Many discussions on the zero-click trend miss an essential detail.
Last week, I showed that zero-click searches on Google have declined on desktop. The share of zero-click was lower in Q1 2026 than in 2024.
For the first time in years, the zero-click trend seems to have inverted.
But on mobile, the exact opposite happened!
And because mobile accounts for most Google searches, total zero-click searches still increased in 2026.
So, the long-term trend continues.
45% of Google searches ended with no clicks in 2016, in the US.
That jumped to 61% in 2024 and 68% in 2026!
But the desktop reversal still deserves marketers' attention.
It suggests Google search is increasingly two different behaviours.
And the zero-click phenomenon is mostly a mobile phenomenon.
This finding should inform marketing strategies and content.
Some content should be optimised for AI consumption on mobile, without any expectations of traffic.
While, other content, like deeper analysis, original research etc, should target complex desktop searches and drive clicks.
Of course, traffic will still decline in absolute terms, but it's likely it will improve in quality.
What do you think markers should do to capitalise on this trend?
Source: SparkToro
Charts courtesy of Codex
