Our newsletterIndependent researchPew Research Center, 22 Jul 2025
People click a link inside the AI summary on just 1% of search visits with AI summaries
Channel validation
1%
of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)
- Reader Note:
- The 1% is of all visits where an AI summary appeared, not of all searches. For comparison, the same visits produced a click on a traditional search result 8% of the time.
- Evidence:
- Observed behaviour
- Vendor interest:
- None
- Sample:
- 900 U.S. adults in Pew Research Center's KnowledgePanel Digital who agreed to install tracking software on a device; analysis covered their google.com browsing during March 1-31, 2025, including 68,879 unique Google searches.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This was measured in one market. It may not hold where you are.
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