{ "version": "2026-09-24", "pageUrl": "https://sunnypatel.co.uk/blog/seo-statistics-uk/", "statistics": [ { "id": "uk-advertising-agencies", "value": "18,985", "label": "UK advertising agencies on the VAT/PAYE register", "scope": "UK", "topic": "Market", "statement": "The UK had 18,985 advertising agencies (SIC 73.11) on the VAT and/or PAYE business register in 2026, up 8.6% on 17,485 in 2025, according to the ONS.", "period": "IDBR snapshot 13 March 2026", "sample": "ONS UK business: activity, size and location, 2026; VAT and/or PAYE based enterprises classified to SIC 73.11, figures rounded to the nearest 5.", "source": "Office for National Statistics", "sourceUrl": "https://www.ons.gov.uk/businessindustryandtrade/business/activitysizeandlocation/bulletins/ukbusinessactivitysizeandlocation/2026", "caveat": "An enterprise count on the VAT/PAYE register, not a Companies House company count and not a count of SEO agencies. SEO and digital agencies can also register under other SIC codes, and businesses below VAT/PAYE thresholds are excluded.", "checked": "2026-09-24", "sourceDate": "2026-09-24", "sourceDateType": "Published" }, { "id": "uk-zero-click", "value": "69.5%", "label": "UK Google searches ending without a click", "scope": "UK", "topic": "Clicks", "statement": "69.5% of UK browser-based Google searches ended without a click in SparkToro's analysis of Similarweb data.", "period": "January–April 2026 in the shared method; UK period not separately confirmed", "sample": "Similarweb UK desktop and mobile-web panel; panel size not disclosed.", "source": "SparkToro / Similarweb", "sourceUrl": "https://sparktoro.com/blog/zero-click-searches-highest-in-the-uk-lowest-in-germany-and-france-has-the-most-efficient-searchers/", "caveat": "Excludes the Google mobile app. The shared method labels its period US. Zero-click activity does not establish satisfaction or isolate AI Overview effects.", "checked": "2026-09-12", "sourceDate": "2026-06-16", "sourceDateType": "Published" }, { "id": "uk-open-web-clicks", "value": "232", "label": "Open-web clicks per 1,000 UK Google searches", "scope": "UK", "topic": "Clicks", "statement": "SparkToro estimated 232 clicks to the open web per 1,000 UK Google searches, including both organic and paid results.", "period": "January–April 2026 in the shared method; UK period not separately confirmed", "sample": "Same browser-based Similarweb UK panel.", "source": "SparkToro / Similarweb", "sourceUrl": "https://sparktoro.com/blog/zero-click-searches-highest-in-the-uk-lowest-in-germany-and-france-has-the-most-efficient-searchers/", "caveat": "This is not 232 organic visits. Multiple-result clicks may be undercounted. Alphabet-owned destinations are excluded from the open-web measure.", "checked": "2026-09-12", "sourceDate": "2026-06-16", "sourceDateType": "Published" }, { "id": "google-referral-share", "value": "91.75%", "label": "Google's share of UK search referrals", "scope": "UK", "topic": "Market", "statement": "Google generated 91.75% of UK search-engine referrals in Statcounter's August 2026 all-platform sample.", "period": "August 2026", "sample": "Search-referred page views on sites with Statcounter measurement.", "source": "Statcounter", "sourceUrl": "https://gs.statcounter.com/search-engine-market-share/all/united-kingdom#monthly-202608-202608-bar", "caveat": "Measures clicked referrals, not searches or people. Zero-click activity is absent. August data remain within Statcounter's 45-day revision window.", "checked": "2026-09-12", "sourceDate": "2026-09-12", "sourceDateType": "Snapshot accessed" }, { "id": "bing-desktop-share", "value": "10.38%", "label": "Bing's share of UK desktop search referrals", "scope": "UK", "topic": "Market", "statement": "Bing generated 10.38% of UK desktop search-engine referrals in Statcounter's August 2026 sample.", "period": "August 2026", "sample": "Search-referred desktop page views on Statcounter-network sites.", "source": "Statcounter", "sourceUrl": "https://gs.statcounter.com/search-engine-market-share/desktop/united-kingdom#monthly-202608-202608-bar", "caveat": "Publisher mix affects the sample. This is a device-specific referral share, not the share of UK adults using Bing. Recent data can be revised.", "checked": "2026-09-12", "sourceDate": "2026-09-12", "sourceDateType": "Snapshot accessed" }, { "id": "bing-mobile-share", "value": "0.48%", "label": "Bing's share of UK mobile search referrals", "scope": "UK", "topic": "Market", "statement": "Bing generated 0.48% of UK mobile search-engine referrals in Statcounter's August 2026 sample.", "period": "August 2026", "sample": "Search-referred mobile page views on Statcounter-network sites.", "source": "Statcounter", "sourceUrl": "https://gs.statcounter.com/search-engine-market-share/mobile/united-kingdom#monthly-202608-202608-bar", "caveat": "Compare with the desktop figure only as referral shares. These values do not reveal the device split of all UK searches. Recent data can be