AI vs Search Traffic Analysis 2025

Sites Analyzed

71,026

Months Analyzed

Jan '25 - Nov '25

All Traffic Sources Comparison

Comprehensive comparison of all traffic sources showing traffic share and growth trends

November 2025

Latest month's traffic share percentages and month-over-month percentage point changes for all tracked sources.

Traditional Search Engines

Google

39.92% -0.61%

Bing

1.54% -0.11%

DuckDuckGo

0.29% +0.01%

AI Assistants

ChatGPT

0.25%

Perplexity

0.03%

Gemini

0.01%

Traffic Channels

Unknown

5.54% -0.33%

Paid

16.92% +1.59%

Direct

36.40% -0.50%

Social

7.41% -0.02%

Traffic by Category

Aggregated view of traffic sources grouped into major categories: Traditional Search, AI Search, and channel types

Traffic distribution across major categories over time.

41.75% -0.71%

AI Search

0.29%

Unknown

5.54% -0.33%

Paid

16.92% +1.59%

Direct

36.40% -0.50%

Social

7.41% -0.02%

Month-over-Month Growth Comparison

% change in visitors sent by each source: (This month − Last month) / Last month

% change in visitors sent by each source: (This month − Last month) / Last month

Month-over-Month Growth Details

% change in visitors sent by each source: (This month − Last month) / Last month

% change in visitors sent by each source: (This month − Last month) / Last month

Sep 2025 → Oct 2025

Google

-6.3%

Bing

-7.9%

DuckDuckGo

-4.2%

ChatGPT

-0.5%

Claude

-2.9%

Perplexity

-5.3%

Gemini

-0.7%

Aug 2025 → Sep 2025

Google

-2.3%

Bing

+2.0%

DuckDuckGo

+4.5%

ChatGPT

+5.4%

Claude

-2.2%

Perplexity

-4.1%

Gemini

-0.7%

Jul 2025 → Aug 2025

Google

-3.8%

Bing

+2.6%

DuckDuckGo

+0.9%

ChatGPT

+12.1%

Claude

+8.5%

Perplexity

+25.2%

Gemini

+35.5%

Jun 2025 → Jul 2025

Google

-4.6%

Bing

-2.6%

DuckDuckGo

-2.6%

ChatGPT

+5.7%

Claude

-10.1%

Perplexity

+8.1%

Gemini

-13.1%

May 2025 → Jun 2025

Google

+1.5%

Bing

+3.2%

DuckDuckGo

+6.3%

ChatGPT

+5.4%

Claude

+5.6%

Perplexity

+5.1%

Gemini

-1.3%

Apr 2025 → May 2025

Google

-6.8%

Bing

-4.2%

DuckDuckGo

-4.6%

ChatGPT

+1.6%

Claude

+108.7%

Perplexity

-8.9%

Gemini

+2.6%

Mar 2025 → Apr 2025

Google

-1.2%

Bing

+3.5%

DuckDuckGo

-12.8%

ChatGPT

+24.2%

Claude

+136.5%

Perplexity

+7.4%

Gemini

+5.9%

Feb 2025 → Mar 2025

Google

-3.3%

Bing

-8.7%

DuckDuckGo

-37.2%

ChatGPT

+25.0%

Claude

+56.9%

Perplexity

-10.5%

Gemini

+0.4%

