B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
56%
56% -- click through rate change for MailOnline desktop (2025)
MailOnline reported a 56% decline in CTR on desktop when search AI summaries appeared.
- Applies specifically when Google AI summaries appeared
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
56%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
MailOnline
Primary
Tier C
https://statdigital.io/how-fergus-dyer-smith-reshaped-enterprise-video-production-with-ai-enabled-hu… ↗
Source Article
How Fergus Dyer-Smith reshaped enterprise video production with AI-enabled humans - Stat Digital
Before GPT-3 changed marketing forever, Fergus Dyer-Smith was posting about the AI future.
Now, he’s my go-to voice for learning how AI will change marketing (and the world).
In this edition:
- 🎬 How Fergus Dyer-Smith reshaped enterprise video production with AI-enabled humans
- 🤖 Agents are taking …
Original Research
MailOnline
· Original study ↗
Methodology
MailOnline-reported CTR decline on desktop when AI summaries appeared.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
MailOnline desktop: 56% click through rate change. Source: MailOnline (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mailonline-desktop-ctr-decline-ai-summaries
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<blockquote cite="https://lighthousedata.io/data/mailonline-desktop-ctr-decline-ai-summaries" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>56%</strong> -- click through rate change for MailOnline desktop<br><small>Source: MailOnline (2025) · <a href="https://lighthousedata.io/data/mailonline-desktop-ctr-decline-ai-summaries" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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