Our study shows that generative AI is reshaping search, but long-standing habits persist. Many users still default to Google, giving Gemini a fighting chance.
Most calculator and quiz tools provide at least one or more of the following services: converting inputs, predicting the future, or providing recommendations.
Calculators and quizzes provide personalized information. Users approach these tools with an exploratory mindset and appreciate them while making decisions.
Enriched search suggestions are expanded content recommendations related to a user’s search query on a website. While they can be useful, they are rarely utilized due to a range of implementation issues.
Eyetracking studies show that users sometimes look at only a single result on a search-results page because that result is good enough for their needs.
Search-engine design alters users’ gaze patterns on search-engine results pages, but only when users find the information on the page relevant to their current task.
Now that people can easily find answers to their questions directly on results pages, content creators must rethink their role in providing information to their users.
We organize online information-seeking activities that lead to important decisions and actions according to 5 dimensions: purpose, method, content, social interaction, and device used to carry out the activity.
Because today’s search-results pages have many possible complex layouts, users don’t always process search results sequentially. They distribute their attention more variably across the page than in the past.
Ecommerce search tools are easy to find, return more-relevant results than in the past, and rely on autosuggestions and facets to guide users through the search space.
Useful search suggestions lead to relevant results and are visually distinct from the query text. If appropriate, they include scope, thumbnails, or categories.