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Citations: what the agentic shift means for your business

68% of Google searches now end without a click.

The claim that 68% of Google searches now end without a click comes from SparkToro, the search-behavior research firm. Using Similarweb's desktop and mobile search panel for January through April 2026, SparkToro found that "a whopping 68.01% of Google searches ended without a click" — up from 60.45% in 2024. The firm attributes most of the increase to AI Overviews, which it found "reduce CTR by nearly 60%" when they appear above a result.

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Gartner — 25% drop in traditional search volume by 2026:

Gartner Predicts Search Engine Volume Will Drop 25% by 2026, Due to AI Chatbots and Other Virtual Agents — Gartner press release, Feb. 19, 2024. The analyst quoted is Alan Antin, VP Analyst at Gartner: "GenAI solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines."

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SparkToro/Similarweb — 68% zero-click rate, up from ~60%:

Google zero-click searches reach 68% in early 2026: Study — Search Engine Land's writeup of SparkToro's research, which used Similarweb clickstream data. The underlying figures: 68.01% of U.S. Google searches ended without a click during January–April 2026, up from 60.45% in 2024.

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Forrester 94%/89% B2B stat, the 55% vendor-comparison figure and the "most influential source" ranking:

94% of B2B Buyers Use AI for Vendor Research — this page cites Forrester's 2026 Buyers' Journey Survey (18,000 global business buyers, published Jan. 21, 2026). Paywalled.

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rater8's 2026 Patient Choice Report (the 47%/31%, 17%/36%, 37%/20% AI Overviews trust, and two-thirds wrong-data figures):

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HUMAN Security's State of Agentic Traffic (98% media/e-commerce/travel, SaaS +41.5%, government +254%):

State of Agentic Traffic - April 2026, HUMAN Security's own published report.

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