57% of Google users don’t click on websites when searching on their smartphones, Semrush data shows.
Even worse for the search ad giant: Only 0.02% of mobile users click on paid search ads, a statistic that can be alarming 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 firm 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 over 30% of desktop users refined or expanded their Google searches, while 25% did not click on a website on the search results page.
On average, 45% of desktop users take less than 10 seconds to make a decision after their primary search. That number drops to 33% on mobile. This is while desktop users are more likely to visit a secondary page in their search than smartphone users. Instead, smartphone users are more likely to follow up their initial search with a search for a video related to that topic.
It is no coincidence that the levels of engagement of user groups differ. According to Semrush, desktop and mobile users communicate 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 Quotes” do not resonate well with this subset of users. However, the desktop no-click rate suggests that the two features mentioned above are affecting click traffic.
For content creators, the worst-case scenario is that users find answers on the Google search engine results page without visiting a website. But it is possible that Google Search will be upgraded in the age of artificial intelligence and machine learning.
Gen Z is increasingly using social apps like TikTok and YouTube to find what they’re looking for. Google has even taken note, with head of Knowledge & Information Prabhakar Raghavan telling TechCrunch that the company has been looking at ways to better index social media content.
“In our studies, about 40% of young people, when looking for a place to eat lunch, don’t go to Google Maps or Search,” he said in the publication. “They go to TikTok or Instagram.”