Many users still prefer traditional search methods despite the rise of AI.
Trust issues create both challenges and opportunities for content improvement.
Different age groups affect how people accept and use AI in search.
A successful strategy blends AI tools with established methods.
View AI search as an added layer rather than a replacement for current practices.
Focus on quality content and reliable information, optimizing for AI wisely where it adds value.
Methodology
The Online Nation 2024 report combines two main data sources:
Online Experiences Tracker:
7,280 UK internet users aged 13-84
Fielded May-June 2024 via YouGov panel
Standard demographic weighting applied
Ipsos iris Panel Data:
Passive tracking of 10,700 UK adults
Monitors actual device usage across mobile, tablet, and desktop
Continuous measurement through May 2024
Covers in-home and out-of-home usage
Worth noting: Some year-over-year comparisons, particularly around time spent metrics, may be affected by methodology updates. Apple News tracking began in October 2023, which impacts certain platform comparisons.
The data focuses on UK users, so global markets may show different patterns. All population estimates have standard margins of error.
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