revised.", "checked": "2026-09-12", "sourceDate": "2026-09-12", "sourceDateType": "Snapshot accessed" }, { "id": "google-query-share", "value": ">90%", "label": "Google's share of UK traditional search queries", "scope": "UK", "topic": "Market", "statement": "Google handled more than 90% of UK traditional general-search queries throughout January 2018 to June 2025, according to the CMA.", "period": "January 2018–June 2025", "sample": "CMA analysis of traditional general-search providers' query data.", "source": "Competition and Markets Authority", "sourceUrl": "https://assets.publishing.service.gov.uk/media/68e8b2eb187483de54d76711/Appendix_B_-_market_outcomes.pdf", "caveat": "Exact shares are confidential. This historical query measure is distinct from Statcounter referral shares and does not establish a September 2026 share.", "checked": "2026-09-12", "sourceDate": "2025-10-10", "sourceDateType": "Published" }, { "id": "uk-search-ad-spend", "value": "£17.9bn", "label": "UK search advertising expenditure", "scope": "UK", "topic": "Market", "statement": "UK search advertising expenditure reached £17.9bn in 2025, representing 44% of digital ad spend in IAB UK's study.", "period": "Calendar year 2025", "sample": "IAB UK / Oliver Wyman revenue submissions, public figures and market modelling.", "source": "IAB UK / Oliver Wyman", "sourceUrl": "https://www.iabuk.com/news-article/digital-adspend-2025-uks-digital-ad-market-reaches-ps405bn", "caveat": "Paid search expenditure is not SEO agency revenue. The methodology changed in 2025; use the restated prior-year series for growth comparisons.", "checked": "2026-09-12", "sourceDate": "2026-03-03", "sourceDateType": "Published" }, { "id": "uk-search-use", "value": "96%", "label": "UK online adults who used search engines", "scope": "UK", "topic": "People", "statement": "96% of UK online adults reported using a search engine in the previous year in Ofcom's autumn 2025 survey.", "period": "29 September–28 November 2025", "sample": "UK online adults aged 16+; 7,029 online respondents in the wider survey.", "source": "Ofcom", "sourceUrl": "https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes-2026/adults-media-use-and-attitudes-2026-report.pdf#page=25", "caveat": "Self-reported annual use measures reach, not frequency or query volume. Survey changes limit year-on-year comparisons.", "checked": "2026-09-12", "sourceDate": "2026-04-02", "sourceDateType": "Published" }, { "id": "uk-sponsored-recognition", "value": "52%", "label": "Search users selecting only the paid-placement explanation", "scope": "UK", "topic": "People", "statement": "52% of UK search-engine users selected only the correct paid-placement explanation in Ofcom's Google results test.", "period": "29 September–28 November 2025", "sample": "6,731 search-engine users aged 16+; a walking-boots search example.", "source": "Ofcom", "sourceUrl": "https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes-2026/adults-media-use-and-attitudes-2026-report.pdf#page=25", "caveat": "66% selected the paid-placement answer at all; 52% selected only that answer. This prompted test measures ad recognition, not organic CTR.", "checked": "2026-09-12", "sourceDate": "2026-04-02", "sourceDateType": "Published" }, { "id": "uk-ai-use", "value": "54%", "label": "UK adults reporting AI-tool use", "scope": "UK", "topic": "AI", "statement": "54% of UK adults reported using AI tools in Ofcom's autumn 2025 survey.", "period": "29 September–28 November 2025", "sample": "3,768 UK adults aged 16+ in survey Module 1.", "source": "Ofcom", "sourceUrl": "https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes-2026/adults-media-use-and-attitudes-2026-report.pdf#page=9", "caveat": "Includes uses beyond search. Self-reported AI adoption is not an AI-search market share.", "checked": "2026-09-12", "sourceDate": "2026-04-02", "sourceDateType": "Published" }, { "id": "uk-ai-summary-reading", "value": "75%", "label": "UK online adults reading AI search summaries", "scope": "UK", "topic": "AI", "statement": "75% of UK online adults said they read AI-generated search summaries at least sometimes in Ofcom's autumn 2025 survey.", "period": "29 September–28 November 2025", "sample": "3,515 online adults aged 16+ in Module 1; prompted with a summary example.", "source": "Ofcom", "sourceUrl": "https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes-2026/adults-media-use-and-attitudes-2026-report.pdf#page=12", "caveat": "Reported reading is not the frequency of summaries appearing, a citation rate or a measure of resulting clicks.", "checked": "2026-09-12", "sourceDate": "2026-04-02", "sourceDateType": "Published" }, { "id": "us-ai-organic-clicks", "value": "8% vs 15%", "label": "Conventional-result clicks with and without AI summaries", "scope": "US", "topic": "Clicks", "statement": "Pew observed conventional-result clicks after 8% of US Google visits with an AI summary versus 15% without one.", "period": "Behaviour: March 2025; results