72% of searchers on Google prefer to click on organic results instead of ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2019, 6:28 AM UTC

Path Interactive surveyed 1400 people about their experience with Google search.

The survey finds that 72% of users click on organic results either always or most of the time. One factor that affects this decision is age. Users who are older than 60 are 200% more likely to not differentiate between organic and sponsored listing than those aged 18-21.

The survey revealed that 75% of users limit their search to the first page, either by clicking on the top one to two listings, or scanning the page and opening multiple relevant listings. Additionally, 17% of searchers look for results from trusted brands and websites.

The newer types of results featured by Google on SERPs include jobs, flights, and recipes among others. Searchers use these new features, but 42.7% continue browsing other results and 33.2% ignore them in favour of normal blue links.

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