New Research: Traffic to the Open Web Has Fallen 24% in 5 years

New research analyzing Similarweb data from 2021 to 2026 reveals that while global internet adoption grew by nearly 25 percent, total traffic to the top one million websites remained virtually stagnant. The author argues that this divergence indicates a steady decline in web visits per internet-connected user, potentially driven by the increased use of apps, search engines, AI tools, and social networks. Open article →