Key Insights
Essential data points from our research
Google captures approximately 91.5% of the global search engine market share
Bing holds the second largest market share of desktop search traffic at roughly 3%
There are approximately 8.5 billion searches processed by Google every day
The #1 result in Google's organic search results has an average CTR of 27.6%
Only 0.63% of Google searchers click on something from the second page
90.63% of content gets no traffic from Google
Roughly 27% of the global online population uses voice search on mobile
58% of consumers use voice search to find a local business information
Voice search results load in 4.6 seconds on average
46% of all searches on Google have a local intent
76% of people who search on their smartphones for something nearby visit a business within a day
28% of local searches result in a purchase
YouTube is the second largest search engine in the world
Google Lens generates more than 10 billion searches per month
62% of Gen Z and Millennials prefer visual search capabilities
Local & Commerce
- 146% of all searches on Google have a local intent
- 276% of people who search on their smartphones for something nearby visit a business within a day
- 328% of local searches result in a purchase
- 4"Near me" or "nearby" searches grew by more than 900% over two years
- 586% of people look up the location of a business on Google Maps
- 649% of products searches begin on Amazon rather than a search engine
- 7Searches for "open now" have tripled in the past two years
- 892% of searchers will pick a business on the first page of local search results
- 9Local searches result in clicks to call 60% of the time
- 10Businesses with photos on their Google Business Profiles receive 42% more requests for directions
- 1197% of people learn more about a local company online than anywhere else
- 12Mobile searches for "where to buy" have grown 85%
- 1356% of local retailers have not claimed their Google Business Profile listing
- 14Before visiting a store, 60% of consumers check product availability online via search
- 15Searches for "curbside pickup" increased by 3000% during the pandemic
- 1654% of smartphone users search for business hours
- 1784% of people trust online reviews found in search as much as personal recommendations
- 18Only 48% of consumers would consider using a business with fewer than 4 stars in local search
- 1935% of product searches start on Google
- 2058% of people search for local businesses on their smartphones daily
Interpretation
If these stats teach us anything, it is that search has quietly become the new storefront: nearly half of queries have local intent, "near me" searches exploded, smartphones turn lookups into visits, calls and purchases almost immediately, and features like photos, hours, inventory and four-star reviews on your Google Business Profile decide whether customers find you or your competitors while about half of product shoppers start on Amazon.
Market Share & Impact
- 1Google captures approximately 91.5% of the global search engine market share
- 2Bing holds the second largest market share of desktop search traffic at roughly 3%
- 3There are approximately 8.5 billion searches processed by Google every day
- 415% of all searches made on Google everyday have never been searched before
- 5DuckDuckGo processes over 100 million daily searches on average
- 6Yandex is the leading search engine in Russia with over 60% market share
- 7Baidu dominates the search market in China with over 75% market share
- 8Google indexes hundreds of billions of web pages which is over 100,000,000 gigabytes in size
- 9Organic search drives 53% of all trackable website traffic
- 10Yahoo! maintains roughly 1.5% of the global search market share
- 11Google owns over 95% of the mobile search engine market worldwide
- 12The most searched keyword on Google globally is often 'YouTube'
- 13Ecosia has planted over 150 million trees through ad revenue generated by search
- 14Google handles at least 2 trillion searches per year
- 15North America has the highest internet penetration rate affecting search volume at over 90%
- 16The Search Engine Optimization (SEO) industry is worth nearly $80 billion
- 17Google Search Network revenue amounts to over $150 billion annually
- 18Naver handles roughly 56% of South Korea’s search queries
- 19Approximately 65% of Google searches end without a click to another property (Zero-Click searches)
- 20Brave Search recently surpassed 2.5 billion total annual queries
Interpretation
Google functions as the internet’s gravitational sink, capturing over 90% of searches and processing trillions annually, while regional champions like Baidu, Yandex and Naver, privacy-focused engines such as DuckDuckGo and Brave, and even tree-planting Ecosia nibble at the edges, producing a vast but highly concentrated search economy worth billions in ad revenue and SEO where 15% of queries are entirely new and a large share end without a click.
