A New User Behavior Study on How People Use Google Search

A New User Behavior Study on How People Use Google Search


1,801 Google user behavior sessions were analyzed to better understand how people interact with modern Google SERPs. The role of a digital marketing company is inevitable for the growth of any form of business. And in order to have your digital marketing done right and to keep track of your own performance and at the same time, analyzing the general trend is deemed necessary. 

Specifically, these were investigated:

–    How many people click on ads vs organic results?

–    Percentage of clicks that go to local, video and Google Shopping

–    Average search session length

–    Number of users that make it to the bottom of the first page

Lots more

Here Are Some of The Key Findings:

1.  It was noted that Google searchers used one of Google’s autocomplete suggestions 23% of the time. People who search for informational and local searches normally click on an autocomplete suggestion than those searching with commercial queries.

2.  50% of Google users clicked on their results within 9 seconds of searching for a topic. The average amount of time it takes a Google searcher to click on something is 14.6 seconds.

3.  It was estimated that only 9% of Google searchers make it to the bottom of the first page of the search results.

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5.  It was noted that 15% of users modify their initial search terms. This indicates that Google tends to serve up highly-relevant results and that users are adept at choosing the right keyword on their first attempt.

6.  Surprisingly, only 17% of users bounced back to the search results after clicking on a result and only 5% of users bounced more than once for the same query.

7.  59% of Google users visited a single page during their search session. And only 6% visited four or more pages in order to get an answer to their query.

8.  During their search session, 65% of searchers click on a traditional “10 blue links” search result 

9.  19% of searchers click on a Google Ad during their search.

10.  When it comes to local queries, 42% of searchers click on results inside of the Google Maps Pack.

11.  19% of users searching for a product usually click on a Google Shopping result.

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12.  On average, only 3% of searchers interacted with a “People Also Ask” box. But, this behavior varies widely depending on the query. For example, 13.6% of people searching for supplements clicked on a PAA box.

13.  Only .44% of searchers went to the second page of Google’s search results.

14.  The average search session usually takes 76 seconds to complete. And half of all search sessions are finished within 53 seconds.


Searchers Use Google Autocomplete Suggestions 23% of the Time

Google’s autocomplete suggests many keywords during your search based on search history. According to the research, a fair number of Google searchers are using this feature. It was found that about a quarter of all searches resulted in a user choosing one of Google’s autocomplete suggestions.

The number of times someone used Google autocomplete depends on the query. People searching for commercial and transactional keywords tend to use autocomplete suggestions most often.

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Half of Google Users Click Within 9 Second of Their Search

Next the “time to first click” was investigated.  It was hypothesized that, while many people instinctively click on the first result, user behavior may be changing due to the high number of SERP features that Google now uses, including video carousels, people also ask boxes and top stories.

SERP layouts can vary dramatically between different searches. This combination makes it harder for users to quickly choose the first organic result on the page. It was discovered that 50% of people that search for something in Google click within 9 seconds. We also found that 25% of users click within 5 seconds.

On average, the “time to first click” is 14.6 seconds and it varies somewhat depending on the query type.


9% of Users Scroll to the Bottom of the First Page

Next, the analysis was to see how many Google searchers scrolled down to the bottom of the first page results. Only 9% of people ended up at the very bottom of the results.

This user behavior was dependent on the type of query and is likely due to differences in SERP features.

Commercial keywords tend to bring up Google Shopping results and almost always appear above the fold.

On the other hand, transactional and informational terms typically presented a more traditional “10 blue links” layout. This leads to more scrolling and clicking further down the page.

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Only 15% of Google Users Modify Their Initial Search Term

It was discovered that 85% of Google users found an answer to their query with their initial search term.

This might be due to the fact that Google has improved its ability to understand the true intent of a query.

Or it could be that Google’s search results are simply better than in the past. It could also be that Google users better understand how to search. Either way, Google searchers generally find what they need with their first query itself. This is why very few ultimately change their query after their initial search.



The Google SERPs are rapidly changing and even are entirely new search experiences, like Google Discover.

If you’re interested, our digital marketing company in the USA can help you incorporate methodologies that help to analyze how your site performs in Google search. Let us know if you have any questions in the comments section below.


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