Jan 2025 → Feb 2025

Google

+1.2%

Bing

+11.4%

DuckDuckGo

+9.5%

ChatGPT

+17.9%

Claude

+235.6%

Perplexity

+16.8%

Gemini

+21.0%

Period	Google Goo	ChatGPT Cha	Bing Bin	DuckDuckGo Duc	Claude Cla	Perplexity Per	Gemini Gem
Oct 2025 → Nov 2025	6.3%	0.5%	7.9%	4.2%	2.9%	5.3%	0.7%
Sep 2025 → Oct 2025	2.3%	5.4%	2.0%	4.5%	2.2%	4.1%	0.7%
Aug 2025 → Sep 2025	3.8%	12.1%	2.6%	0.9%	8.5%	25.2%	35.5%
Jul 2025 → Aug 2025	4.6%	5.7%	2.6%	2.6%	10.1%	8.1%	13.1%
Jun 2025 → Jul 2025	1.5%	5.4%	3.2%	6.3%	5.6%	5.1%	1.3%
May 2025 → Jun 2025	6.8%	1.6%	4.2%	4.6%	108.7%	8.9%	2.6%
Apr 2025 → May 2025	1.2%	24.2%	3.5%	12.8%	136.5%	7.4%	5.9%
Mar 2025 → Apr 2025	3.3%	25.0%	8.7%	37.2%	56.9%	10.5%	0.4%
Feb 2025 → Mar 2025	1.2%	17.9%	11.4%	9.5%	235.6%	16.8%	21.0%
Jan 2025 → Feb 2025	7.5%	22.1%	5.3%	8.4%	73.8%	4.8%	20.5%
Average	3.3%	11.9%	0.6%	4.9%	61.0%	3.9%	2.9%

Traffic Share Comparison

All traffic sources displayed on the same percentage scale for direct comparison

Traffic share percentages on the same scale

Traffic Share Comparison - Without Google

Google is hidden by default. When shown, chart switches to dual-axis with Google on the right scale.

Focus on emerging AI & alternative search sources (Click Google in legend to show with dual-axis)

Traffic share within different regions

Shows how web traffic is distributed across different continents and regions

November 2025

Oceania

Google 43.00%

Bing 1.97%

ChatGPT 0.31%

DuckDuckGo 0.27%

Perplexity 0.03%

Gemini 0.01%

Claude 0.00%

Others 54.40%

Africa

Google 46.48%

Bing 1.18%

ChatGPT 0.34%

DuckDuckGo 0.05%

Perplexity 0.02%

Gemini 0.01%

Claude 0.00%

Others 51.91%

Asia

Google 43.05%

Bing 1.09%

ChatGPT 0.23%

DuckDuckGo 0.17%

Perplexity 0.04%

Gemini 0.01%

Claude 0.00%

Others 55.40%

Europe

Google 43.79%

Bing 1.55%

ChatGPT 0.30%

DuckDuckGo 0.27%

Perplexity 0.03%

Claude 0.00%

Gemini 0.00%

Others 54.05%

North America

Google 32.20%

Bing 2.24%

DuckDuckGo 0.56%

ChatGPT 0.22%

Perplexity 0.02%

Gemini 0.01%

Claude 0.00%

Others 64.74%

South America

Google 34.33%

Bing 1.03%

ChatGPT 0.19%

DuckDuckGo 0.04%

Perplexity 0.02%

Gemini 0.01%

Claude 0.00%

Others 64.37%

Traffic Share by Region

Stacked bar chart showing the distribution of each traffic source across geographic regions

Month-over-Month Regional Growth Trends

Displays month-over-month growth rates for each traffic source by geographic region

