While the announcement of ” Ai Overviews During the Google I/O of the month of May 2023 aroused a lot of interest, the content publishers very quickly underwent the consequences of this functionality on their traffic when it was deployed a year later.
And if the recent announcement of the “Ai Mode During the last Google I/O was a new blow for the press, a new study has just confirmed the fears of publishers and online media. Although these two features are not Not yet available in France the latest statistics in the United States are not reassuring …
8% clicks on search results
The drop -down click rate due to summaries by AI – Source & Nbsp: Pew Research Center
In her latest study Published this Tuesday, July 22, the research center Pew Research Center asked 900 US Internet users to follow their activity online last March.
Among the hundreds of Americans followed, the study first shows that Only 58% of them carried out research On Google. And if this figure shows that the famous search engine loses its interest, the results also show that only 8% of Internet users finally clicked on a link when a summary by IA was present.
However, even if it remains very worrying for website publishers, this figure must be balanced. Indeed, the report shows that the click rate is only 15% when Google does not have a summary by IA.
26% of Internet users leave Google after a summary by IA
In order to better understand the behavior of Internet users in the face of summaries by IA, the Pew Research Center also analyzed the number of research carried out by Internet users, and more specifically when they stop their research.
Again, the observation is very clear, because we learn that the summaries by IA cause Google’s departure of 26% of Internet users, against only 16% when no summary by IA is present.
In other words, when a summary by IA appears, it minimizes the chances that an internet user performs a new research on Google to finally click on a link.
One in five research offers a summary by IA
Finally, Google being still very discreet about the use of its AI Overviews functionality in the search results, the Pew Research Center has measured the number of times that was the case.
Last March, Internet users who participated in this study saw a Summary by IA in 18% of cases but this figure could be increasing sharply with the arrival of AI mode …
