ShortlistLog inFind my match

Franchise Statistics Bureau · 2026-06

What percentage of Google searches end without a click?

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.

68.01%

From January to April 2026, 68.01% of US Google searches ended without a click, up 7.5 percentage points from 60.45% in 2024 — the fastest acceleration SparkToro has seen in the last decade.

The 2026 figures come from Similarweb's US desktop and mobile web panel; the 2024 comparison came from Datos. SparkToro attributes much of the rise to AI Overviews (SparkToro).

📌 Source: SparkToro — 2026 Zero-Click Search Study (Rand Fishkin), June 2026Vendor survey — cross-check before relying on it · checked 15 Sept 2026View primary source ↗

What this figure measures

The figure is the share of Google searches in the United States that ended with no click of any kind, measured from January to April 2026 across desktop and mobile web browsers. A click includes a visit to another Google property such as Maps or YouTube, an organic result on the open web, or a paid advertisement. It is an observed panel measurement, not a forecast.

How it was produced

SparkToro analysed clickstream data from Similarweb's desktop and mobile web panel. To combine devices it applied a split of two-thirds mobile and one-third desktop, which Similarweb checked against its own panel; mobile search sessions were treated as ended after 10 seconds of inactivity; and paid clicks on mobile, which could not be measured directly, were estimated using ratios from DigitalApplied's 2026 benchmark panel.

What it does not tell you

The panel excludes searches made in the Google mobile app, where SparkToro expects zero-click rates to be higher, so the share is likely understated. Comparisons with 2024 rely on a different panel supplied by Datos, and the author notes these are not the same users or devices. The result covers United States searches only, with other countries published separately, and it does not measure AI assistants outside Google.

Related statistics

8% vs 15%

How do Google AI Overviews affect clicks?

800M+

How many people use ChatGPT weekly?

Turn data into a decision

See which franchises fit your budget and country — matched, not sold.

Affordability calculatorFind my match →