Traffic Share Across Different Industries

Breakdown of traffic sources across different industry sectors and verticals

November 2025

Food And Drink 70.7%

Google 69.5%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Others 29.3%

Autos And Vehicles 67.8%

Google 65.7%

Bing 1.7%

DuckDuckGo 0.2%

ChatGPT 0.2%

Perplexity 0.0%

Others 32.2%

Law And Government 62.5%

Google 55.7%

Bing 5.7%

ChatGPT 0.6%

DuckDuckGo 0.5%

Perplexity 0.1%

Gemini 0.0%

Claude 0.0%

Others 37.5%

Reference 60.9%

Google 49.3%

Bing 7.8%

ChatGPT 2.1%

DuckDuckGo 1.3%

Perplexity 0.2%

Gemini 0.1%

Claude 0.0%

Others 39.1%

Health 58.6%

Google 55.8%

Bing 2.2%

DuckDuckGo 0.4%

ChatGPT 0.2%

Perplexity 0.0%

Gemini 0.0%

Others 41.4%

Travel And Transportation 57.7%

Google 56.5%

Bing 1.0%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Others 42.3%

Jobs And Education 54.0%

Google 50.4%

Bing 2.9%

ChatGPT 0.5%

DuckDuckGo 0.2%

Perplexity 0.1%

Gemini 0.0%

Others 46.0%

Adult 52.1%

Google 51.9%

Bing 0.2%

DuckDuckGo 0.1%

ChatGPT 0.0%

Others 47.9%

Books And Literature 52.0%

Google 50.2%

Bing 1.4%

ChatGPT 0.2%

DuckDuckGo 0.2%

Others 48.0%

Computers And Electronics 51.9%

Google 47.6%

Bing 3.1%

DuckDuckGo 0.6%

ChatGPT 0.5%

Perplexity 0.0%

Gemini 0.0%

Claude 0.0%

Others 48.1%

Sports 49.8%

Google 48.7%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Others 50.2%

Pets And Animals 46.5%

Google 43.7%

Bing 2.0%

DuckDuckGo 0.5%

ChatGPT 0.3%

Perplexity 0.0%

Gemini 0.0%

Others 53.5%

Real Estate 45.7%

Google 43.3%

Bing 2.0%

ChatGPT 0.3%

DuckDuckGo 0.1%

Perplexity 0.0%

Others 54.3%

Arts And Entertainment 45.0%

Google 44.0%

Bing 0.7%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Others 55.0%

Home And Garden 44.2%

Google 42.5%

Bing 1.3%

DuckDuckGo 0.2%

ChatGPT 0.2%

Perplexity 0.0%

Others 55.8%

News 43.7%

Google 42.4%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Others 56.4%

People And Society 42.7%

Google 41.1%

Bing 1.1%

DuckDuckGo 0.3%

ChatGPT 0.2%

Perplexity 0.0%

Others 57.3%

Business And Industrial 41.8%

Google 38.2%

Bing 2.5%

ChatGPT 0.9%

DuckDuckGo 0.1%

Perplexity 0.1%

Gemini 0.0%

Claude 0.0%

Others 58.2%

Beauty And Fitness 40.2%

Google 39.4%

Bing 0.5%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Others 59.8%

Hobbies And Leisure 38.6%

Google 33.5%

Bing 4.4%

DuckDuckGo 0.5%

ChatGPT 0.2%

Perplexity 0.0%

Others 61.4%

Online Communities 38.3%

Google 37.2%

Bing 1.0%

DuckDuckGo 0.1%

ChatGPT 0.0%

Others 61.7%

Finance 36.5%

Google 34.3%

Bing 1.9%

ChatGPT 0.1%

DuckDuckGo 0.1%

Perplexity 0.0%

Others 63.5%

Internet And Telecom 33.0%

Google 29.8%

Bing 2.1%

DuckDuckGo 0.7%

ChatGPT 0.3%

Perplexity 0.0%

Claude 0.0%

Gemini 0.0%

Others 67.0%

Games 32.4%

Google 29.9%

Bing 2.2%

DuckDuckGo 0.3%

ChatGPT 0.0%

Others 67.6%

Shopping 28.7%

Google 27.7%

Bing 0.8%

ChatGPT 0.1%

DuckDuckGo 0.1%

Perplexity 0.0%

Others 71.4%

Science 20.1%

Google 18.7%

Bing 1.1%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Gemini 0.0%

Others 79.9%

Food And Drink

Google 69.5%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 29.3%

Autos And Vehicles

Google 65.7%

Bing 1.7%

DuckDuckGo 0.2%

ChatGPT 0.2%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 32.2%

Law And Government

Google 55.7%

Bing 5.7%

ChatGPT 0.6%

DuckDuckGo 0.5%

Perplexity 0.1%

Gemini 0.0%

Claude 0.0%

Others 37.5%

Reference

Google 49.3%

Bing 7.8%

ChatGPT 2.1%

DuckDuckGo 1.3%

Perplexity 0.2%

Gemini 0.1%

Claude 0.0%

Others 39.1%

Health

Google 55.8%

Bing 2.2%

DuckDuckGo 0.4%

ChatGPT 0.2%

Perplexity 0.0%

Gemini 0.0%

Claude 0%

