobile searches, whereas Bing performs better on desktops, particularly among older users.

The Rise and Fall of AI in Search

Microsoft’s incorporation of ChatGPT in Bing initially created excitement, boosting its reach significantly. However, the novelty of AI-driven search appears to be wearing off.

By May 2024, Bing’s reach dropped from its April high, settling at levels still above pre-AI adoption but reflective of user caution. These trends suggest that while AI features pique interest, they may not yet deliver the reliability users expect.

The Trust Gap in AI Search Results

Trust in AI-generated search results remains a significant hurdle, with only 18% of UK users expressing confidence in their reliability.

Trust Metrics by Demographics:

• Young adults (16-24): Slightly higher trust levels at 21%.

• Gender differences: Men report greater confidence in AI results compared to women.

• Neutral confidence: A third of users neither trust nor distrust AI-generated content.

These findings indicate an opportunity to improve trust by enhancing the quality, accuracy, and transparency of AI-powered results.

Demographic and Device Trends

User behaviour varies by age group and device:

• Older users prefer Bing. Among users aged 65+, Bing has a reach of 43%, compared to just 36% among users aged 25-34.

• Desktop vs. mobile: While Google dominates mobile searches, traditional search engines like Bing and Yahoo maintain a stronger presence on desktop devices.

• Daily search habits: 69% of UK adults visit at least one search engine daily, showcasing the continued reliance on search despite emerging tools and platforms.

What These Trends Mean for Marketers

The evolving search landscape presents both challenges and opportunities.

Key Considerations:

1. Trust remains a top priority. Address user concerns by prioritising quality, transparency, and reliability in content.

2. Blending traditional and AI-driven methods. AI should complement—not replace—established search strategies.

3. Tailoring strategies to demographics. Consider age-specific preferences and device usage patterns when developing search campaigns.

Recommendations for Content Creators:

• Focus on creating high-quality, reliable content that addresses user needs directly.

• Optimise for AI features selectively, where they genuinely enhance user experience.

• Monitor trends in search behaviour to adapt strategies proactively.

Methodology Behind the Insights

The Online Nation 2024 report’s findings are based on robust data sources, including the Online Experiences Tracker and Ipsos Iris Panel Data. These provide comprehensive insights into search behaviour across a wide demographic range, with passive device tracking offering an accurate view of usage patterns.

Final Thoughts

As the UK’s search habits evolve, Google faces new challenges from emerging AI-driven competitors and growing user scepticism. For marketers, the focus should be on building trust, leveraging AI strategically, and tailoring approaches to changing user preferences. By aligning strategies with these insights, businesses can stay competitive in an increasingly dynamic search landscape.