Case Study
The AI Divide: Heavier vs Lighter Users in Australia
About
Understanding Where AI Adoption Goes Next
Organisations want to know how AI is changing customer behaviour, decision-making, and expectations,and whether adoption is still growing or has stalled.
Problem Statement
Adoption Growth Has Stalled, but the Story Is More Complicated
Self-rated understanding of generative AI rose from 31% to 45% between September 2024 and November 2025, then stayed flat at 45% by May 2026. The average hid a split: 40% of Australians are heavier users, and 60% are lighter users, and the two groups behave very differently.
Solution
Segmenting Users by Behaviour, Not Averages
Using ongoing consumer tracker data, we separated heavier and lighter users and compared them on tool usage and information-seeking habits (health, finance, school or work). This showed how each group actually uses AI, rather than just how many people have tried it.
Outcome
A Clear View of an Emerging AI Divide
40%Australians are heavier AI users
45%Self-rated AI understanding, flat since Nov 2025
77%Heavier users used ChatGPT last month
36%Lighter users used ChatGPT last month
42%Heavier users go to AI first for health information
8%Lighter users go to AI first for health information
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