Key stat: Only 8% of Google searches with AI summaries led to a traditional link click, nearly half the rate of pages without summaries (15%), according to March 2025 data from Pew Research Center.

Beyond the chart:

• Over a third (38%) of US adults use AI search summaries for half or more of their searches, according to February 2025 data from YouGov.
• Some 40% of worldwide adults using AI-powered search tools expressed frustration that the tools struggle with complex, multi-step, or nuanced questions, according to April 2025 data from Yext and Researchscape.

Use this chart: Marketers can use this chart to learn they shouldn't rely solely on organic search, and they should diversify acquisition channels (social, newsletters, CTV ads). Publishers can double down on brand-direct relationships and subscriptions to offset declining referral traffic.

Related EMARKETER reports:

• Beauty Ecommerce 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)