From January to December 2020, 64.82% of Google’s 5.1 trillion searches (desktop and mobile combined) ended without going to websites for detailed information. The so-called “zero search”, when the answer is provided directly to the search engine, works in 2 out of 3 cases. SimilarWeb analytics company together with research SparkToro combined data from smartphones running Android and iOS, as well as computers running Windows and macOS around the world with a total user base of more than 100 million people.
On computers, the share of zero search was 46.48%. The click-through rate (CTR) in organic SERPs (top positions in search) was fixed at 50.75%. Clicks on advertising links in paid blocks and contextual ads took a rather meager share: 2.78% of all requests.
The situation with zero search on mobile is drastically different. Among smartphone users, the proportion of requests without a direct follow-up to a website is over 77%. The click-through rate in organic SERPs was fixed at 21.99%, and clicks on advertising links are even less significant than on PCs – 0.79%.
The study authors came to a number of interesting findings. For example, there are far more searches on Google today than ever before. The share of paid results is also clearly growing, both on smartphones and computers. In addition, the November to December period recorded the highest percentage of zero searches in the past two years. According to StatCounter, the global search engine market is exclusively dominated by Google with an incredible 92% share. In the US home market, the search giant currently controls over 95% of search ads.
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