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State of Search Q1 2025: Behaviors, Trends, and Clicks Across the US & Europe
Discover how search is evolving across the US and Europe with our latest report, grounded in real user activity.
This report, created in collaboration with Rand Fishkin (CEO of SparkToro), draws from clickstream data collected from tens of millions of desktop users across the US, UK, and EU throughout 2024 and Q1 2025. It offers clear, actionable insights into where people are spending time, how search habits are shifting, and what those changes mean for traffic, visibility, and engagement.
This report covers:
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Search platform share and user behavior across the US and Europe
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Trends in AI-powered search and zero-click results
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Changes in search intent and content engagement via search
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Regional differences in search platform usage and content discovery
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The state of e-commerce search
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Search-driven insights into content platforms
This report will be particularly useful for:
- E-commerce and retail marketers
- Digital advertising professionals
- Media and publishing executives
- Product managers
- Market researchers and industry analysts
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