How People Use Google Search (New User Behavior Study)

How People Use Google Search (New User Behavior Study)

We analyzed 1,801 Google user behavior sessions to better understand how people interact with modern Google SERPs.

Specifically, we investigated:

  • How many people click on ads vs organic results
  • Percentage of clicks that go to local, video and Google Shopping
  • Average search session length
  • Number of users that make it to the bottom of the first page
  • Lots more

And now it’s time to share what we discovered.

Here Are Some of Our Key Findings:

1. Google searchers use one of Google’s autocomplete suggestions 23% of the time. People that search for informational and local searches tended to click on an autocomplete suggestion more often than those searching with commercial queries.

2. 50% of Google users click on their result within 9 seconds of searching. And the average amount of time it takes a Google searcher to click on something is 14.6 seconds.

3. Only 9% of Google searchers make it to the bottom of the first page of the search results.

4. 15% of users modify their initial search term. This suggests that Google tends to serve up highly-relevant results. Or that Google users are adept at choosing the right keyword on their first attempt.

5. Only 17% of users bounced back to the search results after clicking on a result. Only 5% of users bounce more than once for the same query.

6. The majority (59%) of Google users visit a single page during their search session. Only 6% need to visit four or more pages in order to get an answer to their query.

7. 65% of searchers click on a traditional “10 blue link” search result during their search session.

8. Although this varied widely depending on the query, 19% of searchers click on a Google Ad during their search.

9. For local queries, 42% of searchers click on results inside of the Google Maps Pack.

10. 19% of users searching for a product click on a Google Shopping result.

11. On average, only 3% of searchers interact with a “People Also Ask” box. Although this behavior varies widely depending on the query. For example, 13.6% of people searching for supplements clicked on a PAA box.

12. Only .44% of searchers go to the second page of Google’s search results.

13. The average search session takes 76 seconds to complete. And half of all search sessions are finished within 53 seconds.

Methodology: How We Did This Study

For this research we asked 454 US-based human users to perform a set of tasks using Google search.

In order to get a broad set of different queries, we asked our subjects to execute the following search tasks:

Commercial (Physical Product): Find a car phone holder for a Ford F-150



This article was written by Brian Dean and originally published on Backlinko.

Disclosure: Some of the links in this post are "affiliate links." This means if you click on the link and purchase the product, We may receive an affiliate commission.

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