[SNS Triggers Recognition, AI Comparison Becomes Top Deciding Factor for Purchase] 2026 New Employees' 'Real AI Usage Status'
A survey of 651 new employees in 2026 revealed that SNS is the primary trigger for product recognition, while AI comparison is the top decisive factor for purchases. Despite AI being a supplementary tool for information gathering, it plays a leading role in decision-making processes like product comparison.
📋 Article Processing Timeline
- 📰 Published: April 30, 2026 at 23:10
- 🔍 Collected: April 30, 2026 at 14:31
- 🤖 AI Analyzed: April 30, 2026 at 16:34 (2h 2m after Collected)
Dashboard Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Naoki Komyocho) conducted a survey on "AI Usage in Information Gathering" targeting 651 men and women who became new members of society in the spring of 2026. This survey clarified the differentiation of multiple information gathering methods such as SNS, search engines, and AI, as well as their impact on purchasing behavior.
*This survey targeted individuals who started working as regular employees in the spring of 2026 (April 2026) and graduated from a vocational school, college of technology, junior college, university, graduate school, or graduate university in March 2026 as their final education.
*"Information gathering" in this survey refers to personal private information gathering, not business purposes.
[Survey Summary]
SNS (40.4%) and search (38.7%) are the mainstays of information gathering, with AI in a supplementary position.
Trustworthiness: SNS (39.2%) and search (38.7%) are almost at the same level.
SNS is overwhelming as the trigger for product recognition, accounting for almost half (49.9%).
The decisive factors for purchase are "AI comparison (28.3%)" and "SNS reviews (27.6%)," with a narrow margin.
AI is frequently used as a "comparison and organization tool" (several times a week or more: 73.3%).
[Details and Considerations]
■ "SNS and Search" are at the center of information gathering, AI is supplementary but pervasive (14.3%)
The most frequently used information gathering method is SNS (40.4%), followed closely by search engines (38.7%). Although AI is used by a certain percentage (14.4%), it is not yet mainstream and is positioned to supplement existing methods.
■ Trustworthiness is divided between "SNS and Search"
As the most reliable information source, SNS (39.2%) and search engines (38.7%) are almost at the same level. SNS is trusted as "real voices" such as word-of-mouth and experiences, while search is valued as a means to confirm official information and accurate data.
■ "Role division" progresses by usage
Information gathering methods are clearly differentiated by purpose.
Trend understanding: SNS (41.5%) is the most common.
Comparison and consideration: AI (31.2%) is the most common.
Accurate information gathering: Search (34.9%) is the most common.
Review confirmation: SNS (31.5%) and AI (29.8%) are competitive.
While AI remains a third method overall, it is the most used method for specific purposes such as product comparison. This suggests that while AI currently complements existing methods, it is beginning to play a leading role in some decision-making processes.
■ SNS is overwhelmingly the starting point for product/service recognition, with a significant impact on purchasing behavior.
SNS accounted for 49.9%, almost half, as the trigger for knowing about products/services, significantly surpassing search (25.6%) and AI (16.1%). Furthermore, SNS (42.7%) was also the most common when actually purchasing/using, indicating that SNS consistently influences from recognition to purchase.
■ "AI comparison" and "reviews" are key to final purchase decisions.
The most common decisive factor for purchase was "AI comparison/organization (28.3%)," narrowly surpassing "SNS posts/reviews (27.6%)". It is noteworthy that while AI lagged behind SNS and search in the trustworthiness question, it showed the highest percentage in this question. This suggests that while users do not place complete trust in AI, they utilize it as a sufficiently reliable tool for purposes like "comparison and organization."
■ AI usage status: High-frequency use, but a tool "premised on verification"
Approximately 70% of AI users utilize it frequently (several times a week or more). ChatGPT (44.0%) and Gemini (35.0%) are the main AI tools used. Purposes include: comparison of multiple information (52.5%), summarization/organization (34.8%), and personalized suggestions (32.8%), contributing to the "efficiency of decision-making." Moreover, the most common point users pay attention to when assessing the reliability of AI information is "asking multiple questions to confirm consistency of answers" (42.3%). As for improvements to AI, there is a high demand for reliability enhancement, such as clear source citation and up-to-date information, and future evolution is expected.
