Current SEO study: divided into three groups - differences in search behavior according to age and gender

The three groups of Google seeker: What the study reveals-new study analyzes digital search behavior in the USA

The current study by Sparktoro and Dats , which Google users divided into three groups in the USA (34% with more than 100 searches per month, 36% with 21 to 100 search queries and 30% with 1 to 20 search queries), provides interesting insights into different usage intensities. How these three groups are demographically distributed does not appear directly from the study. Nevertheless, the available search results offer insightful knowledge of age -related and gender differences in digital search behavior.

Datos is a company that belongs to Semrush and specializes in clickstream data. After the clickstream data of DATOs, Google forwards about 30% of all clicks in the USA and the EU to its own services. This data is part of the extensive data sources that Semrush uses for its analyzes and tools.

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• For 2025 and 2026: 9 SEO tools in comparison – SE Ranking, Semrush, Ahrefs, SpyFu, WooRank, Seobility, Raven Tools, Moz and SISTRIX

Age -related differences in search behavior

Age proves to be one of the most crucial factors for digital search behavior. Between the generations there are striking differences in the choice of preferred search platforms and methods.

Generation differences in the choice of search platform

Generation X (born between 1965 and 1980) still mainly uses traditional search engines like Google for your search for information. Millennials (Generation Y, born between 1981 and 1996) use a combination of classic search engines and social networks. Generation Z, on the other hand, prefers social media to a considerable extent as a primary source of information.

These differences are underpinned by current numbers: About 40% of young users no longer start their information search on Google, but on platforms such as TikTok or Instagram. According to the State of Search Study 2024, there is a clear age difference-the younger the users, the more often AI chatbots and platforms such as TikTok are used for searches.

Voice Search as an age -specific phenomenon

The age differences in the use of Voice Search are particularly evident. A study by Northstar Research on behalf of Google showed that 55% of all teenagers between the ages of 13 and 18 use this technology several times a day, while older people are much more difficult with this function.

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• The search engine landscape is changing - voice search with voice SEO is becoming increasingly important

Usage intensity of different platforms according to age

When using social media as search platforms, age -specific patterns also show:

• Instagram is most used by the age group of 25 to 34-year-olds (9.6 million users, as of March 2024)
• X (formerly Twitter) is particularly preferred by young adults between the ages of 18 and 34 (41% of this age group)
• Pinterest is used daily by 7% of 14 to 29 year olds
• Facebook gains popularity with increasing age, the user

Gender -specific differences in search behavior

In addition to age, gender also plays an important role in digital search behavior, whereby there are primarily platform -specific differences.

Platform preferences by gender

The distribution of the sexes varies significantly depending on the platform:

• X (formerly Twitter) has the largest gender gradient, with 60.9% male users
• Pinterest, on the other hand, is mainly used by women - 71.9% of German users are female
• On Instagram, gender distribution is more balanced, whereby women with a share of 36% compared to men (33%) are slightly in front when using it everyday use

Gender -specific search behavior on Google

Google itself analyzes the search behavior of its users to draw conclusions about demographic characteristics such as age and gender. The company uses this data for targeted advertising. For website operators, this function represents an important source of information, which, for example, provides knowledge about which pages of women and which are preferably visited by men.

Interaction of age and gender

In some areas, age and gender differences reinforce each other. On Instagram, for example, the biggest difference between men and women in the age group of 45 to 54-year-olds, with 2.4 million women compared to 1.8 million men.

These differences are also reflected in search behavior. The e-commerce area shows that younger users often use second-hand marketplaces or Asian platforms, while gender-specific differences in certain product categories become clear.

A complex relationship between relationships

The relationship between search behavior, age and gender is a multi-layered phenomenon. While the original Sparktoro study does not provide any direct findings for the demographic distribution of the three identified search behavior groups, other studies show that both age and gender are significant factors of influence on digital search behavior.

With increasing age, the preference for traditional search engines such as Google seems to rise, while younger generations are increasingly turning to alternative platforms. Gender -specific differences manifest themselves in the platform selection and in certain thematic interests.

For companies and marketing experts, this means that a successful digital strategy should take into account both age and gender-specific differences in search behavior in order to effectively achieve target groups.

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How often are you looking for? Exciting data for Google usage

A recently published study by Sparktoro and Datos reveals fascinating insights into the search behavior of the US Google users. The analysis shows a clear division of users based on the frequency of its search queries: While a third of Google uses Google in relatively rarely, another third of them carry out extraordinarily many searches. The average number of monthly search queries is 126, with the median of 53 inquiries illustrating the strong spread. These findings provide important insights into the usage habits of the world's leading search engine and their importance for various population groups.

Methodological foundations of the study

The examination carried out is based on a cooperation between Sparktoro and Datos, a company belonging to Semrush. The researchers analyzed the search behavior of Google users in the USA, concentrating on desktop search queries. It is important to note that mobile applications such as Google Maps or the Android app from Google have not been included in the survey, which limits the meaningfulness of the data in particular for the mobile area. Despite this restriction, the study provides valuable knowledge about search behavior on the desktop, where users tend to carry out more complex and more detailed search queries.

