{
    "question": "What percentage of Google searches are zero-click?",
    "answer": "68.01% of US Google searches ended without a click to any website in January to April 2026, according to SparkToro's analysis of Similarweb's desktop and mobile web panel. Only 231 of every 1,000 searches sent a click to the open web. SparkToro's 2024 study found 58.5%, but it used a different panel, so the two are not a clean trend.",
    "period": "Jan-Apr 2026",
    "key_numbers": [
        {
            "value": "68.01%",
            "label": "US Google searches that ended without a click",
            "note": "SparkToro / Similarweb, Jan-Apr 2026",
            "stat": "ai-search/us-google-zero-click-searches"
        },
        {
            "value": "231",
            "label": "Clicks to the open web per 1,000 US Google searches",
            "note": "SparkToro / Similarweb, Jan-Apr 2026",
            "stat": "ai-search/us-open-web-clicks-per-1000-searches"
        },
        {
            "value": "29.0%",
            "label": "US searches followed by another Google search instead of a click",
            "note": "SparkToro / Similarweb, Jan-Apr 2026",
            "stat": "ai-search/us-searches-followed-by-another-search"
        },
        {
            "value": "69.5%",
            "label": "UK zero-click share, the highest of six countries",
            "note": "SparkToro / Similarweb, Jan-Apr 2026",
            "stat": "ai-search/uk-google-zero-click-searches"
        },
        {
            "value": "62.1%",
            "label": "Germany zero-click share, the lowest of six countries",
            "note": "SparkToro / Similarweb, Jan-Apr 2026",
            "stat": "ai-search/germany-google-zero-click-searches"
        }
    ],
    "tables": [
        {
            "id": "us-outcomes",
            "title": "What happens after a US Google search (Jan-Apr 2026)",
            "columns": [
                "Outcome",
                "US"
            ],
            "rows": [
                [
                    "Ended without a click to any website",
                    "68.01%"
                ],
                [
                    "At least one click of any kind (website, Google property or ad)",
                    "32.0%"
                ],
                [
                    "Followed by another Google search instead of a click",
                    "29.0%"
                ],
                [
                    "Moved on to AI Mode",
                    "0.34%"
                ],
                [
                    "Clicks to the open web (non-Google, non-ad sites) per 1,000 searches",
                    "231"
                ]
            ],
            "row_ids": [
                "us-zero-click",
                "us-with-click",
                "another-search",
                "ai-mode",
                "open-web-clicks"
            ],
            "note": "Similarweb desktop and mobile web panel. Searches in the Google mobile app are not included. SparkToro says open-web clicks are likely slightly undercounted, because some people click more than one result. \"Another search\" counts only new searches typed in the default search box.",
            "source": "sparktoro"
        },
        {
            "id": "by-country",
            "title": "Zero-click Google searches by country (Jan-Apr 2026)",
            "columns": [
                "Country",
                "Zero-click searches",
                "Searches with 1+ click"
            ],
            "rows": [
                [
                    "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%"
                ]
            ],
            "row_ids": [
                "country-germany",
                "country-italy",
                "country-canada",
                "country-france",
                "country-us",
                "country-uk"
            ],
            "note": "One panel and one period, so these countries can be compared with each other.",
            "source": "sparktoro"
        },
        {
            "id": "ai-summary-effect",
            "title": "What people do on Google when an AI summary appears (March 2025)",
            "columns": [
                "Behaviour on the results page",
                "With AI summary",
                "Without AI summary"
            ],
            "rows": [
                [
                    "Clicked a traditional result",
                    "8%",
                    "15%"
                ],
                [
                    "Clicked a link inside the AI summary",
                    "1%",
                    "n/a"
                ],
                [
                    "Ended the browsing session",
                    "26%",
                    "16%"
                ],
                [
                    "Share of all searches that showed an AI summary",
                    "18%",
                    "-"
                ]
            ],
            "row_ids": [
                "aio-click-result",
                "aio-inside-link",
                "aio-session-end",
                "aio-share-of-searches"
            ],
            "note": "Tracked web browsing of 900 US adults (Ipsos KnowledgePanel Digital), 68,879 Google searches, 1-31 March 2025.",
            "source": "pew"
        },
        {
            "id": "history",
            "title": "Zero-click Google searches in SparkToro studies, 2019 to 2026",
            "columns": [
                "Period",
                "Zero-click share",
                "Region",
                "Panel"
            ],
            "rows": [
                [
                    "2019",
                    "49%",
                    "US",
                    "Jumpshot (now closed)"
                ],
                [
                    "2020",
                    "64.82%",
                    "Worldwide",
                    "Similarweb, desktop and mobile"
                ],
                [
                    "Q4 2020",
                    "68.3%",
                    "US",
                    "Similarweb (same 2020 post)"
                ],
                [
                    "Sep 2022 - May 2024",
                    "58.5%",
                    "US",
                    "Datos (few iPhones)"
                ],
                [
                    "Sep 2022 - May 2024",
                    "59.7%",
                    "EU",
                    "Datos (few iPhones)"
                ],
                [
                    "2024, restated in 2026",
                    "60.45%",
                    "US",
                    "SparkToro 2026 post, no reason given"
                ],
                [
                    "Jan - Apr 2026",
                    "68.01%",
                    "US",
                    "Similarweb, desktop and mobile web"
                ]
            ],
            "row_ids": [
                "h-2019-us",
                "h-2020-world",
                "h-2020-q4-us",
                "h-2024-us",
                "h-2024-eu",
                "h-2024-restated",
                "h-2026-us"
            ],
            "note": "Each study used a different panel, so read this as a list of separate measurements, not a trend line. SparkToro calls the 2024 to 2026 comparison \"a bit of apples and oranges\".",
            "source": "sparktoro"
        }
    ],
    "sources": [
        {
            "name": "Zero-click search studies (with Similarweb and Datos panel data)",
            "publisher": "SparkToro",
            "type": "vendor",
            "url": "https://sparktoro.com/"
        },
        {
            "name": "Pew Research Center",
            "publisher": "Pew Research Center",
            "type": "survey",
            "url": "https://www.pewresearch.org/"
        }
    ],
    "content_changed_on": "2026-10-30",
    "page_url": "https://digitaltreed.com/statistics/ai-search/zero-click-searches",
    "csv_url": "https://digitaltreed.com/statistics/ai-search/zero-click-searches.csv"
}