SEO & Rankings
- 1The #1 result in Google's organic search results has an average CTR of 27.6%
- 2Only 0.63% of Google searchers click on something from the second page
- 390.63% of content gets no traffic from Google
- 4Moving up one spot in the search results increases CTR by 30.8% on average
- 5Top-ranking pages on Google have an average of 3.8 times more backlinks than positions 2-10
- 6The average top-ranking page on Google is 1,447 words long
- 766.31% of pages have no backlinks, heavily influencing their lack of search visibility
- 8HTTPS correlates with higher search rankings on the first page of Google
- 9About 12% of search queries have a Featured Snippet in the results
- 10When a Featured Snippet is present, the CTR of the #1 organic result drops below 20%
- 11Ranking in the top position on mobile delivers a 23% CTR compared to 27% on desktop
- 125.7% of pages will rank in the top 10 search results within a year of publication
- 13URLs that contain a keyword have a 45% higher click-through rate than those that don’t
- 14Title tags between 15 to 40 characters have the highest CTR of 8.6%
- 15The average page loading speed for a first-page result is 1.65 seconds
- 16Long-tail keywords (3+ words) make up 91.8% of all search queries
- 17Updating old content can increase organic traffic by up to 106%
- 18Websites with a blog have 434% more indexed pages in search engines
- 1970-80% of users ignore the paid ads and focus on the organic results
- 20Bounce rate for first page results is approximately 49%
Interpretation
In short, the search landscape rewards fast, secure, long, keyword-rich pages with backlinks and fresh updates, because the number one organic result grabs roughly 27.6 percent of clicks while page two barely reaches 0.63 percent, featured snippets and mobile shrink that lead, most pages get no Google traffic for lack of links and optimization, and titles, URLs, long-tail targeting, page speed and regular content refreshes are what separate the visible few from the invisible many.
User Behavior & Voice
- 1Roughly 27% of the global online population uses voice search on mobile
- 258% of consumers use voice search to find a local business information
- 3Voice search results load in 4.6 seconds on average
- 4The average voice search answer is 29 words long
- 5Mobile devices account for 63% of all organic search engine visits
- 671% of wearable device owners have used voice search
- 740.7% of voice search answers come from a Featured Snippet
- 8Comscore predicted that 50% of all searches would be voice searches by 2020
- 9Queries with question words (who, what, when, etc.) grew by over 60% year-over-year
- 1055% of teenagers use voice search daily
- 11The reading level of the average voice search result is 9th grade
- 1275% of smart speaker owners use voice search significantly to play music
- 13Over 50% of users use voice search while driving
- 1414.6% of searches on desktops use 4 words or more compared to mobile usage
- 15Roughly 8% of search queries are phrased as questions
- 16Search sessions on mobile are significantly shorter averaging 10 minutes vs 30 minutes on desktop
- 1770% of voice requests are made in natural conversational language
- 18People are 3x more likely to use voice search for something quick than for research
- 1952.8% of smart speaker users use their device for voice search questions daily
- 20Average users search Google 3 to 4 times per day
Interpretation
Voice search has quietly gone from novelty to necessity, with millions of mobile, wearable, teen and commuter users preferring fast, conversational queries that load in seconds and return concise answers of about 29 words, often as featured snippets for local needs and music, so businesses that ignore natural language optimization, page speed and short snippet ready content risk disappearing from on the go searches.
Visual & Video Tech
- 1YouTube is the second largest search engine in the world
- 2Google Lens generates more than 10 billion searches per month
- 362% of Gen Z and Millennials prefer visual search capabilities
- 4Pinterest receives over 600 million visual searches every month
- 5Videos appear in 62% of Google universal searches
- 6Posts with videos earn 157% more search traffic than text-only posts
- 722.6% of internet users in the US use a visual search tool on mobile
- 840% of Gen Z prefers searching on TikTok or Instagram over Google Search and Maps
- 9The visual search market is expected to exceed $14 billion by 2023
- 10Image search accounts for 22.6% of all queries on Google properties
- 1155% of consumers say Visual Search is instrumental in developing their style and taste
- 12Video thumbnails in search results can double search traffic
- 13"How to" video searches on YouTube grow 70% year over year
- 1490% of people say they discover new brands or products via YouTube search
- 1536% of online shoppers have used visual search to shop for products
- 16Searches for "video editing app" have grown 125% recently
- 17Advertisers on Pinterest Visual Search get a 10% lower cost per acquisition
- 1880% of marketers have optimized their videos for search engines
- 191 billion learning-related videos are viewed on YouTube daily often found via search
- 20ASMR is a top searched term on YouTube with accelerated growth in the last 5 years
Interpretation
Think of search as a moving picture show: billions of visual and video queries, a generation that prefers image-first platforms, and clear boosts in traffic and conversions for visual-optimized content mean brands that ignore video and visual search are choosing to be invisible to the next wave of shoppers.
