2024 Zero-Click in Google: A Search Study

For every 1,000 Google searches in the European Union (EU), only 374 clicks go to the open web. In the United States (US), the number is even lower at 360.

Over the past decade, multiple reports using various clickstream panels have analyzed Google search behavior. The most recent analysis before this one was in 2021. Since then, both Google and its users have evolved significantly. 

Previous reports focused solely on the United States. This time, the study also includes the European Union, considering new EU regulations on Google’s self-preferencing and the recent rollout of AI Overviews.

What Happens After a Google Search in the US vs. EU in 2024?

Thanks to Datos (a Semrush Company), which provides extensive clickstream data, this study revisits key questions:

1. What happens after people in the US and EU search on Google?
2. What percentage of searches in 2024 end without a click?
3. Have EU regulations reduced Google’s ability to direct traffic to its own properties (like YouTube, Google Flights, Google Hotels)?
4. Is Google losing out to AI tools like ChatGPT or Bing?
5. Has the rollout of AI Overviews changed search behaviors and the amount of traffic going to the open web?

Key Findings

1. Zero-Click Searches: In the US, almost 60% of searches end without a click. This figure is slightly higher in the EU.
2. Clicks to Google Properties: Nearly 30% of clicks go to Google’s own platforms in the US, such as YouTube, Google Images, Google Maps, Google Flights, Google Hotels, and the Google App Store.
3. Clicks to the Open Web: For every 1,000 searches, only 360 clicks in the US and 374 in the EU go to non-Google-owned sites.
4. Search Behavior: The study found similar search behaviors in both regions, with some variations in ad clicks and the likelihood of ending sessions.

Data Limitations

Demographic Representation

Clickstream panelists may not perfectly represent the overall population, though Datos strives for close matching. However, some limitations include:

• Minimal coverage of iOS devices (iPhones and iPads) in the panel.
• Mobile data only available from January 2024.
• Ad blockers might skew paid search click rates lower than expected.

Mobile Data

The mobile data provided only covers January to May 2024. As a result, some time series graphs and visuals only compare the first five months of this year. However, moving forward, longer stretches of mobile panelist data will be available.

Ad Blockers

Ad blockers that remove or hide Google’s top ads in search might be responsible for the lower-than-expected paid search click-through rates compared to previous studies. Estimates suggest that US ad-blocking usage is between 31–50% of desktop and mobile devices, with higher numbers in Europe.

Detailed Observations

1. Search Activity Breakdown: Almost half of mobile searches end the browsing session, more than twice the percentage of desktop searches. About 22% of searches result in a new query, either refining the initial search or starting a new topic entirely.
2. Paid Search Clicks: Paid search accounts for about 1% of all clicks, aligning with the fact that less than 20% of search queries include paid ads. When paid ads are present, the average click-through rate is estimated to be between 5-10%.
3. Search Per Searcher: Google searches per searcher are increasing in both the US and EU, reaching historic highs in spring 2024. This counters the narrative that Google is losing market share or volume due to competition from other search engines or AI tools.
4. Google’s Traffic: Despite a decrease in the share of traffic going to the open web, the overall volume of traffic remains stable due to the increase in total searches. This indicates that while the proportion of clicks to the open web is declining, the absolute number is relatively stable.
5. Self-Preferencing: Google continues to direct a significant portion of search clicks to its own properties. In the US, this trend is more pronounced, whereas in the EU, regulations seem to have had some effect in reducing this behavior.

Impact of AI Overviews

AI Overviews, introduced in the US in May 2024, showed limited impact on search behaviors. Desktop searches increased slightly, mobile searches decreased, and clicks per search on mobile rose. This implies that searcher behavior has not been significantly changed by AI Overviews.

Methodology Notes

• Data Source: The data was provided by Datos, representing a large sample of users from September 2022 to May 2024.
• Panel Composition: The clickstream panel includes millions of users on desktop (PC and iOS) and Android devices, excluding iPhones. If iPhone behavior differs significantly from other devices, the results would change. To date, no evidence suggests significant differences in search behavior across device types.

This comprehensive study reveals that while Google continues to dominate search, significant portions of searches result in no clicks or direct users back to Google’s own platforms. 

Efforts to curb Google’s monopolistic tendencies have had some effect, particularly in the EU, but challenges remain. The findings highlight the importance of understanding and adapting to ongoing changes in search behavior, especially for marketers and regulators.

Reference: https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/