captured 7–17 April 2025", "sample": "900 US adults; 68,879 unique Google searches.", "source": "Pew Research Center", "sourceUrl": "https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/", "caveat": "Observational groups had different queries. Results were captured after the original searches. The comparison does not isolate a causal AI-summary effect.", "checked": "2026-09-12", "sourceDate": "2025-07-22", "sourceDateType": "Published" }, { "id": "us-ai-source-clicks", "value": "1%", "label": "AI-summary visits producing a source-link click", "scope": "US", "topic": "AI", "statement": "Only 1% of visits to Google results with an AI summary produced a click on a cited summary link in Pew's US sample.", "period": "Behaviour: March 2025; results captured 7–17 April 2025", "sample": "900 US adults; 12,593 observed searches with an AI summary.", "source": "Pew Research Center", "sourceUrl": "https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/", "caveat": "Pew matched the next visited URL against the first three summary sources. A URL appearing in both places was counted as an AI-summary click.", "checked": "2026-09-12", "sourceDate": "2025-07-22", "sourceDateType": "Published" }, { "id": "us-local-shortlist", "value": "72%", "label": "Local searchers considering three or fewer businesses", "scope": "US", "topic": "Local", "statement": "72% of BrightLocal's active US local-searcher panel considered three or fewer businesses before choosing.", "period": "Fieldwork date not disclosed", "sample": "1,227 US consumers who searched online for a local business within three months.", "source": "BrightLocal", "sourceUrl": "https://www.brightlocal.com/research/consumer-search-behavior-decisions/", "caveat": "Self-reported behaviour from a screened vendor survey. It is neither UK consumer behaviour nor observed Local Pack click-through rate.", "checked": "2026-09-12", "sourceDate": "2026-07-15", "sourceDateType": "Published" }, { "id": "portfolio-page-one-clicks", "value": "86.9%", "label": "Sample clicks from rounded position buckets 1–10", "scope": "Portfolio", "topic": "Clicks", "statement": "Rounded position buckets 1–10 produced 1,448 of 1,667 clicks in Sunny Patel's portfolio dataset, or 86.9%.", "period": "9 April–7 July 2026", "sample": "53 qualifying Search Console properties; returned query rows with at least 50 impressions; bucketed GSC aggregates.", "source": "Sunny Patel: Google CTR study", "sourceUrl": "https://sunnypatel.co.uk/blog/google-ctr-study/", "caveat": "Calculated from the published aggregates. API extraction caps each property at 5,000 rows without pagination. Property overlap was not verified. Position buckets do not prove that moving a query causes the same gain.", "checked": "2026-09-12", "sourceDate": "2026-07-10", "sourceDateType": "Dataset updated" }, { "id": "portfolio-ai-sessions", "value": "4,717", "label": "Identified AI referral sessions across 12 sites", "scope": "Portfolio", "topic": "AI", "statement": "Sunny Patel's published 12-site portfolio study reports 4,717 AI referral sessions from 28 May to 26 August 2026.", "period": "28 May–26 August 2026", "sample": "GA4 session-source matching on the same 12 selected portfolio sites.", "source": "Sunny Patel: AI referral study", "sourceUrl": "https://sunnypatel.co.uk/blog/ai-referral-traffic-study/", "caveat": "Sites were selected for high AI traffic. No country restriction or all-traffic denominator is supplied. Referral sessions do not measure citations, people or incremental sales.", "checked": "2026-09-12", "sourceDate": "2026-08-26", "sourceDateType": "Dataset updated" }, { "id": "portfolio-chatgpt-share", "value": "90.1%", "label": "ChatGPT's share of identified portfolio AI sessions", "scope": "Portfolio", "topic": "AI", "statement": "ChatGPT and the grouped OpenAI source accounted for 4,250 of the study's 4,717 identified AI referral sessions, or 90.1%.", "period": "28 May–26 August 2026", "sample": "Same selected 12-site GA4 portfolio sample.", "source": "Sunny Patel: AI referral study", "sourceUrl": "https://sunnypatel.co.uk/blog/ai-referral-traffic-study/", "caveat": "A share of identified AI referrals in this selected portfolio, not AI market share. Source attribution can miss untagged visits. Published totals are not an independent analytics audit.", "checked": "2026-09-12", "sourceDate": "2026-08-26", "sourceDateType": "Dataset updated" } ], "zeroClickChart": { "period": "Published 16 June 2026; shared method states January–April 2026 but labels that line US", "source": "SparkToro / Similarweb", "sourceUrl": "https://sparktoro.com/blog/zero-click-searches-highest-in-the-uk-lowest-in-germany-and-france-has-the-most-efficient-searchers/", "values": [ { "country": "United Kingdom", "value": 69.5 }, { "country": "United States", "value": 68 }, { "country": "France", "value": 65.3 }, { "country": "Canada", "value": 63.8 }, { "country": "Italy", "value": 63.4 }, { "country": "Germany", "value": 62.1 } ] } }