Google now delivers Universal Search results—those that include a blend of links, videos, images, news, shopping listings, and map data—for 81% of all US searches, according to a recent report from Searchmetrics.

The analysis was based on data from millions of keyword searches conducted on in the United States between January and December 2013. The number of results that include Universal Search integrations has steadily increased over time and is up six percentage points from 2012, it found.

Below, other key findings from the report.

Most Frequent Integration Types

  • Video results were the most common Universal Search integration for the keywords analyzed, appearing in 65% of searches in December 2013.
  • Images appeared in 40% of the examined keyword search results.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji