A recent study by Pew Research has found that Google's AI Overviews are significantly impacting website traffic by reducing clicks by almost half. When AI Overviews appear in search results, users click on traditional links only 8% of the time, compared to 15% when no AI summary is shown. This translates to a substantial drop in referral traffic for websites, especially publishers and independent sites that rely heavily on search engine traffic.
The study analyzed the browsing habits of 900 US adults and tracked over 68,000 Google search queries, with 18% triggering AI Overviews. The findings suggest that users are not engaging with source websites, with only 1% of users clicking on links within AI Overviews. Furthermore, users are more likely to end their browsing session after seeing an AI Overview, with 26% of sessions ending without further action.
The study also found that Wikipedia, YouTube, and Reddit dominate AI Overview sources, accounting for 15% of cited links. Google has disputed the study's methodology, but the findings raise concerns about the impact of AI Overviews on the web ecosystem and the business model of content creation.
As AI Overviews become more prevalent, it's essential to consider the potential consequences for online content creators and the flow of information on the web. The study's findings highlight the need for a more nuanced understanding of how AI-powered search results are changing the way we interact with online content.
