Google Search Declines in the UK as Users Distrust AI

As search habits in the UK continue to evolve, Google’s once-dominant presence in the search market appears to be softening slightly. The shift seems to be driven by a growing wariness among users regarding the rise of AI-powered search results. As artificial intelligence plays an increasingly prominent role in generating search outcomes, many users have expressed concerns over the accuracy and reliability of these AI-driven answers. This shift in attitude is contributing to the weakening of Google’s market share in the UK, which has long been the leader in search engine use.

In contrast, Bing briefly saw a surge in activity after incorporating AI features into its search engine. The introduction of AI-powered tools sparked initial excitement and led many users to try the platform, seeking out its new capabilities. However, that excitement has gradually cooled down. While Bing made a strong push with its AI integration, the novelty seems to have worn off, and many users have reverted back to using their more familiar search engines, including Google.

Despite the advancements in AI technology, a significant portion of UK users remain sceptical about the reliability of AI-generated search results. Concerns about the accuracy, potential biases, and the overall trustworthiness of these results are prominent among users. Many are cautious about placing too much trust in algorithms and still favour traditional, non-AI-powered search methods for the time being. As AI continues to develop, it remains to be seen how these concerns will shape the future of search habits in the UK.

Google Search’s market share in the UK has experienced a notable decline this year, with its user reach dropping from 86% to 83%, according to Ofcom’s Online Nation report. This marks a significant shift in the search landscape, as Google has long been the dominant player in the UK market. The drop in market share signals that users may be exploring other search options or re-evaluating their preferences for online search.

This decline in Google’s reach comes at a time when concerns over AI-powered search results are growing. A significant 82% of users have expressed reservations about the accuracy of these AI-driven answers, with only 18% of users confident in their reliability. This lack of trust in AI results is indicative of broader apprehension about the implications of artificial intelligence in everyday tasks, particularly when it comes to information retrieval. Users seem to be increasingly cautious about relying on AI-generated search outcomes, fearing the potential for inaccuracies, bias, and a lack of transparency.

As AI continues to play a more prominent role in shaping search results, these concerns could have a lasting impact on user behaviour. If trust in AI-powered results does not improve, it may lead to further shifts in how users engage with search engines, potentially influencing their choices of search platforms in the future. While Google remains a key player, this growing scepticism around AI is a trend that could reshape the search landscape in the UK in the years to come.

The Rise & Fall of AI Search Adoption

Microsoft’s Bing experienced a significant surge in popularity after the integration of ChatGPT into its search functionality in February 2023. This marked a pivotal moment for the search engine, with user reach soaring to 46% in the UK by April. The excitement surrounding the inclusion of ChatGPT, an AI-powered tool, led many users to flock to Bing, eager to explore the new search capabilities it offered. The addition of AI search tools brought a sense of innovation and advancement to Bing, giving it a competitive edge in a market dominated by Google.

However, by May 2024, Bing’s market share had levelled out at 39%, still above the levels it had reached before the introduction of AI. While the search engine’s reach remained higher than before, the growth had clearly slowed down. This decline in Bing’s market share suggests that the initial excitement over AI search tools may be fading, and users are becoming more measured in their adoption of such features. It seems that, as the novelty of AI-powered search tools wears off, users are growing more cautious about relying on AI-generated results.

This shift in user behaviour points to an underlying trend of increasing scepticism and caution around AI-generated content. While the appeal of AI-driven tools is still present, users may be taking the time to evaluate the accuracy and reliability of the results provided. It’s possible that the novelty of the technology has worn off, leading users to reconsider the extent to which they trust AI-generated search results. This evolution in user engagement could signal a growing demand for search tools that balance innovation with transparency and trustworthiness, as users remain vigilant about the information they access.

Trust Gap Emerges

Despite the widespread adoption of AI search features, trust in these tools continues to be a significant concern among users. According to recent data, only 18% of users in the UK believe that AI-generated search results are reliable. This suggests that, while many have embraced the technology, there remains a level of scepticism regarding the accuracy and trustworthiness of AI-driven outcomes. The limited confidence in AI search results highlights the challenges facing companies in building user trust around these new tools.

