Google is answering more questions directly

Market researchers Sparktoro reported in a blog post yesterday that in 2020, 64.82% of all Google searches ended with a zero-click result: no clickthrough to a website, because Google answered the user's question directly.

An even larger share of searches done on mobile devices ended in zero-click: 77.2%, vs. 46.5% for desktop searches.

Data come from more than 5 trillion searches done on 100M+ mobile and desktop devices from which Similarweb collects search results.

In 2020, Google had a massive 91% share of global searches - over 87% in the USA - and dominated US advertising with a 95% share of search advertising and a 50%+ share of display ads.

Will Google continue to skim more and more off the top of search results? Watch this space.