Survey: How Many Top Search Results Do Users Actually Compare?

Knowledge Holdings Co., Ltd. (Headquarters: Minato-ku, Tokyo, hereinafter "the Company") has conducted a "Survey on Search Behavior and Information Gathering" targeting 315 men and women in their teens to 50s nationwide.

Amid the rapid spread of generative AI searches such as ChatGPT and Perplexity, the survey quantitatively analyzed how far down Google search results users look for comparison and how traditional search behavior has changed with the advent of AI search. The results provided important implications for businesses involved in SEO and content marketing.

■ Survey Overview

Target: Men and women in their teens to 50s nationwide
Valid responses: 315
Survey period: May 2026
Method: Internet-based questionnaire survey
Demographics: Male 52.4% / Female 47.6%, office workers (45.0%) were the largest group

■ Regarding the Citation of this Survey Data

The data stated in this release can be used freely as long as "Survey by Knowledge Holdings Co., Ltd." is clearly cited as the source. When quoting, please cooperate by setting a link to our corporate site (https://knowledge-hd.co.jp/) as much as possible.

■ Key Survey Findings

Over half of respondents (50.48%) view "2 to 3 sites" from search results for comparison. Combined with those who view only 1 site, about 60% finalize their decisions within the top 3 to 4 results.
43.17% feel that top-ranking sites are "likely chosen by many people." Combined with those who feel they are "highly credible," about 70% evaluate search rankings positively.
After obtaining answers via AI search, 40.32% respond they "search again on Google" and 13.33% "check multiple sites." Nearly half take actions to verify information rather than blindly trusting AI answers.
Following the introduction of AI search, about 45% of users reported their search browsing volume has "decreased." The transition to AI is progressing for simple searches.
43.2% of respondents possess a value system that is "strict on time." Designing content with an emphasis on time efficiency (Taipa) will become even more crucial.

■ Background of the Survey

In digital marketing, "search ranking" remains an important metric, yet there is little quantitative data showing exactly how many top search results actual users compare. Furthermore, the spread of generative AI like ChatGPT is transforming search behavior itself.

The Company conducted this survey to provide primary data that contributes to the strategy formulation of businesses engaged in SEO and content marketing.

■ Survey Result 1: Over Half Compare "Top 2 to 3 Sites"

When asked how many sites they view from search results for comparison and consideration, "2 to 3 sites" was the most common at 50.48% (159 people). Adding "only 1 site" (7.62%) shows that about 60% of users finish their decision-making process within the top 3 to 4 results displayed on the first page of search results.

▼ The Absolute Boundary of the "3-Site Barrier"

While users feel anxious that relying on just one site might mean the "information is biased," they also judge that reading four or five sites takes too much time. As a result, the behavioral pattern of "comparing Site A and Site B, and checking Site C just in case for verification" seems to have taken root.

When asked about their impression of top-ranking sites, 43.17% felt they were "likely chosen by many people" and 23.81% felt they were "highly credible," meaning about 70% positively evaluated high search rankings.

▼ The Bandwagon Effect: "Popularity = Trust"

Search ranking is directly linked not just to accessibility but to the trustworthiness of the site itself. On the other hand, 8.25% suspect "advertising or manipulation," suggesting a stricter eye toward SEO-optimized affiliate sites. It can be said that this is an era that demands not only high rankings but also content integrity.

■ Survey Result 3: Nearly Half "Search Again on Google" to Verify AI Answers

When asked about their actions after getting an answer from AI search, "searching again on Google, etc." was the highest at 40.32%. Combined with "always checking multiple sites" (13.33%), over half of the users do not blindly trust AI answers and return to traditional search engines to verify facts.

▼ Role Division: "AI as the Trigger, Google as the Verification"

Meanwhile, users who "proceed to make a decision (e.g., purchase) as is" remained at 9.52%, indicating that for decisions requiring comparison, such as purchasing, the behavior of navigating multiple sites remains deeply rooted.

■ Survey Result 4: About 45% Say "Search Browsing Decreased" Due to AI

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