Survey on Awareness and Use of "Generation AI" Conducted! From "Googling" to "Just ask anyway More than 70% have heard of Generative AI

Real-world use of generative AI to change search behavior

2025.09.24 10:30

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Hachinosu Production Co. (headquartered in Tokyo, Japan; hereinafter "HACHINOSU SEISAKU"), a provider of web content creation services centered on SEO article creation and general on-demand media management services, conducted a survey on awareness and use of Generation AI in June 2025.

「ググる」から「“とりあえず聞いてみる”」時代へ ── 検索行動を変える生成AIのリアルな使われ方

From "Googling" to "asking anyway" - Real usage of Generative AI that changes search behavior

The survey revealed that 71.2% of the 11,000 respondents had heard of generative AI.

Of these, 46.7% had used ChatGPT or Gemini to conduct research, indicating that its use is spreading to the older generation, those in their 60s and above.

The survey (1,101 respondents) also revealed that even among those who use generative AI for research, there are clear differences in the way they choose search methods and their decision-making process.

Survey Summary

Survey organization: Hachinosu Productions, Inc.

Target ：People under 15 years old to over 60 years old

Number of valid responses: Screening survey: 11,000 people / Main survey: 1,101 people

Survey period ： 2025/6/18 - 2025/6/25

Survey method ： Internet survey

*This survey is rounded to the second decimal place. Therefore, the sum of the numbers may not equal 100%.

Survey Results (excerpts)

■Have you heard of the following generative AI tools?

*ChatGPT, Google Gemini, Microsoft Copilot, Claude, Perplexity AI, or Meta AI. (single answer, n=11,000)

以下の生成AIツールを耳にしたことはありますか？

Have you heard of any of the following generative AI tools?

While the awareness of generative AI tools reached 71.2%, about 30% of the respondents remained unaware of them.

■Have you ever "researched" using a generative AI tool such as ChatGPT or Gemini?

(single answer, n=7,274)

ChatGPTやGeminiなど、生成AIを使って「調べ物」をしたことがありますか？

Have you ever done "research" using a generative AI such as ChatGPT or Gemini?

Only 46.7% of respondents have done research using a generated AI, indicating that while awareness is growing, daily use is still in its infancy.

■We would like to ask those who answered in the previous survey that they have used the generated AI to do research. What have you "looked up" using a generated AI (e.g. ChatGPT)?

(Multiple answers, n=1,101)

以前のアンケートで、生成AIで調べものをしたことがあるとお答えの方にお伺いします。生成AI(ChatGPTなど)を使って、何を「調べた」ことがありますか？

We ask this question to those who answered in the previous survey that they have used a generated AI to do research. What have you "researched" using a generated AI (e.g. ChatGPT)?

The main themes of use of generated AI are "problem solving," "understanding technical terms," and "checking definitions," and its use is expanding to advanced information organization such as comparison and consultation.

■What was the first method you used when you wanted to "look something up" in the recent past? Please choose the one you use most frequently.

(Multiple answers, n=1,101)

直近で何かを「調べよう」と思った時、最初に使う手段は何でしたか？最も頻度の多いものを選んでください。

What was the first method you used when you wanted to "look something up" in the last few days? Please choose the one you use most often.

Although search engines remained the main starting point for research (56%), 22% of respondents use generative AI first, indicating that usage behavior is becoming more diversified.

After using ChatGPT, Gemini, or other generative AI to do research, do you "do additional research on other sites or apps" (single answer, n=1)?

(Single answer, n=1,101)

ChatGPTやGeminiなどの生成AIで調べたあと、「別のサイトやアプリで追加で調べること」はありますか？

After using a generated AI such as ChatGPT or Gemini, do you ever use other sites or apps to do additional research?

More than half of the respondents re-researched on search and comparison sites even after using a generated AI, indicating that the trend of returning to search as the entry point for AI and final confirmation is well-established.

Considerations from this survey

From this survey, we found that search behavior has shifted to a two-step structure: "use AI to get an overview → search to confirm details.

Generated AI is strong in one-question answers such as definitions and basic operations, while comparison, word-of-mouth, price, and local information are still important areas for SEO, with emphasis on verification through search.

■Long Tail Strategy and Generative AI Optimization (LLMO)

The division of roles is becoming clearer: Generative AI is for "initial question resolution" and search is for "comparison and purchase decisions.

In this context, the value of long-tail search is increasing, and the future growth driver of SEO will be to develop EEAT, design content with LLMO in mind, and acquire sources and references from AI.

Please refer to the following useful materials based on the detailed survey results and this research.

From "Googling" to "asking anyway" - The real usage of generative AI that changes search behavior: https://hachinosu-seisaku.co.jp/column/seo/seisei-ai- tukawarekata/

The Frontline of SEO in the Age of LLM," which is based on data from 15,000 people: https://hachinosu-seisaku.co.jp/dl/llm-seo-saizensen/

For a more detailed discussion, please also refer to the following

Google AI Overview (AIO) is an AI-generated overview | Explaining the latest AIO research and user behavior: https://hachinosu-seisaku.co.jp/column/aio-toha/

The winning strategy for SEO from now on is "long tail x CV query" | Hachinosu Marketing Lab: https://www.youtube.com/watch?v=mhb8LLJKSnA

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