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Online search behaviors

Statistics report on online search behaviors

What are people really looking for online - and how are they finding it? This report outlines the internet鈥檚 most searched topics and keywords, shedding light on how users access information and how much they trust the results they get. Further on, this study explores the rise of new online search trends and behaviors, from social media-driven searches to AI-powered tools, closing with data on the effects of artificial intelligence on online traffic and how search summaries are accelerating this tide.

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Table of contents

Overview

6
  • Basic Statistic Main reasons for using the internet worldwide Q4 2025
  • Basic Statistic Leading Google search queries worldwide 2025
  • Premium Statistic Global most searched keywords on Google in 2025, by monthly search volume
  • Basic Statistic Most frequent online search queries on Google globally 2024
  • Premium Statistic Most frequently asked questions on Google worldwide 2024
  • Premium Statistic U.S. search intent of queries on Google vs. ChatGPT 2024

Information access

7
  • Basic Statistic U.S. means to access online information Q2 2025
  • Basic Statistic Brazil: means to access online information Q2 2025
  • Basic Statistic China: means to access online information Q3 2023
  • Premium Statistic Means of accessing online information India Q2 2025
  • Basic Statistic UK means to access online information Q2 2025
  • Premium Statistic U.S. search, AI, e-commerce platforms monthly visits share 2024-2025
  • Premium Statistic EU and UK search, AI, e-commerce platforms visits share 2024-2025

Trust, privacy, and satisfaction

9
  • Basic Statistic U.S. customer satisfaction with online portals and search engines 2000-2024
  • Basic Statistic U.S. online portals and search engines customer experience trends 2023-2024
  • Premium Statistic Most used search engines for privacy reasons 2026
  • Premium Statistic Comfort with personal info use for marketing personalization in the U.S. 2024
  • Premium Statistic Most trusted sources of general news and information worldwide 2011-2024
  • Premium Statistic Accuracy or bias of search engine results in the United Kingdom (UK) 2012-2024
  • Premium Statistic Trust in product research results in U.S. 2024, by platform
  • Premium Statistic Trust in product research results in UK 2024, by platform
  • Premium Statistic Trust in product research results in Germany 2024, by platform

Traditional search engine usage

8
  • Premium Statistic Search engine usage worldwide quarterly 2024-2025
  • Premium Statistic Search engine usage worldwide Q4 2025, by country
  • Basic Statistic Referral share of search engines worldwide 2015-2026
  • Premium Statistic Market share of leading desktop search engines worldwide monthly 2015-2025
  • Basic Statistic Global market share of leading mobile search engines 2015-2026
  • Premium Statistic Global market share of leading tablet search engines 2015-2025
  • Premium Statistic Google Search user journey in the U.S. 2024-2025
  • Premium Statistic Google Search user journey in the EU and UK 2024-2025

AI-powered search

9
  • Premium Statistic Search engines vs. AI chatbots visits 2024-2025
  • Basic Statistic U.S. adults using generative AI usage first for online search 2024-2028
  • Basic Statistic AI-powered search usage among U.S. adults 2024, by search type
  • Basic Statistic Generative AI usage in search engines among U.S. adults 2024
  • Basic Statistic U.S. reasons for using ChatGPT as search engine 2025
  • Basic Statistic U.S. adults using ChatGPT 2025, by activity
  • Basic Statistic Share of U.S. teens and parents using selected AI tools 2024
  • Basic Statistic Usage frequency of generative AI tools among U.S. teens 2024
  • Premium Statistic Use of AI tools to research purchases worldwide 2024, by age

Product and shopping research

6
  • Basic Statistic Channels used for discovering, researching, and purchasing products globally in 2024
  • Premium Statistic Leading channels for product search worldwide 2025
  • Premium Statistic U.S. platforms used for online shopping inspiration or research 2024, by age group
  • Premium Statistic Gen Z's usage of search engines and social media for brand information globally 2023
  • Basic Statistic U.S. most popular search topics among Gen Z on selected platforms 2024
  • Premium Statistic AI tools for product purchase in 2025, by user persona type

Social search

9
  • Premium Statistic Leading social media usage reasons worldwide 2025
  • Premium Statistic Internet users using social media for brand research 2025, by country
  • Premium Statistic Gen Z shoppers discovering and buying on social media 2023-2024
  • Basic Statistic U.S. adults preferred methods for online search 2024
  • Basic Statistic U.S. adults using social media for online search first 2024, by generation
  • Premium Statistic Influence of social media on purchasing behavior in the U.S. 2024, by age
  • Premium Statistic Likelihood to research products on social media before purchase U.S. 2024, by age
  • Premium Statistic Top social sites used for product research before big purchase U.S. 2024, by age
  • Premium Statistic Main social media platforms for product research in Western Europe 2024

Spotlight: access and traffic shifts

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  • Premium Statistic Global sources of online traffic Q4 2024, by channel
  • Premium Statistic Share of web traffic by source channel 2025
  • Premium Statistic Share of web traffic by source domain 2025
  • Premium Statistic Use of AI agents over apps or websites by the general public worldwide 2025-2050
  • Premium Statistic Consumer spend on AI assistants 2025, by tool type
  • Premium Statistic Google vs. ChatGPT global traffic 2024-2025
  • Premium Statistic AI chatbots global market share 2024-2025

Spotlight: AI summaries

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  • Premium Statistic AI summaries growth in SERPs 2024-2025, by industry
  • Premium Statistic U.S. Google Search users' interactions with AI 2025
  • Basic Statistic U.S. Google Search users' reactions after seeing AI summaries 2025
  • Premium Statistic Search intent in AI vs. non-AI-powered overviews 2024
  • Premium Statistic AI citations vs Google Search results overlap 2025
  • Premium Statistic U.S. interaction with AI summaries on online searches 2025
  • Premium Statistic U.S. AI summaries usage for most searches 2025, by generation
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