Others 41.4%

Travel And Transportation

Google 56.5%

Bing 1.0%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 42.3%

Jobs And Education

Google 50.4%

Bing 2.9%

ChatGPT 0.5%

DuckDuckGo 0.2%

Perplexity 0.1%

Gemini 0.0%

Claude 0%

Others 46.0%

Adult

Google 51.9%

Bing 0.2%

DuckDuckGo 0.1%

ChatGPT 0.0%

Claude 0%

Perplexity 0%

Gemini 0%

Others 47.9%

Books And Literature

Google 50.2%

Bing 1.4%

ChatGPT 0.2%

DuckDuckGo 0.2%

Claude 0%

Perplexity 0%

Gemini 0%

Others 48.0%

Computers And Electronics

Google 47.6%

Bing 3.1%

DuckDuckGo 0.6%

ChatGPT 0.5%

Perplexity 0.0%

Gemini 0.0%

Claude 0.0%

Others 48.1%

Sports

Google 48.7%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 50.2%

Pets And Animals

Google 43.7%

Bing 2.0%

DuckDuckGo 0.5%

ChatGPT 0.3%

Perplexity 0.0%

Gemini 0.0%

Claude 0%

Others 53.5%

Real Estate

Google 43.3%

Bing 2.0%

ChatGPT 0.3%

DuckDuckGo 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 54.3%

Arts And Entertainment

Google 44.0%

Bing 0.7%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 55.0%

Home And Garden

Google 42.5%

Bing 1.3%

DuckDuckGo 0.2%

ChatGPT 0.2%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 55.8%

News

Google 42.4%

Bing 0.9%

DuckDuckGo 0.2%

ChatGPT 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 56.4%

People And Society

Google 41.1%

Bing 1.1%

DuckDuckGo 0.3%

ChatGPT 0.2%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 57.3%

Business And Industrial

Google 38.2%

Bing 2.5%

ChatGPT 0.9%

DuckDuckGo 0.1%

Perplexity 0.1%

Gemini 0.0%

Claude 0.0%

Others 58.2%

Beauty And Fitness

Google 39.4%

Bing 0.5%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 59.8%

Hobbies And Leisure

Google 33.5%

Bing 4.4%

DuckDuckGo 0.5%

ChatGPT 0.2%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 61.4%

Online Communities

Google 37.2%

Bing 1.0%

DuckDuckGo 0.1%

ChatGPT 0.0%

Claude 0%

Perplexity 0%

Gemini 0%

Others 61.7%

Finance

Google 34.3%

Bing 1.9%

ChatGPT 0.1%

DuckDuckGo 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 63.5%

Internet And Telecom

Google 29.8%

Bing 2.1%

DuckDuckGo 0.7%

ChatGPT 0.3%

Perplexity 0.0%

Claude 0.0%

Gemini 0.0%

Others 67.0%

Games

Google 29.9%

Bing 2.2%

DuckDuckGo 0.3%

ChatGPT 0.0%

Claude 0%

Perplexity 0%

Gemini 0%

Others 67.6%

Shopping

Google 27.7%

Bing 0.8%

ChatGPT 0.1%

DuckDuckGo 0.1%

Perplexity 0.0%

Claude 0%

Gemini 0%

Others 71.4%

Science

Google 18.7%

Bing 1.1%

ChatGPT 0.2%

DuckDuckGo 0.1%

Perplexity 0.0%

Gemini 0.0%

Claude 0%

Others 79.9%

Key Insights from the Data

Important observations and trends extracted from the traffic data analysis

•

November sees broad traffic decline across all sources

All major traffic sources experienced decline in November: Google (-6.3%), ChatGPT (-0.5%), Perplexity (-5.3%), and Bing (-7.9%). This broad decline may reflect seasonal patterns or shifts in user behavior.

•

Content-rich industries dominate referral traffic

Food And Drink, Autos And Vehicles, Law And Government lead traffic generation, representing prime opportunities for content optimization and SEO investment.

•

Traditional search engines face uniform decline

November data shows across-the-board declines: Google (-6.3%), Bing (-7.9%), and DuckDuckGo (-4.2%). The synchronized downturn suggests broader market dynamics rather than competitive shifts between platforms.

•

AI search captures 0.25% combined traffic share

ChatGPT leads AI-powered search with 0.25% share, followed by Perplexity at 0.00%. Despite November's slight dip, AI platforms maintain their position as emerging alternatives to traditional search.