Interestingly, younger users, particularly those aged 16 to 24, exhibit slightly higher trust in AI-powered search results, with 21% of them expressing confidence in their reliability. This age group, typically more familiar with emerging technologies, may be more inclined to trust AI tools. However, the majority still display reservations, with a third of users indicating neutral confidence in the reliability of AI-generated results. This neutral stance reflects a degree of uncertainty and caution that is prevalent across various age groups.

Gender differences also emerge when it comes to trust in AI search results. Research suggests that men are generally more confident in AI-driven search results than women. While the reasons for this disparity are not fully clear, it may indicate different patterns of technology adoption and trust between genders. These findings underscore the need for further efforts to build broader trust in AI search technologies across all user demographics.

Demographics & Device Usage

The latest report highlights notable variations in search behaviour across different age groups and devices, shedding light on how users interact with search engines in the UK. Google continues to dominate the search landscape, maintaining an impressive 83% reach across smartphones, tablets, and computers. Despite growing competition, Google still attracts a significant share of users, with 49% of them engaging daily.

Bing, on the other hand, has managed to secure a 39% reach, but its performance is largely driven by desktop users. While Bing’s reach on mobile devices lags behind Google’s, its desktop presence remains strong. Interestingly, alternative search engines, such as DuckDuckGo, have shown modest growth, currently holding a 3% share of the market. This growth, though small, reflects a growing interest in privacy-focused search options.

When broken down by age, Bing demonstrates a stronger performance among older users, with 43% of individuals aged 65 and above using the search engine compared to just 36% of 25-34-year-olds. This indicates that Bing may be more appealing to older generations, potentially due to its interface and user experience.

Mobile search continues to dominate, with Google capturing 84% of searches conducted on mobile devices. This reinforces the importance of mobile optimisation for websites and businesses. On the other hand, desktop usage remains more prevalent for traditional search engines like Bing and Yahoo. Overall, 69% of UK online adults visit at least one search engine daily, underlining the central role of search engines in the daily digital lives of the majority of the population.

What This Means

As we approach 2025, the integration of AI into search engines is becoming increasingly prominent. However, user trust continues to play a crucial role in shaping the future of search, creating both challenges and opportunities for businesses, marketers, and content creators alike.

Despite the rise of AI-driven search tools, many users still prefer traditional methods of searching. This indicates that while AI has certainly revolutionised search experiences, there remains a sense of comfort and familiarity with more conventional approaches. Trust issues surrounding AI-generated results add complexity to this landscape. These concerns highlight the need for continuous improvement in content quality and transparency to ensure that users feel confident in the information they receive.

The way different age groups accept and engage with AI in search is also an important factor to consider. Younger users, for instance, may be more open to AI-powered results, while older generations could be more sceptical or resistant to change. As a result, search marketers and content creators must tailor their strategies to meet the varying needs and expectations of different demographics.

To create a successful strategy, it’s essential to blend AI tools with traditional search methods. Rather than viewing AI as a replacement for current practices, consider it an added layer that enhances the search experience. By integrating AI wisely, where it can add real value, businesses can better optimise their content to meet the evolving needs of users while maintaining a focus on quality, reliable information. Ultimately, prioritising trust and quality in the content will continue to be paramount, ensuring that AI’s role in search is a valuable and effective tool.

Methodology

The Online Nation 2024 report draws its findings from two key data sources, providing valuable insights into the digital behaviours of UK users.

The first source is the Online Experiences Tracker, which surveyed 7,280 UK internet users aged 13 to 84. This data collection took place between May and June 2024 via the YouGov panel. The results are adjusted with standard demographic weighting to ensure a representative sample of the UK population.

The second source is Ipsos iris Panel Data, which tracks the actual device usage of 10,700 UK adults. This passive tracking system monitors mobile, tablet, and desktop usage continuously, with data gathered through May 2024. It includes both in-home and out-of-home usage, providing a comprehensive view of how people interact with the internet across various contexts.

It is important to note that some year-over-year comparisons, especially those related to time spent on specific platforms, may be affected by updates to the methodology. For instance, the tracking of Apple News started in October 2023, which influences certain platform comparisons.

While the report focuses on UK users, it’s worth acknowledging that global markets may exhibit different trends. Additionally, all population estimates in the report come with standard margins of error, ensuring the accuracy of the data.