The search community generates a lot of news and information often sourced from – well – within the search community.
That’s not a complaint per se because information sharing is a good thing. But it’s also nice to occasionally find data from independent sources and real users who don’t have an axe to grind or an app to sell.
Such is the case with YouGov’s recently released 2026 U.S. Web Search and AI Report and that’s why we are sharing it with you.
Report Background
YouGov’s report is based on responses to questions it asked its research panel of over 34 million registered members from 55+ markets worldwide. The report is primarily focused on the US search and AI market though there are some comparisons between the US and the rest of the world.
DBE team members reviewed the report and found some interesting data points we felt were worth sharing with our own insights on the implications for SEO and SAIO.
Search Behavior Highlights
86% of US online searchers looked for information or answers on a search engine in the last 30 days. Only 25% reported using an AI assistant/chatbot. Also, search engines were the default starting point for all the tested tasks. E.g., for “asking a specific question,” 69% of respondents said they started on a search engine and only 25% said they started with AI.
- DBE insight: The only caveat we have is the Google platform is now very much both a traditional search engine and an AI assistant at the same time – and we still don’t have any way to parse the usage and click performance of either. Nonetheless, this does offer further proof that SEO is not dead and remains a vital part of brand visibility.
58% of AI searchers are using AI more than a year ago, and 35% expect to use AI assistants even more in the next year. Among those who have not used AI in the past, 72% don’t expect to start.
- DBE insight: The growth in future AI usage is coming from those already comfortable with AI. These AI users will also likely be perfecting their prompts to search for the best answer to their question. As AI users become more adept at prompting AI, marketers must become more adept at creating SAIO content designed to become part of “the” answer to those more sophisticated prompts.
22% of AI users “most often” click on links as a next step. 16% compare sources with other AI apps; 8% conduct further searches on other topics; and only 17% stop searching.
- DBE insight: AI search is not a zero-click abyss but rather part of a longer journey of discovery. This finding is similar to what Marc Engelsman reported when looking at zero-click data for Google searches. A core goal of SEO and SAIO strategy is to develop consistent visibility throughout the search journey.
16% of AI searchers said “clear links to sources” would most increase trust in an AI answer. 15% said they trust AI more when “the answer comes from an official source” and 14% said “seeing multiple sources side-by-side” would increase their trust of AI answers.
- DBE insight: The report doesn’t define what is an official source, but as Billy Joel sings it, an official source may one with “A matter of trust”. And in both the traditional SEO and SAIO search realms, the Trustworthiness in Google’s E-E-A-T guidelines is earned with relevant, helpful content that leverages Experience, Expertise, and Authoritativeness.
Want to see the full report? If this data piqued your interest and you want to read more, you can download the YouGov report here.
