Signal Open web traffic is down 8% since 2023 while total search activity keeps growing
Summary
McKinsey states that overall open web traffic has fallen 8 percent since 2023, while qualifying that traditional search remains highly relevant and total search activity continues to grow even as searches per user decline.
Classification
Main topicMedia & Information Ecosystem
Region menusGlobal
Occurrencescope:global
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:52
Evidence 2
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=4;section=Chapter 1: The new tech-driven path to purchase - How people discover and decide is changing rapidly 2026-06 accessed 2026-07-26
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=4;section=Chapter 1: The new tech-driven path to purchase - How people discover and decide is changing rapidly / Footnote 2 2026-06 accessed 2026-07-26
Part of trends 0
No objects.
Directly linked issues 1
- IssueAI answers absorb the high-intent moment, cutting brands out of the consideration set1 trends · 1 signals
Relation types: direct_urgent
Public id: fm-6d1f319ad60f