Vendor dataAll sizesUSA
32.0%
of US Google searches led to at least one click of any kind (website, Google property or ad), Jan-Apr 2026
Sample: Similarweb desktop and mobile web panel, Jan-Apr 2026
Vendor dataUpdated 23 Oct 2026
68.01%of US Google searches ended without a click to any website in January to April 2026
About two in three. SparkToro's study of Similarweb's US panel found that 68.01% of Google searches in January to April 2026 ended without a click. The 2024 study (a different panel, Datos) found 58.5%, so the two are not a clean trend.
Measure changedNot comparable: the measure changed on 8 Jun 2026. The previous figure, 58.5% (1 Jul 2024), used the old measure.
Vendor dataChecked at source, 23 Oct 2026All sizesUSAAI search and zero-click · Zero-click
Google searches that end without a click, by country
| Group | Zero-click searches |
|---|---|
| Germany | 62.1% |
| Italy | 63.4% |
| Canada | 63.8% |
| France | 65.3% |
| US | 68% |
| UK | 69.5% |
In plain words
What this number really says
Most Google searches now end on Google. In early 2026, about two in three US searches ended with no click to any website, because the answer, an AI Overview or a new search kept people on the results page.
68.01%
of US Google searches ended with no click, Jan-Apr 2026
231
clicks reach the open web for every 1,000 US Google searches
0.34%
of searches moved on to AI Mode in the same months
Why you can trust it. Vendor data: a clickstream panel from Similarweb, analysed by SparkToro. It is not a census of all searches and it leaves out the Google mobile app.
Key terms
- Zero-click search A search that ends without a click on any result: the person stops, or types a new search.
- Clickstream panel A group of people who let a company record their browsing. Results depend on who is in the panel.
- Open web Websites that Google does not own and that are not paid ads.
Source: SparkToro, Zero-click search studies (with Similarweb and Datos panel data), Jan-Apr 2026
Before and now
How we got here
2019
49%SparkToro's first study (Jumpshot panel). A different panel.
2020
64.82%Similarweb, worldwide, desktop and mobile (SparkToro, 2021).
2024
58.5%Datos panel, US, Sep 2022 to May 2024.
Jan-Apr 2026
68.01%Similarweb panel, US.
Next
6-12 monthsSparkToro says it hopes to repeat the study in 6 to 12 months.
Compare
How 68.01% compares
This number
68.01%
USA Jan-Apr 2026
LatestUS
68.0%
Similarweb panel, Jan-Apr 2026
+5.9 pts vs GermanyUK
69.5%
Highest of the six countries
+1.5 pts vs USGermany
62.1%
Lowest of the six countries
-5.9 pts vs USWho it is for
Who should use this number, and how
Small business owners
Fewer searches turn into site visits, even when you rank.
Track leads and calls, not only traffic.
SEO and content teams
Rankings no longer map cleanly to clicks.
Report clicks per search, not only positions.
Publishers
Informational pages lose the most clicks.
Plan for brand and direct traffic.
Who it affects
Who feels this number
The same 68.01% means something different for each group.
Open-web websites
231per 1,000Clicks that reach non-Google, non-ad sites per 1,000 US searches, Jan-Apr 2026.
Google itself
29.0%search againUS searches that led to another Google search, Jan-Apr 2026.
Gains and risks
What firms gain, and what can go wrong
Numbers from studies and surveys, each with its source.
Risks
- 68.01%
of US searches end without a click, so ranking alone may bring little traffic.SparkToro / Similarweb, Jan-Apr 2026
Where it shows
Where this number has an impact
Measure differently
If two in three searches end on Google, a fall in organic traffic does not always mean you lost rankings. Compare clicks per search, not just sessions.
Local and branded searches
SparkToro notes branded, local and high-intent searches still send clicks. Make sure your business profile and brand pages answer those searches.
The future
What this number says about what comes next
Forecasts below are made by others and linked to where they were published. Our own reading of the data is marked as ours.
Our reading, not a forecast
What the data suggests
- The method changes every study. Each SparkToro study used a different panel (Jumpshot, Similarweb, Datos, Similarweb again). Compare countries inside one study, not numbers across studies.
