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Traditional search continues to dominate user activity, according to a new report, with AI and E -commerce search aids that are performed behind.
The “State of search Q2 2025: Behavior, trends and clicks in the US and Europe(Registration required) From DATOS and Sparktoro, activities in AI tools among American users found a consistent increase in the event share, which grows from 0.24% in April 2024 to 0.64% in April 2025. Although the figures remain relatively small, growth is considerably, almost tripled in the share of the year.
The E-commerce event share has generally remained relatively stable, with fluctuations from month to month, with a peak of 4.07% in July 2024 and fall to 2.48% in February 2025.
The report also showed that traditional search in the same way dominates in Europe, but AI tools show a more aggressive growth than in the US, which in April 2025 rises from 0.26% in April 2025.]
The steeper European growth curve is consistent with the Q1 report from DATOS, which showed that the EU and the UK surpassed the US in AI acceptance by the end of the Q1.
E -commerce remains stable in Europe and floats between 1.75% and 2.23% last year, with a slight upward tilt in Q2 2025.
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(DATOS and Third by Media, the publisher of Martech, are both owned by Semrush.)
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