Survey: What People Want from Search—and How That’s Changing

Search has changed, and so have the ways people use it. What people expect, how they search, and where they go for answers is continuing to evolve.

As AI-generated content becomes more common, people are becoming more intentional in how they search. They’re not abandoning Google, but they are branching out — turning to Reddit, generative AI tools like ChatGPT and Gemini, and other platforms that offer context, clarity or a more human touch.

To evaluate how search behavior is shifting, Resolve surveyed 1,000 people to understand how they feel about today’s search experience and what they want from it. The findings don’t signal a move away from search, but a shift toward trust, tone and content that resonates.

Key Takeaways From the Study

• 3 in 5 users abandon top traditional search results that don’t answer their questions quickly
• 41% use generative AI tools like ChatGPT for deeper, clearer answers — and 1 in 3 now rely on them when searching
• 61% of Gen Z regularly use generative AI for search-related tasks
• Gen Z (53%) and millennials (43%) often turn to TikTok, YouTube, or Reddit over traditional search engines
• 74% prefer content from trusted sites or expert sources, even if it’s less polished

Why Users Are Second-Guessing Top Results

Google isn’t being abandoned, but users are rethinking how and when they rely on it. Nearly half of users (45%) have skipped a search result because they believed it was generated by AI, and 86% say search results sometimes feel repetitive. That combination is driving more users to look beyond page one for answers that feel more real.

Why Top-Ranking Content Still Misses the Mark

Modern users are not just overwhelmed by the amount of content. They are also becoming more sensitive to repetition. When the results on the first page of Google echo the same phrasing, structure, or takeaways, users start tuning out.

Our research shows that users are increasingly mindful of what they click. Many move on quickly if the content does not feel valuable or relevant right away. Sixty-one percent said they leave a result if their question isn’t answered quickly. Others cited generic language (37%), overly similar results (32%), or AI-generated summaries that miss the mark (26%) as reasons they look elsewhere.

These responses do not signal a rejection of SEO. Instead, they highlight the need for more thoughtful execution. When content feels repetitive or too broadly written, users notice. Technical SEO and UX remain essential. Even when content is strong, slow load times, cluttered layouts, or poor mobile usability can still cause users to leave. Success comes from content that is not only helpful and well-structured, but also supported by a smooth, user-friendly experience.

The New Search Stack: AI, Social, and Experience

When Google doesn’t fully answer a query, users don’t stop. They branch out by layering in other tools and platforms to find what they’re looking for. This shift in how people search reflects a growing demand for clarity, context, and relevance. Forty-one percent use generative AI tools like ChatGPT for deeper, clearer answers, especially when search results feel incomplete, repetitive, or overly optimized.

Meanwhile, younger audiences are leading the shift, with 61% of Gen Z regularly using AI tools to search. More than half of Gen Z and 43% of millennials also say they often turn to TikTok, YouTube or Reddit over traditional search, looking for real experiences and conversational explainers.

This marks a broader shift: Search isn’t just about finding information, it’s about finding connection. In our survey, 74% said they prefer content from real people, even if it’s less polished. Whether it’s a Reddit thread, a YouTube explainer or a blog post grounded in experience, users favor content that feels relatable — not just ranked.

Which States Are Exploring Generative AI in Search

AI is changing how people search. When traditional results don’t satisfy their query, feel repetitive, or are cluttered with ads, many users turn to tools like ChatGPT or Perplexity for faster context, clearer answers, or a second opinion. As generative AI becomes a natural complement to Google, it’s reshaping expectations for how information is found and consumed online.

To understand where people are integrating these tools into their search habits, we assessed relative interest across U.S. states using normalized scores (0–100 scale) based on 200 related keywords.

What Makes a Search Result Worth the Click?

Ranking well is only half the battle. Earning attention is the other. Today’s users actively filter through content, leaning toward pieces that feel real, specific and helpful. This shift in how people search means content has to stand out quickly. It’s no longer just about visibility, but about clarity and value.

Our study shows that 54% of users are more likely to click on content that provides a specific or unique answer. Another 45% prioritize recency. Trust in the source also plays a role, with 39% saying they’re more likely to click if they recognize or trust the site. Users return to content that feels specific and trustworthy. Tone, voice, and source often matter just as much as the topic.

These behaviors mirror Google’s emphasis on Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). Reinforcing that trust also means being transparent about who created the content. Including clear author bios, publication dates, and credentials helps both readers and AI tools understand the source and quality of the information.

It’s also important that behind-the-scenes signals, like structured data, reflect the visible content — especially as Google continues surfacing results in AI-driven formats. Pages that accurately use schema markup improve visibility in Google’s rich results and help generative AI tools interpret your content more reliably. Structured data reinforces clarity for both search engines and AI systems, increasing the chances your information is cited, summarized, or recommended.

Search Isn’t Dead. It’s Evolving

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p style=”font-weight: 400;”>Search behavior is changing, but the need for clear, trustworthy information remains. Tools like ChatGPT and platforms like Reddit aren’t replacing Google. Instead, they’re filling in when traditional results fall short. Google is evolving alongside these habits, introducing features like AI Overviews and AI Mode to better reflect how people seek information in a more conversational way. People aren’t just looking for speed or summaries, they’re looking for information they can trust, no matter where or how it’s delivered.

How Brands Can Thrive as Search Evolves

As search experiences become more complex, user expectations are getting sharper. People skim results, evaluate trust signals instantly, and decide within seconds whether to engage. Brands that succeed are the ones that deliver answers with clarity, purpose, and credibility.

• Communicate with clarity: Get to the point and sound human. Give your readers the information they want quickly, without trying to sell them anything.
• Leverage trust signals: Niche voices and real experiences resonate. Audiences aren’t just looking for information; they’re looking for information from an authority.
• Use AI with intention: Users can tell when content feels vague, repetitive, or overly templated, and they’ll click away fast. Let AI support your process, not define your output. For brands that want more control over how their content appears in AI Overviews, Google offers snippet controls — like nosnippet and max-snippet — that can limit or restrict how your content is displayed in Search, including AI-generated summaries. These controls give brands some editorial say in how information is pulled and presented.

The more clearly your content is structured — with aligned headings, clean sections, and a consistent focus — the easier it is for both users and AI systems to process and trust it. Pages that stay on-topic and align with user intent are more likely to perform well across both traditional search and generative AI experiences.

The future of SEO won’t hinge on how optimized your content is, but on how honest, specific, and genuinely helpful it is. The brands that meet users where they are — with clarity, trust, and intent — will be the ones that get found and remembered. As user behavior evolves, so must strategy. Brands that embrace this shift will not only stay visible, but stay trusted.

Methodology

We surveyed 1,000 U.S. adults through Pollfish in May 2025. The results were adjusted to reflect national age and gender distributions. All responses are self-reported, and percentages may not add up to 100% due to rounding.

To understand where interest in generative AI’s role in search is gaining traction, we analyzed Google Trends data from May 2024 to May 2025. Using 200 related keywords, we assessed relative interest across U.S. states based on normalized search scores (0–100 scale).

About Resolve

Resolve is a digital PR and SEO partner for brands that want to rise above the noise. We help clients earn high-authority links, trusted press, and lasting search visibility with campaigns that break the mold.

Fair Use Statement

These findings may be used for noncommercial purposes, provided proper credit is given through a link to this original article. 

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