34% Of US Searchers Conduct More Than 101 Per Month

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34% Of US Searchers Conduct More Than 101 Per Month

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Individual desktop users in the U.S. performed 126 unique Google searches per month in 2024 on average, according to a analysis of search behavior. But what happens to advertising when AI Mode is released and people do not need to conduct as many searches?

The data and analysis of search behavior published by SparkToro co-founder Rand Fishkin, suggests that 53 searches per month is the medium average.

The news comes a day after Google revealed it now sees more than 5 trillion searches on Google annually.

Google launched an experimental version of its search engine Wednesday that eliminates its 10 blue links in favor of an AI-generated summary.

AI Mode, a new tab within Google Search, is available through the Google Search Labs experiment. It goes beyond AI Overviews with a more immersive interface that provides advanced reasoning, thinking and multimodal capabilities.

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SparkToro’s estimates on desktop searches performed in the U.S. moved the 5 trillion number that Google announced Monday closer to 5.9 trillion based on several factors -- and with consideration that Google serves at least 492 billion searches per month or about 16.4 billion per day -- but that assumption combines desktop and mobile. 

Fishkin partnered with Datos, which only tracks web-browser activity and does not track searches made on mobile apps for Google search and in Google Maps. It only tracks searches on Google.com and its five main vertical options on the search engine.

The number is based on an estimate by SparkToro that Google has 90.15% global search market share, citing Statcounter.

The number also considers the 5.35 billion humans who are active on the Internet each month, and that about 81% of Internet users use a search engine at least once monthly, data that comes from the Global Web Index. 

The post clarifies and details the different types of queries. Google searches include queries that started on Google.com, and those that used tabs in search such as Images, Video, Maps, News, Shopping, and the newcomer, Web.

The data did not include features such as Google Scholar, Forums, Flights, or other rarely or conditionally triggered vertical options.

Additional numbers in the post provided more details. Thirty-four percent of U.S. searchers conducted more than 101 searches per month, while 36% conducted between 21 and 100 searches per month, and 30% conducted between 1 and 20 searches per month.

By vertical, 86.94% of U.S. searchers use Google.com’s home page to search for Google’s other vertical options. Some 10.62% of U.S. searchers use images, 1.16% use video, 0.64% use Maps, and 0.38% use News.

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March 6, 2025 at 02:06AM