1. Google Still Dominates, But Its Share Is Shrinking
Google remains the clear leader in traditional search (over 90% user share), but AI tools are slowly gaining traction.
DuckDuckGo users perform more searches per user than Bing, especially in Europe.
Organic clicks remain dominant, though zero-click results are inching upward.
2. AI Search Is Growing, But Not Replacing Google (Yet)
ChatGPT is now a top 5 search destination in both the US and Europe.
EU/UK users adopt AI tools slightly faster than US users.
AI search traffic increasingly goes to platforms like YouTube, GitHub, and ResearchGate, enabling task-based behavior, not just information retrieval.
3. YouTube Is the Breakout Search Platform
YouTube overtook Reddit as the top destination from search engines in the US and remained #1 in Europe.
Video content is becoming a key part of both traditional and AI-driven search journeys.
4. Search Intent Remains Mostly Informational
Most searches are still informational or navigational.
Europe is catching up with the US in informational intent; Yahoo showed the highest proportion of commercial queries (esp. in Europe).
5. E-commerce Search Is Regionally Split
US: Amazon dominates with over 50% share, with Temu slowly rising.
Europe: More fragmented, with Allegro, Zalando, Etsy, and Temu gaining ground.
Temu’s engagement is increasing in both regions.
6. Content Platforms Matter More Than Ever
YouTube, Reddit, and Pinterest are key channels for search-driven discovery.
Pinterest is slowly gaining in both the US and Europe.
From the report by Datos, A Semrush Company in partnership with SparkToro.
