[Exclusive Survey] How does AI search change the process of comparison and purchasing decisions?
Knowledge Holdings Co., Ltd. conducted a survey on how AI search affects consumer purchasing behavior among people in their 20s to 50s in Japan. The results highlight a shift toward 'AIO' (AI Optimization) alongside traditional SEO.
📋 Article Processing Timeline
- 📰 Published: May 28, 2026 at 08:00
- 🔍 Collected: June 1, 2026 at 00:49 (88h 49m after Published)
- 🤖 AI Analyzed: June 1, 2026 at 23:53 (23h 4m after Collected)
Knowledge Holdings Co., Ltd. (Headquarters: Minato-ku, Tokyo) has conducted an exclusive survey on 'Comparison of research services and changes in purchasing behavior due to AI search' targeting men and women in their 20s to 50s nationwide. This release reports the highlights of the survey results and implications that companies and marketers should keep in mind.
[Survey Overview]
Target: Men and women in their 20s to 50s nationwide (Internet users)
Sample size: Survey A: 405 people (usage of AI search and search engines) / Survey B: 307 people (frequency of AI search usage and future predictions)
Survey period: May 2026
Survey method: Internet questionnaire
[Key Findings]
- 50.48% of users look at '2-3 sites' for comparison. Combined with those who look at only one, about 60% make decisions based on the top 3-4 search results.
- About 70% of users view high-ranking sites positively, feeling they are 'likely chosen by many' or 'highly reliable.'
- After receiving answers from AI search, about 54% of users verify the information by re-searching on Google or checking multiple sites.
- About 45% of users reported a decrease in browsing search results since the advent of AI search.
- 43.2% of respondents value 'time performance' (Taipa), making efficient content design crucial.
[Conclusion: From SEO to AIO]
The survey reveals that while users still value high search rankings, they are increasingly incorporating AI search for quick answers. Companies must now pursue both SEO and AIO (AI Optimization) to ensure they are cited and summarized by AI as the optimal answer.
[Survey Overview]
Target: Men and women in their 20s to 50s nationwide (Internet users)
Sample size: Survey A: 405 people (usage of AI search and search engines) / Survey B: 307 people (frequency of AI search usage and future predictions)
Survey period: May 2026
Survey method: Internet questionnaire
[Key Findings]
- 50.48% of users look at '2-3 sites' for comparison. Combined with those who look at only one, about 60% make decisions based on the top 3-4 search results.
- About 70% of users view high-ranking sites positively, feeling they are 'likely chosen by many' or 'highly reliable.'
- After receiving answers from AI search, about 54% of users verify the information by re-searching on Google or checking multiple sites.
- About 45% of users reported a decrease in browsing search results since the advent of AI search.
- 43.2% of respondents value 'time performance' (Taipa), making efficient content design crucial.
[Conclusion: From SEO to AIO]
The survey reveals that while users still value high search rankings, they are increasingly incorporating AI search for quick answers. Companies must now pursue both SEO and AIO (AI Optimization) to ensure they are cited and summarized by AI as the optimal answer.
FAQ
How is AI search impacting the Japanese digital marketing landscape?
It is forcing a shift from traditional SEO to AIO (AI Optimization), as users increasingly rely on AI for quick answers while still verifying information.