Google searches per U.S. user down nearly 20%
Google desktop searches per user fell nearly 20% year over year, based on clickstream data from tens of millions of U.S. users.
A new Datos/SparkToro report reveals that U.S. Google searchers are conducting nearly 20% fewer searches per user compared to a year ago. The decline is attributed to AI-powered answers and instant results, which are reshaping search behavior by reducing the need for repeat searches. Despite this, AI tools still account for less than 1% of total U.S. desktop activity. The shift is making search-driven discovery more concentrated and challenging for new or independent publishers, with traffic increasingly flowing to established platforms like Google and AI tools such as ChatGPT.
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