A recent Pew Research Center study involving 900 US adults revealed that AI Overviews (AIO) in Google search results significantly decrease the likelihood of users clicking on traditional website links. The study found that 60% of users accessing search pages with AI summaries reduced their clicks from an average of 15% to just 8%. Furthermore, 1 in 5 searches yield AIO, primarily for questions and longer queries. Users also tend to end their sessions when encountering AIO, indicating reduced engagement with multiple information sources.
Around 6 in 10 users visited a search page featuring an AI-generated summary, with clicks on standard links dropping from 15% to 8% when AIO was present.
1 in 5 searches now show AI Overviews, with the frequency of these summaries increasing, particularly for questions and long-form queries.
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