The analysis period extended over several months, the latest data from 2025. The data was collected by means of a panel that represents a statistically significant and various sample of US Internet users. When interpreting the results, it should be noted that only inquiries were counted as a “unique search” (unique search), which were not carried out several times with identical wording in one day. This means that repeated identical searches of a user only incorporate into the statistics once on the same day.

The three user groups in detail

The study identifies three distinct user groups with a characteristic search behavior. The first group, consisting of 30% of users, carries out comparatively few search queries - between one and 20 inquiries per month. These users could mainly use Google for occasional, specific information needs or prefer alternative sources of information. Your search behavior is characterized by sporadic, mostly targeted inquiries for immediate needs.

The second group comprises 36% of users who carry out between 21 and 100 search queries per month. These users represent the center of the spectrum and can be viewed as a moderate search engine user. You use Google regularly for different information needs, but not with the intensity of the third group.

The third group, which is 34% of users, is characterized by a very intensive use - more than 100 search queries per month. Google use these power users as a primary tool for information procurement and are likely to research professionally or for personal interest. Some users in this group even run between 500 and 1,000 monthly, as the data suggests.

Average search activity and statistical distribution

A particularly interesting aspect of the study concerns the statistical distribution of search queries. The average of 126 searches per month and user is well above the median of 53. This discrepancy illustrates that some users with extremely high search activity pull the average upwards, while the majority of users carry out significantly fewer searches.

The asymmetrical distribution of search activity has important implications for the interpretation of search volumina and the development of marketing strategies. It shows that a relatively small part of the user is responsible for a large proportion of the total search volume. Google itself has reported that the search engine answers around five trillion search queries annually, which underlines the enormous importance of the platform for global information procurement.

Distribution according to search categories

In addition to the frequency of the search queries, the study also examined which types of searches the users carry out. The overwhelming majority of inquiries are eliminated by the classic web search, which is about 87% of all searches. This makes it clear that despite the increasing diversification of Google services, the traditional search for text is still the core business of the search engine.

The image search follows with a share of about 10% of the search queries. This reflects the growing meaning of visual content on the Internet and the need of users to find specific images or to receive visual information on a topic. The remaining search queries are distributed to other special areas such as news or shopping, which, however, make up a significantly lower proportion compared to the general web search and image search.

Google in the context of the US search market

In order to understand the importance of these usage patterns, it is helpful to look at Google's position in the US search engine market. In February 2025, a share of around 76.3% of the total search engine market in the United States could be found on Google. Bing followed with a market share of around 17%, while Yahoo took third place with around 4%. These figures clarify Google's dominant market position, despite the efforts of competitors and regulatory interventions.

Another remarkable knowledge from related studies concerns the so-called “Zero-Click” phenomenon. According to an examination in the United States, almost 60% of mobile and desktop searches end without a click on a search result. This means that a significant part of the search queries are either completed without further action or that the user changes his search query. Particularly worrying for website operators is that almost 30% of all clicks go on platforms that Google belong to, such as YouTube, Google Maps or Google Flights.

Suitable for:

• Zero-Click Search, in which users can find their information directly without clicking on a website-marketing challenge

Search behavior in time and regional comparison

Interestingly, a comparison of data from the USA and the EU shows that the average number of searches per user has increased in both regions in recent years. In September 2022, the number of searches per user in the EU was around 120, while it was 130 in the USA. By 2024, this number has increased in both regions to around 140 searches per user. This refutes fears that Google has lost credibility or that internet users would increasingly look for alternatives.

Compared to the EU, there are also differences in click behavior according to search queries. The proportion of clicks that land after a search for Google services such as YouTube is 4.5% higher in the United States with 24% with 24%. This could be due to the stricter regulations in the EU, which have led to Google Maps, for example, no longer linked to Google Maps directly from the Google search results.

Implications for marketing strategies and website optimization

The knowledge from the study has significant implications for digital marketing strategies and the optimization of websites. For companies and content manufacturers, it is important to understand that their potential visitors have different search habits. A differentiated strategy that takes into account both occasional and intensive users could be more effective than a uniform approach.

The high number of “Zero-Click” search is a challenge for website operators, since despite good placements in the search results, they may receive less traffic. This underlines the need to think beyond pure search engine optimization and develop more extensive digital strategies that include multiple channels and platforms.

For search engine optimization (SEO), these findings mean that stronger focus on classic web search is still useful because it is the largest proportion of search queries. At the same time, however, the growing importance of the image search should not be neglected, especially for industries in which visual content plays an important role.

Search trends in change: Google's role in a AI-shaped future

The study by Sparktoro and DATOS provides valuable insights into the search behavior of the US Google users. The identified three -way division into occasional, moderate and intensive users as well as the asymmetrical distribution of search activity illustrate the complexity of search behavior and the different usage habits within the population.

Despite the dominance of Google in the search engine market and the high number of “Zero-Click” search, the search engine remains a central instrument of information procurement. The increasing number of search queries per user in recent years indicates that Google claims its position as a primary source of information on the Internet.

In the future, it would be interesting to continue to pursue the development of these usage patterns, especially with regard to the influence of AI-based search tools and voice-controlled assistants. A more detailed demographic analysis of the three identified user groups would also be valuable in order to achieve an even deeper understanding of the search behavior of different population groups.

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