I wonder how they measured this. Could it just be that they get more utilisation? Even per capita is probably not adequate either. You would need a measure that’s an analogue of per capita. Maybe per result? For instance I could spend half an hour attempting to get just the right set of keywords to bring up the right result, or I could spend 5 minutes in a chat session with an AI honing the correct response.
For personal things, computer, phones, etc. Big corpos cover this by a EULA. EULAs also covers forums controlled by the companies. For public places like websites, you can control search engines by using a robot.txt file.