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[Survey Outline]
Survey period: April 2026
Survey institution (principal investigator): Dashboard Inc.
Survey method: Online questionnaire using the survey service "FastTask"
Target respondents: 651 men and women (277 men, 374 women, all aged 20-29)
Valid responses:
*This survey targeted individuals who started working as regular employees in the spring of 2026 (April 2026) and graduated from a vocational school, college of technology, junior college, university, graduate school, or graduate university in March 2026 as their final education.
*"Information gathering" in this survey refers to personal private information gathering, not business purposes.
[Survey Summary]
SNS (40.4%) and search (38.7%) are the mainstays of information gathering, with AI in a supplementary position.
Trustworthiness: SNS (39.2%) and search (38.7%) are almost at the same level.
SNS is overwhelming as the trigger for product recognition, accounting for almost half (49.9%).
The decisive factors for purchase are "AI comparison (28.3%)" and "SNS reviews (27.6%)," with a narrow margin.
AI is frequently used as a "comparison and organization tool" (several times a week or more: 73.3%).
[Details and Considerations]
■ "SNS and Search" are at the center of information gathering, AI is supplementary but pervasive (14.3%)
The most frequently used information gathering method is SNS (40.4%), followed closely by search engines (38.7%). Although AI is used by a certain percentage (14.4%), it is not yet mainstream and is positioned to supplement existing methods.
■ Trustworthiness is divided between "SNS and Search"
As the most reliable information source, SNS (39.2%) and search engines (38.7%) are almost at the same level. SNS is trusted as "real voices" such as word-of-mouth and experiences, while search is valued as a means to confirm official information and accurate data.
■ "Role division" progresses by usage
Information gathering methods are clearly differentiated by purpose.
Trend understanding: SNS (41.5%) is the most common.
Comparison and consideration: AI (31.2%) is the most common.
Accurate information gathering: Search (34.9%) is the most common.
Review confirmation: SNS (31.5%) and AI (29.8%) are competitive.
While AI remains a third method overall, it is the most used method for specific purposes such as product comparison. This suggests that while AI currently complements existing methods, it is beginning to play a leading role in some decision-making processes.
■ SNS is overwhelmingly the starting point for product/service recognition, with a significant impact on purchasing behavior.
SNS accounted for 49.9%, almost half, as the trigger for knowing about products/services, significantly surpassing search (25.6%) and AI (16.1%). Furthermore, SNS (42.7%) was also the most common when actually purchasing/using, indicating that SNS consistently influences from recognition to purchase.
■ "AI comparison" and "reviews" are key to final purchase decisions.
The most common decisive factor for purchase was "AI comparison/organization (28.3%)," narrowly surpassing "SNS posts/reviews (27.6%)". It is noteworthy that while AI lagged behind SNS and search in the trustworthiness question, it showed the highest percentage in this question. This suggests that while users do not place complete trust in AI, they utilize it as a sufficiently reliable tool for purposes like "comparison and organization."
■ AI usage status: High-frequency use, but a tool "premised on verification"
Approximately 70% of AI users utilize it frequently (several times a week or more). ChatGPT (44.0%) and Gemini (35.0%) are the main AI tools used. Purposes include: comparison of multiple information (52.5%), summarization/organization (34.8%), and personalized suggestions (32.8%), contributing to the "efficiency of decision-making." Moreover, the most common point users pay attention to when assessing the reliability of AI information is "asking multiple questions to confirm consistency of answers" (42.3%). As for improvements to AI, there is a high demand for reliability enhancement, such as clear source citation and up-to-date information, and future evolution is expected.
-------------------------
[Survey Outline]
Survey period: April 2026
Survey institution (principal investigator): Dashboard Inc.
Survey method: Online questionnaire using the survey service "FastTask"
Target respondents: 651 men and women (277 men, 374 women, all aged 20-29)
Valid responses: