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North America Internet Traffic Trends Summary

Core Content Overview

This report provides an analysis of internet traffic trends for various sectors in North America, focusing on the performance of major platforms and companies. The data is aggregated from SimilarWeb for web traffic and Sensor Tower for app data, highlighting positive trends for several companies while noting mixed results in others.

Main Trends and Key Insights

Positive Trends

• META:

  • Core app MAUs increased by +2.0% Y/Y.
  • Instagram (IG) DAU minutes increased by +3% Y/Y to 53 minutes.
  • Facebook (FB) moved up one spot to #9 in U.S. app rankings.
  • WhatsApp (WA) remained at #3, with a +6% Y/Y increase in MAUs.
  • Threads saw +48% Y/Y in U.S. MAUs, reaching 49M.

• DASH:

  • U.S. MAU growth accelerated to +11% Y/Y.

• UBER:

  • U.S. MAUs grew +5% Y/Y.

• ETSY:

  • U.S. MAUs increased by +11% Y/Y, and downloads rose +22% Y/Y.

• GDDY:

  • Mentioned as a top pick.

Mixed Trends

• Online Travel:

  • Mobile app trends remained solid, but web traffic growth was mixed.
  • Booking.com MAUs grew +2% Y/Y globally.
  • Airbnb MAUs increased +7% Y/Y.
  • Expedia MAUs were +9% Y/Y (in line with April).
  • Vrbo's app MAUs were flat, while app downloads turned negative at -6% Y/Y.

• eCommerce:

  • Web traffic remained mostly negative, but app trends were more positive.
  • Etsy's U.S. app MAUs grew +11% Y/Y, and downloads rose +22% Y/Y.
  • Amazon's U.S. app MAUs grew +1% Y/Y, while downloads were flat.
  • eBay's U.S. app MAUs increased +6% Y/Y, and downloads grew +15% Y/Y.
  • Wayfair's app MAUs improved to +3% Y/Y, with downloads up +13% Y/Y.

• SMB Servicers:

  • GoDaddy traffic growth turned positive at +1% Y/Y.
  • Wix's U.S. traffic declined slightly to -4% Y/Y.
  • LegalZoom's traffic declined sharply to -33% Y/Y.
  • Fiverr and Upwork also saw declines.

Other Key Observations

• Google Search:

  • Global search share declined by -10bps M/M to 89.6%.
  • U.S. search share increased by +20bps M/M to 86.9%.
  • Chrome's global browser share increased by +70bps M/M to 66.9%, but U.S. share dropped to 51.4%.

• GenAI:

  • ChatGPT.com web UVs declined -1% M/M to 410-420M globally.
  • ChatGPT app MAUs grew +14% M/M to 603M.
  • Google's Gemini app MAUs reached ~77M.
  • DeepSeek and Grok also saw growth, with +3% M/M and +13% M/M respectively.

• Online Autos:

  • Carvana's U.S. web traffic declined -1% Y/Y.
  • CarGurus declined ~10% Y/Y.
  • ACV Auctions saw strong growth at +25% Y/Y.

• Online Real Estate:

  • Zillow outperformed peers with +5% M/M growth in app MAUs.
  • Redfin and Realtor.com saw declines in traffic.
  • Homes.com traffic growth turned positive at +1% Y/Y.

• Online Dating:

  • Hinge's global MAUs grew +19% Y/Y.
  • Tinder's MAUs declined -11% Y/Y.
  • Bumble's MAU and download growth declined further.

Summary of Top Performing Platforms

• ChatGPT remained the top downloaded app in the U.S. for the 5th consecutive month.
• Temu dropped out of the top 25 U.S. app downloads due to -61% M/M decline.
• Google gained 5 spots to #8 in the U.S. app downloads ranking.
• TikTok remained at #2 with +3% M/M growth.
• DoorDash saw +11% Y/Y in U.S. app MAUs.
• Waymo achieved +10% M/M in U.S. app MAUs, with 1.037M users.

Methodology and Data Sources

• SimilarWeb is used for web traffic analysis, aggregating data over the past 36 months.
• Sensor Tower provides app download and MAU data from the Apple App Store and Google Play Store.
• The report notes that data is published later in the month to ensure accuracy and consistency, considering restatements from SimilarWeb and Sensor Tower in the first week.

Analyst Contact Information

• Ronald Josey: +1-212-816-4545 | ronald.josey@citi.com
• Ygal Arounian: +1-212-816-6162 | ygal.arounian@citi.com
• Jake Hallac, CFA: +1-212-816-2001 | jake.hallac@citi.com
• Jamesmichael Sherman-Lewis: +1-415-627-6014 | jamesmichael.shermanlewis@citi.com
• Maxwell Moore: +1-212-816-4639 | maxwell.moore@citi.com
• Robert Valdes-Rodriguez, CFA: +1-212-816-4068 | robert.valdesrodriguez@citi.com
• Wayne Trinh, CFA: +1-212-816-5349 | wayne.trinh@citi.com

Important Disclosures

• Citi Research is a division of Citigroup Global Markets Inc.
• The report is intended as a single factor in investment decisions.
• Certain products are available only on Citi's portals.
• Analyst certification, important disclosures, and affiliations can be found in Appendix A-1.

Figures and Dashboards

• Figure 1: Top 25 U.S. Downloaded Apps in May.
• Figure 2: Monthly Worldwide & U.S. Web Traffic Trends (March 2024 - May 2025).
• Figure 3: App MAUs: Monthly U.S. (March 2024 - May 2025).
• Figure 4: Online Advertising: App Data Analysis (not fully visible in the provided text).

Conclusion

The report highlights that while some sectors such as eCommerce and online travel show mixed trends, others like social media and GenAI continue to demonstrate positive growth. The impact of changes in import regulations and ad spending strategies is evident in the performance of platforms like Temu. The analysis underscores the importance of monitoring both web and app traffic trends to gauge the overall health and growth of digital platforms.