Some interesting facts on how actually people use Google Search, research conducted by Backlinko—an analysis of 1801 Google user behavior. Some key findings highlights:
50% of Google users click on their results within 9 seconds of searching. And the average amount of time it takes a Google searcher to click on something is 14.6 seconds.
…
Although this varied widely depending on the query, 19% of searchers click on a Google Ad during their search.
See the full report here, Eyeopenly inspiring. But I’m surprised that there is currently no any economic model that captures this fickleness nature of user behavior. It’s time though.