State of Search Q4 2025: Behaviors, Trends, and Clicks Across the US & Europe

The latest State of Search report, created in collaboration with Rand Fishkin, CEO of SparkToro, examines how people are searching, discovering, and engaging online, drawing on large-scale clickstream data from millions of real users across the US, EU, and UK,

New this quarter: we have added two new metrics to the report:

• Google AI mode clicks
• Query length changes

This expands our usual comprehensive analysis, offering deeper visibility into how search interactions are evolving alongside AI-assisted experiences.

This report includes:

• AI-driven search adoption
  Usage trends across ChatGPT, Gemini, Perplexity, and other AI tools.

• Google AI Mode activity (new)
  Early signals from Google AI Mode, examining its event share and role within traditional search workflows.

• Query length evolution (new)
  How search queries are changing in length and structure, and what this reveals about shifting user behavior and intent.

• Regional contrasts
  Key differences between the US and EU & UK in search platform usage, engagement patterns, and adoption dynamics.

• E-commerce and social content discovery
  How users navigate shopping and socials, and how search-driven behavior differs across commerce, media, and community platforms.

• Search behavior and intent
  How users move between traditional search, AI tools, and content environments.

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

Submit the form to receive the report.