The Contact Lens Institute (CLI) has released a new investigative report detailing how and why consumers in North America conduct online searches for product information on contact lenses.
The results are covered in the institute’s newest addition to its See Tomorrow biannual contact lens custom research—and were released ahead of the 2025 annual American Optometric Association (AOA) meeting in Minneapolis, Minnesota.
First: Explain this digital search focus.
In Digital Discovery: Consumer Searches Reveal Contact Lens Realities, the CLI explored what U.S. and Canadian consumers are searching for online about contact lenses.
- Specifically: Vision conditions, lens care regimens, purchasing options, and myths (to name a few).
Why target digital searches: With the vast majority of consumers using digital searches to research healthcare-related topics, the authors of the report noted that these queries account for 7%—around 1 billion—of all of Google’s daily search volumes.
- Even further: Google searches were referred to as “the most important data set ever collected on the human psyche” by one notable data scientist.
And zeroing in on contact lenses?
As CLI Executive Director Stan Rogaski stated: “Patients are posing questions about contact lenses to search engines, artificial intelligence (AI) platforms, and social channels that they may never raise in the exam chair.”
- As such: “By understanding what’s being asked, eyecare practitioners (ECPs) and staff can reconsider how they’re presenting contact lens wear, care, and purchase options,” he added.
According to the report’s authors, understanding the drive behind these digital searches has the potential to reshape how eyecare providers (ECPs) approach current and future wearers in a digital-first environment.
So how was this data compiled?
CLI gathered various snapshots of search behaviors and outcomes largely from 2025 thus far, though 2024 data was also utilized.
The bulk of these search reports: Primarily cited Google; however, digital tools such as virtual audio assistants, artificial intelligence (AI)/large language model (LLM) platforms, and other apps (TikTok) were also examined.
Now to the findings.
We’ll start with the searches themselves.
- Contact lens purchases fueled digital searches
- Major lens retailers dominated searches
Among the top 20 contact lens-related Google searches, half (50%)were geared toward questions about purchasing (representing 65% of the total search volume)—with five pertaining to specific contact lens retailers and four to lens pricing (i.e., cheaper or discounted options).
- Based on these findings, patients are “more likely to prioritize convenience and simplicity in their purchasing options,” the report noted.
As for those retailer-dominated searches, consumers were found to be more interested in specific contact lens brands—suggesting comparison shopping for current prescriptions—as well as costume lenses (outside of Halloween) and discount retailers.
And how can ECPs use this knowledge to their advantage?
A few strategies are recommended to address patients’ preference for convenience and simplicity in their purchasing choices:
- Streamline in-office ordering
- Promote online ordering and auto-refill reminders
- Offer direct shipping and in-office pickup
- Discuss backup lens support
- Simpler return and exchange options
Alrighty, what’s next?
A few other takeaways based on the types of questions patients are asking online.
- Commonly asked questions indicate patients’ unasked queries
- Other modalities are of interest for patients (daily, weekly, two-week, or monthly lenses)
- Lens removal guidance is needed
- Multilingual searches reflect diverse patient communities (including Spanish and Chinese)
Looking at the unasked queries portion of this, auto-complete results for contact lens-related questions revealed several groupings involving:
- Health and safety
- Cost
- Wear and care
- Comparison shopping
- Innovation and design
The recommendation for ECPs: Implement the EASY Way (Eye, Awareness, Safety & You) principles to ensure their patients are experiencing a more comfortable and healthy lens fit.
Zero in on that lens removal guidance.
Patients sought help for removing their lenses twice as often as inserting.
In fact: The topic was the second-highest ranked for “how to” contact lens searches on Google and accounted for 61% of the total search volume on TikTok.
- Even further: Over a 2-month period, Google searches on lens removal outpaced insertion searches by 250% to 400% among North American consumers.
What this suggests: ECPs should be placing more emphasis on lens removal techniques in their in-office practices and training—and checking in with their patients during post-lens fit check-ins.
Speaking of patient feedback, how are glasses versus lens options viewed?
Interestingly, based on the digital search snapshot of consumer behaviors, the CLI found that these two forms of vision correction are largely viewed as an either-or proposition—not an and.
Specifically: Based on the top 20 comparative Google auto-complete searches for contact lenses:
- 80% used an or conjunction
- 15% used a vs conjunction
- 6% used an and conjunction
And what were the comparisons?
Contact lenses were primarily compared to glasses/spectacles (accounting for 94% of searches), with just 6% to laser-assisted in situ keratomileusis (LASIK).
What this calls for: The report authors stressed the need for practices to shift this consumer perspective by adding “dual-wear conversations during exams” as well as during ongoing communications with patients in between visits.
So what was revealed about consumers’ digital tools used to conduct these searches?
Two key takeaways on this:
- Voice search favors local practices
- AI is a gateway to lens education
Focusing on this voice search component: The use of this accounted for roughly 20% of total queries and frequently directed consumers to a local ECP.
What this means for ECPs: Practice websites should include clear information on their address and ensure the following to appear to (and attract) more local patients conducting digital searches for nearby lens practice locations.
- Fully optimize their Google Business Profile
- Strategically incorporate local keywords (in a website title, description, headers, and page content)
- Actively encourage and respond to online patient reviews
- Create a localized services page (such as for contact lens exams in a specific city or area)
- Ensure consistent location and messaging across all digital profiles and pages
- Geo-tag high-quality images on practice websites and Google Business Profiles
- Publish local content and news (such as vision health tips) as blog posts
- Consider running digital ads and Maps ads to bump a practice up in local-based searches
Expand on that AI component.
With around 40% of U.S. adults (aged 18 to 64) using some form of generative AI, CLI posed one question: What sources do today’s largest AI platforms trust for contact lens information?
The answer: Among five common AI search engines used (such as ChatGPT and Google Gemini), 80% directed consumers to a professional eyecare organization (American Optometric Association and American Academy of Ophthalmology included).
- However: Only one search engine (Copilot) suggested speaking with an ECP.
The report found that AI is “moving at a breakneck speed to inform search results,” and, at times, provides “less than complete information.”
So what’s recommended?
The authors advised that ECPs ensure their practice’s online presence is robust and accurate to “improve general visibility” and translate to better AI returns (as in, better and more accurate information sourced from digital searches).
Another key recommendation: For ECPs to discuss AI use with their patients when discussing trusted resources for contact lens information
- As was noted: “AI is a tool—not a replacement—for your professional experience.”
And while we’re on the subject of technology …
Technology advancements are definitely a major contributor to consumers searching for more specific forms of contact lens-related vision correction to treat their astigmatism as well as presbyopia and myopia (though, to a lesser extent).
The recommendation for ECPs: Initiate conversations with patients before and after an eye exam regarding such advancements that may make a difference for their vision: toric, multifocal, or myopia management lenses.
Well! This sounds like a whole lot of findings.
Indeed. And that was just a highlights version.
The full 30-page report can be viewed (and downloaded) by clicking here.