Kent-based performance marketing agency Reflect Digital has revealed that the South East has the lowest adoption of AI search tools, with two-thirds (66%) of residents rarely or never using them.
This is in stark contrast to London, where 72% of people claim they use AI for search.
The agency’s latest quarterly SearchPulse report, which uncovers the shifts in online search behaviour and influence of AI tools, found that Northern Ireland (53%) Scotland (45%) and the North West (44%) are the next largest groups to adopt AI, possibly skewed by the fact that Scotland and Northern Ireland have capital cities where jobs tend to concentrate.
Despite the lack of AI adoption in the South East, for the first time, the proportion of people using AI search at least “sometimes” (46%) is almost on par with those who rarely or never use it (54%).
Consumers are increasingly recognising the benefits of AI search as more people turn to AI to look for information and learn a new skill than traditional search engines.
At this pace, AI search use is projected to overtake non-use by early 2026. And while Google Search still dominates, it’s been in steady decline since the start of the year, with 79% of Brits now relying on Google Search compared to 85% in Q1.
When it comes to more advanced AI tools, like AI agents, those aged between 18 and 44 report familiarity, but have an abstract perception of what they are, primarily citing them as “glorified chatbots.”
The report also reveals that the search landscape isn’t just fragmenting by region, but also by platform. People aged between 18 and 44 use an average of five search platforms for everyday search, dropping to two or three for those other 45.
Social media platforms are still playing a key role, with 62% of 18-34-year-olds using social media channels for search. Contrary to stereotypes, older demographics (45+) are active on social channels, with nearly half of over-45s using platforms such as YouTube and Facebook for search.
Respondents were asked how they are using search when it comes to key consumer areas, including shopping, dating, health and financial advice. Research finds that younger generations aren’t just displaying different platform preferences for search, but also the things they’re prepared to use search for.
More than half of 25-44-year-olds are willing to use AI for shopping, but this drops to just over 40% for 18-24-year-olds. Most popular shopping habits include finding deals and comparing prices and products
People will search for physical health advice online over dating or relationship advice, with over 55% of people reporting that they wouldn’t search online for dating advice, compared to just 12% who wouldn’t search online for physical health advice.
18-24-year-olds are most likely to search for dating advice online, citing TikTok as their platform of choice.
Among those who search for physical health advice online, Google is favoured by all age groups, but 1 in 5 people aged 18-24 use ChatGPT.
Using Google for mental health support appears to be an important search tool for younger people, as nearly half of those aged 18 to 24 get mental health advice from Google Search and just 14% from TikTok.
Older generations are more likely to use Google Search for financial advice, but 1 in 4 25-34-year-olds are using ChatGPT.
However, banking and finance still lags behind the broader tech sector on AI adoption, with 69% of people working in IT having used AI, compared to 37% in banking, finance & accounting.
Becky Simms, CEO of Reflect Digital, said: “Our latest report signals an interesting regional divide in online search behaviour, where the usual North/South model doesn’t apply.
“While AI is growing nationally, its adoption isn’t consistent. There is a significant gap between London and the South East, showing just how fragmented AI search is across the country.
“Despite strong digital connectivity in the South East, there seems to be a hesitancy to move away from the familiarity of Google search.
“But as our research suggests, Google search is in slow decline, so brands must be prepared to diversify if they are to gain real competitive advantage rather than play catch-up down the line.”
Andy Mollinson, head of SEO at Reflect Digital, added: “This regional divide is a reminder that search behaviour doesn’t follow a pattern. It can be shaped by culture, demographics and attitudes towards technology.
“It’s likely those living in London are more digitally-savvy due to a high concentration of tech jobs in the city, whereas the South East is still taking a cautious approach due to less first-hand knowledge and education.
“While brands should be thinking locally when it comes to their marketing strategies, ensuring they are present on platforms actually being used across different regions, they must also be proactive and experiment with AI search now because even in regions lagging behind, consumer behaviour can quickly shift.”
