"U.S. Google searchers are searching far less than a year ago, according to a new Datos/SparkToro report. The data suggests Google isn't losing users - it's losing repeat searches. While Google still dominates search, it's changing in significant ways. Fewer searches per user means fewer opportunities for clicks, ads and traffic - even if total search volume looks steady. Google desktop searches per user fell nearly 20% year over year, based on clickstream data from tens of millions of U.S. users."
"AI-powered answers and instant results are the most likely cause, according to the report: Users increasingly get what they need without multiple follow-up searches. Zero-click searches remain high but are no longer accelerating, leveling off in the low-20% range by year-end. Repeat searches and clicks within Google-owned properties show only minor changes, indicating behavior has settled at current levels. AI is reshaping how people search, but not in the way some expected."
Google desktop searches per user fell nearly 20% year over year based on clickstream data from tens of millions of U.S. users. That decline contrasts with Europe, where searches per user declined by just 2% to 3%. Traditional search still represents about 10% of all U.S. desktop activity and stayed nearly flat through 2025. AI-powered answers and instant results reduce follow-up and repeat searches, creating fewer opportunities for clicks, ads, and traffic. Zero-click searches remain high but leveled in the low-20% range. AI tools account for about 0.77% of U.S. desktop activity, and Google's AI Mode represented about 0.06% of desktop events in December. Mid-length queries of six to nine words are growing fastest; very long queries remain rare.
Read at MarTech
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