Desktop CTR Gains While Mobile Declines in Q1 2026, AWR Data Shows

Advanced Web Ranking released Q1 2026 click‑through‑rate data that shows desktop CTRs rising while mobile CTRs fall, a reversal of the recent trend. Across 22 industries, desktop overall CTR increased over two quarters, with gains concentrated below the third position, whereas mobile’s #1 spot dropped 2.20 percentage points and other top‑ten positions saw little change. Branded desktop queries saw gains of 1.99 to 5.78 points, while branded mobile changes were minor; unbranded mobile queries dropped 3.07 points at #1. The largest desktop lift was 7.05 points for first‑ranked Family & Parenting sites, and the biggest mobile decline was 9.03 points for first‑ranked Law, Government & Politics sites. AWR’s data also confirms that gains are consistent across branded and unbranded searches, and that aggregated totals simply sum per‑position changes without revealing individual site shifts. The findings suggest that device‑specific benchmarks are essential, as blended estimates can overstate mobile performance and understate desktop gains. Marketers should adjust their device‑segmented CTR targets and monitor the evolving impact of AI Overviews on SERPs.