Tech giants like Google and Apple are shifting the search landscape to offer direct answers instead of just a list of links. A recent UX study shows users are engaging differently—when Google’s AI Overview (AIO) steps in, external clicks drop sharply. On desktops, clicks fall by about two-thirds, and on mobile by close to 50%. This change means that while only 7.4% of desktop users and 19% of mobile users click through, many still check familiar brands or trusted .gov and .edu sites, with around 18% seeking additional validation on platforms like Reddit or YouTube.
Even when users choose to interact with an AIO, they rarely explore deeply. Although 88% click to ‘show more’, only 30% actually scroll further down. Trust and prominence still cluster at the top of the page—mirroring classic search snippets. The type of query also affects behaviour: for high-stake topics like health or finance, users scroll further (over 50%), but for lower-risk searches such as coupons, they tend to stop at about 34% depth. Younger, digitally savvy users sometimes accept AI responses as the full story, and in DIY scenarios, many prefer watching a short video demonstration over reading an AIO.
This new trend has significant implications for marketers. As AI answers gain traction, the emphasis is shifting from counting clicks to ensuring brands are seen. Traditional organic results are giving way to visuals, star ratings, and reviews—especially for commercial enquiries like product comparisons, where platforms such as Amazon still hold sway as meta search engines. Meanwhile, publishers who rely on direct site traffic may find themselves in a tougher spot, potentially needing to buy traffic as power consolidates with tech giants like Google, Meta, and possibly Apple. Google is now planning a global rollout of AIO, alongside a more advanced AI mode designed to keep users within its ecosystem longer and further reduce external clicks. The study, conducted by Kevin Indig with Eric van Buskirk and their team and published on Growth Memo, observed 69 U.S. users engaged in real Google searches spanning topics from shopping and finance to health and DIY, providing a clear snapshot of evolving online behaviour.
