AmiMoJo shares a report: In August of 2019, I published research from now-defunct clickstream data provider, Jumpshot, showing that 50.33% of all Google searches ended without a click to any web property in the results. Today, thanks to new data from SimilarWeb, I’ve got a substantive update to that analysis. From January to December, 2020, 64.82% of searches on Google (desktop and mobile combined) ended in the search results without clicking to another web property. That number is likely undercounting some mobile and nearly all voice searches, and thus it’s probable that more than 2/3rds of all Google searches are what I’ve been calling “zero-click searches.” Some folks have pointed out that “zero-click” is slightly misleading terminology, as a search ending with a click within the Google SERP itself (for example, clicking on the animal sounds here or clicking a phone number to dial a local business in the maps box) falls into this grouping. The terminology seems to have stuck, so instead I’m making the distinction clear.
[…] Here are the headline statistics from the data:
SimilarWeb analyzed ~5.1 trillion Google searches in 2020
These searches took place on the 100M+ panel of mobile and desktop devices from which SimilarWeb collects clickstream data
Of those 5.1T searches, 33.59% resulted in clicks on organic search results
1.59% resulted in clicks on paid search results
The remaining 64.82% completed a search without a direct, follow-up click to another web property
Searches resulting in a click are much higher on desktop devices (50.75% organic CTR, 2.78% paid CTR)
Zero-click searches are much higher on mobile devices (77.22%)
of this story at Slashdot.
Source:: Slashdot