Americans search Google 126 times per month on average: Study

A recent analysis by Rand Fishkin of SparkToro reveals the surprising frequency of Google searches among American desktop users. The average user conducts 126 unique Google searches per month, while the median sits at 53.

Key Search Statistics:

This data highlights a significant range in search behavior:

• 34% of users perform over 101 searches monthly.
• 36% conduct 21-100 searches monthly.
• 30% perform only 1-20 searches monthly.

Google Search Verticals:

Overwhelmingly, Americans rely on Google.com for their searches (86.94%). Usage of other Google verticals is considerably lower:

• Images: 10.62%
• Video: 1.16%
• Maps: 0.64% (likely undercounted)
• News: 0.38%
• Shopping: 0.23%
• Web: 0.04%

It's important to note that these figures reflect searches within these specific Google sections, not clicks on results appearing in the main search tab.

Implications and Considerations:

Concerns about AI's impact on Google's search dominance are addressed by this study's findings: Google's search volume remains substantial. However, future research will be crucial in validating or refuting Gartner's prediction of a 25% drop in search engine traffic by 2026.

Interestingly, this data corroborates Datos' (a Semrush company) independent estimate of over 5.9 trillion annual Google searches. Fishkin notes a potential discrepancy due to Datos' focus on wealthier nations, where per-capita search activity tends to be higher.

Data Methodology:

The study, conducted in partnership with Datos, exclusively tracks desktop browser activity. Searches within mobile apps (like the Google Search app or Google Maps) are not included. Only searches on Google.com and its five primary vertical sections were counted.

In summary: This research provides valuable insights into the scale and nature of Google search usage among American desktop users, offering a compelling counterpoint to predictions of declining search engine traffic.

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