57% of smartphone users do not click on Google results

57% of Google users do not click on web pages when searching from their smartphones, according to information from Semrush.

Worse still for the advertising search giant: only 0.02% of mobile users click on paid search ads, a statistic that may be concerning amid the rise of immersive social platforms, like TikTok. 29.3% of Google smartphone users had to adjust keywords after the first search.

The marketing agency took an anonymous sample of 20,000 unique users, analyzing 609,809 search actions, but noted the difference between desktop and mobile traffic.

On desktop, the study found that more than 30% of computer users refined or expanded their Google searches, while 25% did not click through to a website on the search results page.

On average, 45% of computer users take less than 10 seconds to make a decision after their primary search. This number drops to 33% on mobile. This is when desktop users are more likely to visit a secondary page in their search than smartphone users. Instead, smartphone users are more likely to continue their initial search with a search for a video related to this topic.

It is no coincidence that the levels of engagement of user groups differ. According to Semrush, desktop and mobile users interact inconsistently due to structural differences.

For example, users can scroll through search results faster and easier on a smartphone than on a desktop computer. This means that “answer boxes” and “featured snippets” don’t resonate well with this subset of users. However, the percentage of non-clicks from desktop suggests that the two features mentioned above have an impact on click traffic.

For content creators, the worst-case scenario is for users to find answers on Google’s search engine results page without visiting a website. But Google Search is likely to be turned upside down in the age of AI and machine learning.

Gen Z are increasingly using social apps, like TikTok and YouTube, to find what they’re looking for. Google has even taken notice, with Prabhakar Raghavan, head of Knowledge & Information, telling TechCrunch that the company is looking at ways to better index social media content.

“In our studies, something like almost 40% of young people, when looking for a place to have lunch, they don’t go to Google Maps or Search,” he told the publication. “They go on TikTok or Instagram.”

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