US EditionSurprising No One, New Research Says AI Overviews Cause Massive Drop in Search Clicks
UNITED STATES, JUL 22 – Pew Research Center found AI Overviews on Google reduce clicks on traditional links from 15% to 8%, signaling a shift in user engagement and website traffic patterns.
- GrowthSRC Media released that CTRs for Google’s top result declined from 28% to 19% after AI Overviews began in May 2024.
- Google began testing AI Overviews as the “search generative experience” in May 2023 and made them official in May 2024, with summaries now appearing on about one in every five searches.
- Users clicked on a standard result just 8% of the time when AI Overviews appeared, and only about 1% of users selected links embedded directly in the summaries.
- Online publishers are facing reduced traffic and revenue, with findings supporting reports that AI-generated summaries are depriving websites of visitor traffic and ad revenue.
- Amid evolving search habits, the industry must innovate or risk obsolescence, as Pew Research Center emphasizes that AI may create zero-click searches resolved within Google’s ecosystem.
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A survey of 900 US Google users: of ~69K searches, 18% gave AI Overviews; of those, users clicked a link 8% of the time, compared to 15% with no AI summary
Pew Research Center: A survey of 900 US Google users: of ~69K searches, 18% gave AI Overviews; of those, users clicked a link 8% of the time, compared to 15% with no AI summary — Last year, Google introduced “AI Overviews,” a feature that displays an artificial intelligence-generated result summary at the top of many Google search pages.
Users apparently see their Google search request answered by this.
Coverage Details
Total News Sources17
Leaning Left1Leaning Right0Center3Last UpdatedBias Distribution75% Center
Bias Distribution
- 75% of the sources are Center
75% Center
L 25%
C 75%
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