2026 Latest Report: Generational AI Overviews Usage and the Reality of 'Zero-Click' Search Habits

2026 Latest Report: Generational AI Overviews Usage

株式会社PRIZMA conducted a survey on the actual state of AI search usage across generations, targeting 1,034 general consumers aged 20-60 who use AI tools daily.

### Transformation of Search Behavior and 'Zero-Click' Habits

In both BtoB and BtoC marketing and SEO strategies, the proliferation of AI-generated answers at the top of Google search results (such as AI Overviews) significantly affects site traffic.

This survey revealed the following trends:

- **AI Summary Viewing Rate**: Approximately 90% of users across all age groups view AI summaries on search results pages. - **Emphasis on Efficiency**: The percentage of users who feel that efficiency in gathering information has improved reached 86.5% among those in their 30s and 91.7% among those in their 60s. - **Adoption of New Habits**: Across all age groups, there is a strong tendency to prefer AI answers when one wants to grasp an overview quickly, and the 'zero-click' search habit—not clicking on search result links—is becoming established.

### Survey Overview

- **Theme**: Research on AI search usage by generation. - **Survey Period**: June 4 (Thu) - June 5 (Fri), 2026. - **Method**: Internet survey using PRIZMA's research PR service. - **Participants**: 1,034 individuals. - **Target**: General consumers aged 20-60. - **Conducted by**: 株式会社PRIZMA.

These results suggest that optimization for AI search is becoming indispensable for future web marketing and SEO strategies.