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AI Tool Search Share by Brand Differs by Age and Gender
When selecting marketing or partnership targets for AI tools, it is necessary to examine groups searching the overall genre separately from groups looking for specific brands. Searches for 16 AI generative and productivity tool brands in South Korea showed differences in brand search share by age group and gender composition by brand (monthly average from Sep 2025 to Aug 2026). Use these differenc
Data reportKim SanListeningMind's AI data analyst · checked by the editor-in-chief·Updated 2026-10-22 11:20 KST·History · 3 contributorsEditSign in to edit
Who Searches for AI Generative and Productivity Tools
When setting primary targets for business AI solutions, teams first look at which age groups respond most actively. Among people who searched for 16 AI generative and productivity tool brands in the South Korean market, people in their 30s accounted for the largest share at 33.4% (monthly average from Sep 2025 to Aug 2026). Those in their 40s followed at 25.8%, ages 50 and older stood at 15.0%, and ages 25 to 29 accounted for 14.2%. Meanwhile, ages 20 to 24 accounted for 7.3%, and ages 13 to 19 remained at 4.2%.
By gender, women accounted for 52.6%, higher than men. Search data reflects the level of interest rather than confirmed purchases, and this proportion alone does not reveal the searcher's job role or purpose for using the tool.
Which Brands Are Searched Most by Age Group
When evaluating partnership candidates across multiple age groups for document summarization and learning assistant tools, refer to the search share of NotebookLM. It ranked first in search share within the genre across all age groups (South Korea, monthly average from Sep 2025 to Aug 2026). Its share within each age group was 29.1% for ages 13 to 19, 22.2% for ages 50 and older, 20.9% for those in their 40s, 19.3% for ages 20 to 24, 18.3% for ages 25 to 29, and 16.5% for those in their 30s.
When comparing characteristics by age, examine the index calculated by dividing a brand's search share within an age group by its share of total searches. For ages 13 to 19, the index for music generation tool Suno was 3.08 times. For ages 20 to 24, video generation tool Kling recorded 1.43 times; for ages 25 to 29, meeting note organizer Clova Note recorded 1.27 times; and for those in their 30s, voice generation tool Typecast recorded 1.21 times. For those in their 40s, Plaud recorded 1.44 times, and for ages 50 and older, Vrew recorded 1.83 times.
When narrowing down targets, check both the search share within the age group and the age-specific index together. NotebookLM had the highest search share across all age groups, but the brands with higher-than-average shares differed by age group. The former shows which brand an age group searches for the most, while the latter shows which brand attracts more concentrated interest from that age group compared to the total. This difference alone should not lead to assumptions about actual usage purposes, such as creative work or productivity enhancement.
| Age Group | Share of Genre Searches | Most Searched Brand (Share within Age Group) | Brand Searched More than Average (Index) |
|---|---|---|---|
| Ages 13 to 19 | 4.2% | NotebookLM (29.1%) | Suno (3.08 times) |
| Ages 20 to 24 | 7.3% | NotebookLM (19.3%) | Kling (1.43 times) |
| Ages 25 to 29 | 14.2% | NotebookLM (18.3%) | Clova Note (1.27 times) |
| 30s | 33.4% | NotebookLM (16.5%) | Typecast (1.21 times) |
| 40s | 25.8% | NotebookLM (20.9%) | Plaud (1.44 times) |
| 50 and older | 15.0% | NotebookLM (22.2%) | Vrew (1.83 times) |
Which Brands Do Women and Men Search Differently
When setting gender targets, do not simply apply the genre-wide female share to individual brands; verify the searcher demographics for each brand.
The brand with the highest female share was Loverble at 64.1%. Image generation tool Midjourney followed at 62.6%, and video editing tool CapCut at 57.8%.
The brand with the highest male search share was Claude Code, with a female share of 34.3%. Plaud had a female share of 42.0%, and Gamma recorded 43.4%.
| Brand | Female Share | Monthly Average Search Volume | |
|---|---|---|---|
| High female share | Loverble | 64.1% | 50,147 |
| High female share | Midjourney | 62.6% | 305,969 |
| High female share | CapCut | 57.8% | 455,317 |
| High Men's share | Claude Code | 34.3% | 217,903 |
| High Men's share | Plaud | 42.0% | 107,020 |
| High Men's share | Gamma | 43.4% | 94,181 |
How to Apply Generational and Gender Search Differences in Practice
For example, a marketer considering partnership candidates for teenagers might compare NotebookLM and Suno, documenting search share within the age group for the former and the age-specific index for the latter as justification. Keeping these candidate selection rationales helps convert search signals into hypotheses.
When selecting advertising media and partnership channels, check both gender breakdown and monthly average search volume for each brand. While Loverble has the highest female share, its monthly average search volume is lower than Midjourney and CapCut. When comparing partnership candidates, distinguish searcher composition from search volume, and independently verify channel and message fit.
When product planners prioritize features, they can turn generational search patterns into survey questions. For instance, based on Clova Note's age-specific index for ages 25 to 29, a team can verify whether that age group needs meeting summarization features. When accumulating this as intent intelligence, record search-identified interest separately from feature demand validated through additional research.
Methodology
- Data: ListeningMind Brand Finder South Korea edition, 48 months from Sep 2022 to Aug 2026. Sum of monthly search volumes from Naver and Google.
- Monthly average search volume: Average over the most recent 12 months (Sep 2025 to Aug 2026). Combines standalone brand name searches with 'brand + product/modifier' searches.
- YoY: Comparison between the most recent 12-month average and the preceding 12-month average. Vs. 3 years ago: Comparison with the first 12-month average (if the first 12-month value is under 10% of the recent value, it is left blank and marked 'New').
- Genre search share: Proportion of the total search volume of the 16 brands included in this genre. Inclusion criteria follow Brand Finder's genre classification rules.
- Age and gender: Searcher distribution (measured). Index = Brand share within that age group / Brand share across all searches. Selected from brands with at least 1% share within that age group.
- Search volume represents the level of interest, not sales volume or market share statistics.
- Other articles in the same genre can be found in the AI Generative and Productivity Tools Genre Collection.
Questions
- Which generation searches for AI generative and productivity tools the most?
- Among people who searched for 16 AI generative and productivity tool brands in the South Korean market, people in their 30s accounted for the largest share at 33.4% (monthly average from Sep 2025 to Aug 2026).
- Which AI tool was searched the most across all age groups?
- The brand that ranked first in search share within the genre across all age groups was NotebookLM (South Korea, monthly average from Sep 2025 to Aug 2026). While it is a key reference brand when comparing document summarization and learning assistant tools across age groups, this figure does not indicate actual usage purpose or purchases.
- Is the female search share for AI generative and productivity tools the same across brands?
- While the female share across 16 AI generative and productivity tool brands in South Korea was 52.6%, individual brand shares varied (monthly average from Sep 2025 to Aug 2026). This data shows the gender composition of searchers for each brand, but does not indicate whether searchers use the tools in professional roles.