Franchise Statistics Bureau · 2025-07
How do Google AI Overviews affect clicks?
Figures are published by third parties, compiled as-is, and may change. We do not independently verify the underlying data — check the source before acting on it. For reference only; not legal, tax, or investment advice.
8% vs 15%
click rate with vs without AI summary
When a Google AI summary appears, users click a traditional search result only 8% of the time — versus 15% when no AI summary is shown (Pew Research Center).
Only 1% of AI summaries earned a click on a link inside the summary itself, and users were more likely to end their browsing session entirely after seeing one.
What this figure measures
The figures compare how often Google search visits led to a click on a traditional search result link: 8% of visits to result pages that showed an AI summary, versus 15% of visits to pages without one. They describe the browsing of adults in the United States on tracked devices and refer only to Google searches. They are observed behaviour, not answers to a questionnaire.
How it was produced
Pew Research Center analysed web browsing records from 900 US adults in Ipsos's KnowledgePanel Digital, whose members install an app that tracks their online browsing. Pew received every URL each person visited on a tracked device from March 1 to 31, 2025, and found 68,879 unique Google searches, of which 12,593 showed an AI summary. The data were weighted to population benchmarks.
What it does not tell you
The data cover one month of browsing by a panel of 900 adults, all in the United States, and only Google searches, because Pew could not reliably identify AI summaries on other search engines. Households without internet access before joining the wider panel were not invited to the browsing panel. The study records what people clicked on tracked devices, not why they did or did not click.
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