Pew Research Center has published two companion pieces built on KnowledgePanel Digital, a subset of Ipsos’ KnowledgePanel powered by RealityMine’s data. The first report, released on 23 May 2025 and based on the browsing behaviours of 900 U.S. adults, shows that six in ten web users encountered at least one search page featuring an AI-generated summary during the study month.
July's follow-up, published on 22 July 2025, drills into engagement: when an AI summary is present, Google users click standard links in only 8% of visits versus 15% when no summary appears.
These findings underline how AI overviews are already reshaping traffic flows — and why granular behavioural data matters more than ever.
You can read the full Pew reports here and here.
