Pew Study Shows How Google AI Overviews Are Changing Search Click Behavior

A Pew Research Center study reveals how Google AI Overviews are altering search click behavior. In tests involving 68,879 Google searches by 900 U.S. adults in March 2025, users clicked traditional search results 8% of the time when an AI summary was present, compared to 15% of the time when no summary appeared. This trend matters for businesses that rely on organic search traffic, as a page may still show up in results but receive fewer visits because the searcher's immediate question is already answered on Google.

The study shows that AI summaries appear in about 18% of all Google searches. They are most likely to show up in longer queries, with 53% of searches containing 10 or more words featuring a summary, compared to 8% for one or two word searches. When an AI summary appears, users are more likely to end their search session without visiting the linked website, occurring in 26% of cases with summaries versus 16% without.

AI summaries typically source information from multiple locations, with 88% citing three or more sources. Wikipedia, YouTube, and Reddit made up about 15% of cited sources. Government sites appeared more often among AI-summary links (6%) than standard search links (2%). News sites were cited in both formats at 5%.

The study suggests that website owners need to consider that lower click rates on informational searches may not indicate a decline in rankings or demand. Instead, it could reflect a changed results page that provides the answer directly. For businesses, focusing on pages that offer original evidence, useful tools, firsthand utility, or a clear next step can help retain visitor interest when an AI summary is present.

Content should directly answer the main question, present claims with supporting context, and make the value of the page clear to both users and search systems.