This paper presents a comprehensive analysis of global web usage patterns based on data from SimilarWeb, a leading source for estimating web traffic. Leveraging a dataset comprising over 250,000 websites, we estimate the total web traffic and investigate its distribution among domains and industry sectors. We detail the characteristics of the top 116 domains, which comprise an estimated one-third of all web traffic. Our analysis scrutinizes various attributes of these domains, including their content sources and types, access requirements, offline presence, and ownership features. Our analysis reveals a significant concentration of web traffic, with a diminutive number of top websites capturing the majority of visits. Search engines, news and media, social networks, streaming, and adult content emerge as primary attractors of web traffic, which is also highly concentrated on platforms and USA-owned websites. Much of the traffic goes to for-profit but mostly free-of-charge websites, highlighting the dominance of business models not based on paywalls.

翻译：本文基于领先的网络流量估算来源SimilarWeb的数据，对全球网络使用模式进行了全面分析。利用包含超过25万个网站的数据集，我们估算了全网总流量，并研究了其在域名和行业领域中的分布情况。详细描述了前116个域名的特征，这些域名占据了全网流量的约三分之一。我们的分析审视了这些域名的多个属性，包括其内容来源与类型、访问要求、线下存在以及所有权特征。研究揭示了网络流量的高度集中现象，少数顶级网站占据了大部分访问量。搜索引擎、新闻与媒体、社交网络、流媒体及成人内容成为网络流量的主要吸引源，且流量高度集中于平台和美国所有的网站。大部分流量流向营利性但基本免费的网站，凸显了非付费墙商业模式的主导地位。