State of Search Q3 2025: Behaviors, Trends, and Clicks Across the US & Europe

AI reshapes search. Users adapt. The landscape evolves.

The latest State of Search report, created in collaboration with Rand Fishkin, CEO of SparkToro, unpacks how people are searching, discovering, and deciding online in a world increasingly shaped by AI. Using clickstream data from millions of real users across the US and Europe, we explore what’s changing – and what’s holding steady – across traditional search, AI tools, content, and commerce.

This report covers:

• AI-driven search adoption: Growth trends for ChatGPT, Gemini, Perplexity, and other AI tools across the US and Europe.

• Traditional search resilience: How Google continues to anchor discovery even as AI gains ground.

• Regional contrasts: Key differences between the US and EU & UK in platform share, user engagement, and adoption pace.

• E-commerce trends: How Amazon, eBay, AliExpress, and others are shaping shopping journeys and engagement patterns.

• Content platform dynamics: Changing discovery habits across YouTube, Reddit, TikTok, and Pinterest.

• User intent and behavior: How audiences move between search, AI, and content environments, and what it means for marketers.

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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