What to watch next
- SparkToro's next Similarweb update (it says 6 to 12 months after June 2026)
- AI Mode share of searches (0.34% in Jan-Apr 2026)
The data
All the numbers in one table
As published by SparkToro, Zero-click search studies (with Similarweb and Datos panel data), Jan-Apr 2026. Standard errors are shown where the source gives them.
| Country | Zero-click searches | Searches with 1+ click |
|---|---|---|
| Germany | 62.1% | 37.9% |
| Italy | 63.4% | 36.6% |
| Canada | 63.8% | 36.2% |
| France | 65.3% | 34.7% |
| US | 68.0% | 32.0% |
| UK | 69.5% | 30.5% |
Why you see 58.5%, 60%, 65% and 68%
58.5% is SparkToro's 2024 US figure from the Datos panel. 64.82% is a 2020 worldwide figure from Similarweb. 68.01% is the 2026 US figure from Similarweb.
The 2026 post itself restates 2024 as 60.45%. SparkToro warns the panels are not the same users or devices, so the jump is partly a change of measurement.
Method and use
How it was measured, and how to use it
How it was measured
- Publisher
- SparkToro, Zero-click search studies (with Similarweb and Datos panel data)
- Source type
- Vendor data: A company measuring its own customers or panel
- What it measures
- 68.01% of US Google searches ended without a click to any website in January to April 2026
- Data period
- Jan-Apr 2026 (ends 30 Apr 2026)
- Published by the source
- 8 Jun 2026
- Who is counted
- Similarweb desktop and mobile web clickstream panel, US, Jan-Apr 2026; searches in the Google mobile app are not included
- In the source's words
In the first four months of 2026, a whopping 68.01% of Google searches ended without a click.
- Checked at source
- 23 Oct 2026: Live page sits behind a Cloudflare browser check that blocks automated readers; the figure was read on the archived copy of this sparktoro.com page (web.archive.org snapshot of 22 Oct 2026). Re-open in a normal browser before publishing if policy needs the live page. Method sentence on the same page: data comes from Similarweb's desktop and mobile web panel for January - April 2026 (US).
- Reuse
- SparkToro allows quoting and reuse of report images with linked credit to the post and to Similarweb.com as data provider. Credit the SparkToro post and Similarweb.com. Live pages block automated readers (Cloudflare); re-check in a normal browser.
- Next expected update
- Irregular (SparkToro, irregular (2019, 2021, 2024, 2026); next promised 6-12 months after June 2026)
- Original page
- sparktoro.com: Zero-click search studies (with Similarweb and Datos panel data)
- Data files
- CSV · JSON (stable links)
Full change log
- 8 Jun 2026Method change68.01% Panel changed from Datos to Similarweb. SparkToro calls the comparison 'a bit of apples and oranges'. The 2026 post restates 2024 as 60.45%.
- 1 Jul 2024New data58.5% SparkToro 2024 study, Datos panel, Sep 2022 to May 2024. Different panel from the 2026 study.
Cite this number
APA
SparkToro. (2026). 68.01% of US Google searches ended without a click to any website in January to April 2026. Via digitaltreed, https://digitaltreed.com/statistics/ai-search/us-google-zero-click-searches
MLA
"68.01% of US Google searches ended without a click to any website in January to April 2026." SparkToro, Zero-click search studies (with Similarweb and Datos panel data), Jan-Apr 2026. digitaltreed, https://digitaltreed.com/statistics/ai-search/us-google-zero-click-searches.
HTML link
<a href="https://digitaltreed.com/statistics/ai-search/us-google-zero-click-searches">68.01% of US Google searches ended without a click to any website in January to April 2026</a> (SparkToro, Jan-Apr 2026)
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FAQ
Questions about this number
What percent of Google searches end without a click?
68.01% of US Google searches ended without a click in January to April 2026, per SparkToro's study of Similarweb panel data.
Are zero-click searches increasing?
Probably, but the studies use different panels. SparkToro's 2026 study (68.01%) and its 2024 study (58.5%) used different data providers, so the gap is not a clean trend.
Which country has the most zero-click searches?
The UK, at 69.5%, in SparkToro's six-country study of Jan-Apr 2026. Germany had the fewest, at 62.1%.
Does AI Mode cause zero-click searches?
Not yet in this data. Only 0.34% of searches moved on to AI Mode in January to April 2026.
Does the study include the Google app?
No. It covers browser searches on desktop and mobile. SparkToro says the app likely has even more zero-click searches.
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