Google Zero-Click Search Rates Differ Dramatically by Country, New Data Shows

SparkToro's analysis of Similarweb clickstream data across six countries reveals substantial geographic variation in zero-click search behavior, with Germany seeing the highest click-through rate (37.9%) and the UK the lowest (30.5%). The data hints that EU antitrust legislation may encourage more clicks on organic results, though Canada's mid-range CTR suggests additional cultural and linguistic variables are at play. The researchers note that across all markets, zero-click dominates the search landscape, with no country sending more than 300 clicks per 1,000 searches to the open web.