{"id":1637,"date":"2025-09-13T12:28:01","date_gmt":"2025-09-13T10:28:01","guid":{"rendered":"https:\/\/www.inrcy.eu\/?p=1637"},"modified":"2026-04-09T14:14:49","modified_gmt":"2026-04-09T12:14:49","slug":"internet-users-use-google","status":"publish","type":"post","link":"https:\/\/inrcy.com\/en\/internautes-utilisent-google\/","title":{"rendered":"How do internet users use Google in 2025? Practical info"},"content":{"rendered":"
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How do internet users use Google in 2025? Practical info<\/h2>\n

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In 2025, usage continues to evolve. Internet users still use Google, but not like before: their behaviours have changed under the influence of mobile, AI, longer queries, \u00abzero-click\u00bb formats, and a heightened awareness of smart search. This article provides an overview of these new habits and suggests ways to adapt to them.<\/p>\n\n

1. A still massive usage, but already familiarised<\/h3>\n\n

The Google search engine remains the essential tool: according to data, approximately 4.91 billion internet users<\/strong> use Google worldwide in early 2025. The number of daily searches runs into several billion. This ubiquity gives Google a significant responsibility: see, for example, the analysis suggesting that it accounts for more than 90 per cent of the search market.<\/p>\n\n

2. Internet users use Google primarily on mobile, but not exclusively<\/h3>\n\n

Mobile usage dominates: a large proportion of queries come from mobile devices, which makes it essential for websites to be optimised for these formats. However, this is not the only platform: desktop retains a role, particularly for professional use or in-depth research. This duality influences expectations regarding speed, clarity, and multi-screen compatibility.<\/p>\n\n

3. Longer, more specific queries<\/h3>\n\n

In 2025, internet users are using Google and formulating longer, more precise queries. For example, the average keyword length in the United States is around 3.4 words. This reflects a more conscious behaviour: people no longer simply search for \u00abshoes\u00bb, but \u00abmen's size 42 cushioned running shoes\u00bb. This shift towards the \u00ablong tail\u00bb (niche keywords) is a strong signal for SEO.<\/p>\n\n

4. A high percentage of \u00abunique\u00bb queries\u00bb<\/h3>\n\n

One of the recent lessons is that 58 % queries are used only once<\/strong> (\u00abone-time queries\u00bb). This means that many searches are highly specific and rarely repeated, which forces content creators to offer well-targeted pages rather than focusing solely on a few ultra-competitive, high-volume keywords.<\/p>\n\n

5. The growing role of AI and \u00abAI summaries\u00bb<\/h3>\n\n

AI is inviting itself into search: for example, features like \u00abAI Overviews\u00bb are appearing in a significant fraction of search result pages. This is changing the way users interact with the results: they sometimes get the answer directly in the results page<\/em>, without clicking on a site. A study shows that users exposed to an AI summary are less likely to click<\/strong> on a link. For content publishers, it is a challenge: how to survive in a context where the \u2019instant answer\u00ab is becoming the norm?<\/p>\n\n

6. Trust that is not always critical, and conflated \u00abadvertising\/organic\u00bb results<\/h3>\n\n

In 2025, approximately 46 % of internet users<\/strong> use Google and cannot tell the difference between paid and organic results on Google. This reveals room for improvement in users' digital literacy, but also a risk for marketers and SEOs: visibility is no longer enough; clarity, authenticity and transparency are too.<\/p>\n\n

7. The European \/ French context<\/h3>\n\n

Although global figures are the most significant, in Europe and France we can see that search usage continues to grow, and that the proportion of mobile usage is high. The Global 2025 report notes that \u00abfinding information\u00bb remains the main reason for using the internet (62.8 %) in early 2025. For an SEO professional or agency, this means that content must be informative, \u00abquestion-and-answer\u00bb oriented, optimised for mobile, and aimed at a multilingual and diverse audience.<\/p>\n\n

8. Impacts for SEO and content strategies<\/h3>\n\n

For you, a digital player (agency, website, SEO...), several lessons are essential:<\/p>\n\n