How People Use Google Search

How People Use Google Search

How People Use Google Search

There have been plenty of analytical studies done on the behavior of Google users in order to come up with some understanding of how the average person uses and interacts with the new Google SERPs.  While many different studies have seen numerous different results, there have been some key findings found within these studies. Here are some of the main takeaways of the Google user behavior studies on how people use Google search: 

Autocomplete: A lot of these studies have determined that Google users go with the site’s autocomplete suggestion about 23 percent of the time. Also, it finds that people who are looking for local information tend to go with the autocomplete suggestions more often than those looking for commercial searches.

Nine seconds: Over 50 percent of Google users will click on a result within 9 seconds of their search populating. However, the average time it takes for a user to click on a link is just under 15 seconds. 

Bottom of the page: Less than 10 percent of users make it to the bottom of the search result page before making a selection.

Modified search: Fifteen percent of users modify their original search.

This could be looked upon in two different ways: Either Google is better at delivering relevant content quickly, or Google users are better at keyword selection in their searches. 

Bounceback: There is only about 17 percent of users that bounce back to the results screen after making a click. Furthermore, only 5 percent of users bounce back to the search results more than once. 

A single page: A large majority (59 percent) of users only ever visit one page during their search. Six percent of people visit more than four pages for a single query. 

10 Blue Link: About 65 percent of people will click on a 10 blue link result while searching. 

Google Ads:  About 19 percent of users will click on a Google Ad while searching. 

Google Maps: When it comes to local searches, about 42 percent of people will click on a search result that is within the Google Maps Pack on the results page.

Google Shopping Results: There is 19 percent of people who search for products click on the Google Shopping result. 

People also Ask: There is only about 3 percent of people who interact with the People Also Ask box. However, a lot of studies have various dependencies on the details of this statistic.

The Second Page: Only .44 percent of Google users will go to the second page of results during any given search. 

Search Sessions: On average, a Google Search session will take about 76 seconds, with half of all searches wrapping up within 53 seconds. 

Main takeaways of these studies

We will take a slightly more in-depth look at some of these study results and what they mean for how people use Google searches.


The numbers relating to Google’s search autocomplete function shows us some interesting insights into user’s behaviors. Google’s autocompleting works by suggesting a few keywords for your search based on a few things like your search history, location, and what you have already typed into the search bar. 

These Google user studies have shown that a lot of Google users rely on the autocomplete feature. In fact, these studies have shown that nearly a quarter of searches are a result of a user using the suggested autocomplete. However, this stat can vary depending on the search query. What this means is people who are searching for commercial keywords tend to use autocomplete more than others. 

Half of Google users click on a result within 9 seconds

This stat shows that Google users spend nearly 9 seconds browsing the contents of the results page before deciding which link they will click on. Based on how quickly users are clicking on a result, a lot of these studies have hypothesized that users are more often than not clicking on the first link on the results page – or at least links near the top. Related to this, the average time it takes before the first click by a user is about 15 seconds. However, this tends to vary depending on what type of search the user is making. So, while some users will click on the first link, there are a lot of Google users that take their time before selecting the best link for their query. 

Search Result Bounce Back Numbers

These studies have shown that about 17 percent of Google users return to the main results page after making a click. This stat shows that a few studies saw that nearly 83 percent of Google users made their search selection and never looked back. It also found that about 5 percent of users returned to the search result screen multiple times during their hunt.

If you want to take advantage of some of these Google search facts and have your business ranked number 1 on google then Contact us today!