SparkToro and Datos (a Semrish company) have compared searches that end with a click with those that don’t, giving us insight into the former too:
Here are the key numbers (for American searches):
- 41.5% of searches feature a click (70.5% of which go to the open web, 1% to ads, and the rest to Google properties)
- 37.1% end up with.. no click
- 21.4% end up with another search
So, 58.5% are considered Zero-Click searches.
Source: 2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360, by SparkToro
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