Thursday, January 29

🌟 Today’s Highlights:

• X wants to help measure Super Bowl ad response

• Meta is testing premium app subscriptions

• Wasting costs on martech confusion is so 2025

• 📊 Stat of the Day: AI recommendation lists repeat less than 1% of the time. (Source: SparkToro and Gumshoe.ai)

• 💡 Today’s Insight: New Report: Google searches per U.S. user fell almost 20% YoY

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⚡️ Today’s Headlines ⚡️

🗣️ X is launching a tool to measure Super Bowl ad response. The new tool ‘Brand Ranx’ aims to highlight the most engaging, most interesting, most mentioned Super Bowl ads, based on in-app discussion.

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💰 Meta is testing paid subscriptions. The new subscriptions allow users to unlock exclusive features across Instagram, Facebook, and WhatsApp including AI features and new ways to create, share, and engage with content.

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🎬 IG’s Edits app is getting simplified copying and pasting. The new copy and paste font feature comes alongside a slew of updates including drop down editing menus and added controls to visual or audio clips.

💡 Today’s Insight 💡

New Report: Google searches per U.S. user fell almost 20% YoY

🗞 TL;DR - According to a new Datos/SparkToro report, U.S. Google searchers are searching far less than a year ago. And Google isn’t just losing users, it’s losing repeat searches too. We’ve listed the highlights from the full report below…

💡 Insight - Here are the key highlights from the report:

• Google desktop searches per user fell nearly 20% year over year, based on clickstream data from tens of millions of U.S. users

  • In contrast, searches per user in Europe declined by just 2% to 3%

• Even with fewer searches per person, traditional search still makes up about 10% of all U.S. desktop activity

• Zero-click searches remain high but are no longer accelerating, leveling off in the low-20% range by year-end

• Despite AI hype, AI tools still account for less than 1% of total U.S. desktop activity (0.77%)

• Google AI Mode remains small, at about 0.06% of U.S. desktop events by December

• Mid-length queries of six to nine words are growing fastest in the U.S.

• ChatGPT climbed to No. 7 among U.S. search destinations, while YouTube, Reddit, Amazon, Wikipedia, and Facebook still dominate search discovery

• ChatGPT remains the leading AI tool in the U.S., reaching roughly one-quarter to one-third of desktop AI users

  • Google’s Gemini emerged as the clear No. 2, while Claude, Perplexity, and Copilot remain niche

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