•

Google retains dominance despite steeper decline

Google maintains 39.9% traffic share but experienced a sharper decline (-6.3% in November). The accelerated downturn reflects broader market shifts as users explore alternative discovery channels.

•

ChatGPT shows resilience amid market-wide decline

November 2025 saw all platforms decline, but ChatGPT's modest 0.5% dip was the smallest among major sources. This relative stability reinforces ChatGPT's position as users' preferred AI search alternative during challenging market conditions.

Strategic Marketing Implications:

November 2025 shows a market-wide traffic decline, likely reflecting seasonal patterns or broader user behavior shifts. Despite the downturn, key strategic priorities remain:

• ChatGPT Remains Priority: With the smallest decline among major sources, ChatGPT demonstrates relative stability. Continue optimizing for conversational content formats and citation-friendly structured data
• Prepare for Volatility: Google's steeper decline (6.3% in November to 39.9% share) signals accelerating market fragmentation. Diversification is increasingly critical
• Multi-Channel Strategy Essential: The 0 websites analyzed demonstrate that successful sites don't rely on single traffic sources. Diversify across traditional search, AI platforms, and direct channels
• Industry-Specific Opportunities: Content-rich sectors continue dominating referral traffic, with AI platforms showing particular strength in information-dense verticals like news and finance

November 2025's broad decline may be temporary, but the underlying trend remains clear: search traffic is fragmenting across platforms, with ChatGPT maintaining its position as the leading AI alternative.

Last updated: Dec 1, 2025 4:51 AM •

Update frequency: Monthly

All Traffic Sources Comparison Comprehensive comparison of all traffic sources showing traffic share and growth trends

Traditional Search Engines

AI Assistants

Traffic Channels

Traffic by Category Aggregated view of traffic sources grouped into major categories: Traditional Search, AI Search, and channel types

Month-over-Month Growth Comparison % change in visitors sent by each source: (This month − Last month) / Last month

Month-over-Month Growth Details % change in visitors sent by each source: (This month − Last month) / Last month

Traffic Share Comparison All traffic sources displayed on the same percentage scale for direct comparison

Traffic Share Comparison - Without Google Google is hidden by default. When shown, chart switches to dual-axis with Google on the right scale.

Traffic share within different regions Shows how web traffic is distributed across different continents and regions

Oceania

Africa

Asia

Europe

North America

South America

Traffic Share by Region Stacked bar chart showing the distribution of each traffic source across geographic regions

Month-over-Month Regional Growth Trends Displays month-over-month growth rates for each traffic source by geographic region

Traffic Share Across Different Industries Breakdown of traffic sources across different industry sectors and verticals

Food And Drink

Autos And Vehicles

Law And Government

Reference

Health

Travel And Transportation

Jobs And Education

Adult

Books And Literature

Computers And Electronics

Sports

Pets And Animals

Real Estate

Arts And Entertainment

Home And Garden

News

People And Society

Business And Industrial

Beauty And Fitness

Hobbies And Leisure

Online Communities

Finance

Internet And Telecom

Games

Shopping

Science

Key Insights from the Data Important observations and trends extracted from the traffic data analysis

All Traffic Sources Comparison

Comprehensive comparison of all traffic sources showing traffic share and growth trends

Traffic by Category

Aggregated view of traffic sources grouped into major categories: Traditional Search, AI Search, and channel types

Month-over-Month Growth Comparison

% change in visitors sent by each source: (This month − Last month) / Last month

Month-over-Month Growth Details

% change in visitors sent by each source: (This month − Last month) / Last month

Traffic Share Comparison

All traffic sources displayed on the same percentage scale for direct comparison

Traffic Share Comparison - Without Google

Google is hidden by default. When shown, chart switches to dual-axis with Google on the right scale.

Traffic share within different regions

Shows how web traffic is distributed across different continents and regions

Traffic Share by Region

Stacked bar chart showing the distribution of each traffic source across geographic regions

Month-over-Month Regional Growth Trends

Displays month-over-month growth rates for each traffic source by geographic region

Traffic Share Across Different Industries

Breakdown of traffic sources across different industry sectors and verticals

Key Insights from the Data

Important observations and trends extracted from the traffic data analysis