Where desktop Google searches end: Datos Q4 2025 data

A single “zero-click rate” hides several different outcomes. The Q4 2025 State of Search report from Datos, a Semrush company, produced with SparkToro, splits every US desktop Google search into five: no click at all, a repeat search, a click to a Google-owned property, a paid click, or an organic click to another site. Its monthly chart runs from October 2024 to December 2025, so the numbers below are the report’s own, read from that chart, not a derived rate.

What share of US desktop Google searches end with no click?#

In December 2025, 24.5% of US desktop Google searches ended with no click, per the report’s chart. In December 2024 the same segment was 25.1%. Across the 15 months the segment moved between 22.9% (November 2025) and 28.1% (April 2025), so the trend is flat to slightly down, not a climb. The report’s own summary says zero-click behavior “fluctuated but did not accelerate” and that Q4 data points to stabilization.

Where do the other desktop searches go?#

Organic clicks to non-Google results took 42.0% of December 2025 searches, up from 41.4% a year earlier. Paid clicks took 2.1%, up from 1.5%. Searches that stayed on a Google-owned property such as maps, weather or hotels rose from 14.5% to 16.6%, and repeat searches fell from 17.6% to 14.7%. The AI search angle the report adds is Google AI Mode, which it calls a very small slice of US desktop activity that grew steadily from May through December 2025.

For Europe, the EU and UK chart shows a lower no-click segment: 22.5% in December 2025, against 23.8% in December 2024.

Why does this not match the 68% zero-click headline?#

SparkToro’s June 2026 report put US Google zero-click at 68.01% for January to April 2026. The two are not contradictory, because they measure different things. That report used Similarweb’s desktop and mobile panel, assumed a two-thirds mobile and one-third desktop mix, and counted every search without a click to the open web. The Datos chart is desktop only and separates repeat searches and Google-owned clicks from a strict “no click” outcome. A reader should not subtract one from the other.

What does the report leave unmeasured?#

Mobile is outside this dataset, and the report says its conclusions are for desktop searchers. It does not publish a per-market panel count, so the sample can be described only as tens of millions of desktop users worldwide. The bar values were read from the published chart labels; the report does not offer a downloadable table. The one shift it stresses is falling search volume per searcher: Rand Fishkin’s commentary calls it a nearly 20% decline in Google searches per searcher in the US from 2024 to 2025, against 2 to 3% in the EU and UK, and offers AI answers as a suspected cause rather than a finding.