Key takeaways
- Most people never picked their browser. A quarter of Chrome users are on it because it came pre-installed.
- Inertia is doing a lot of the work. Saved logins and familiarity keep people in place more than preference does.
- The most digitally fluent people are the most worn out. 25 to 34 year olds report the most burnout, and seniors report the least.
- Open tabs have become a safety net. Nearly 4 in 10 people keep them open because they're afraid of losing something.
- People would rather steer than be steered. 64% want more control, even if it means making more decisions.
- AI is part of daily life now, but it has to ask first. People want help with research and comparison, and they're wary of AI acting on its own.
Every year, the industry decides what people want from their browser. For the second year in a row, we asked them.
For the 2027 State of Browsing Report, we worked with research firm MX8 Labs to survey 1,005 U.S. internet users in September 2026 about the browser they use, how they feel online, and where AI fits into all of it. The answers point in one direction. People are tired of tools that decide for them. They want help, and they want to be the ones calling the shots.
A lot has changed since our 2026 State of Browsing Report. Last year, 68% of people preferred traditional search over AI tools. This year, 68% have used AI instead of search. Other things barely moved, like burnout and people's worries about privacy, and that's where the story gets interesting.
Here are the browser statistics that stood out in the 2027 State of Browsing Report, and what we think they mean.
Most people never chose their browser
Chrome is the primary desktop browser for 58% of U.S. users, and 90% of people are familiar with it. That's a commanding position by any measure.
The reasons behind it are more interesting than the number. Among Chrome users:
- 25% use it because it came pre-installed
- 38% have used it for years without giving it much thought
For a lot of people, the browser they spend their whole workday in is a default they never revisited.
The switching data tells the same story. Last year, 81% of people told us they were willing to switch browsers, or at least thinking about it, to find one that fit them better. This year, 54% haven't seriously considered changing their primary browser at all. The appetite was there. Something got in the way, and 32% say saved logins and familiarity are what keep them in place.
Staying because moving is a hassle is a very different thing from staying because you're happy. Browser loyalty, as the industry tends to measure it, is mostly inertia. Market share tells you what people use. It says very little about whether it's working for them.
The 2026 State of Browsing Report is here
What’s causing digital burnout? The 2026 State of Browsing Report reveals our browsing habits are taking a toll, what’s next for AI browsers—and why 81% of users are ready to switch their browser.
Read MoreThe people who know the internet best are the most burned out
Here's how often Americans told us they feel digital burnout:
- 12% very often
- 17% often
- 34% sometimes
- 24% rarely
- 13% never
That's 63% who feel it at least some of the time, almost exactly the 62% who reported recurring burnout last year. A year of new apps, features, and AI tools hasn't made a dent.
You'd expect older users to be the most overwhelmed. They're the least. 43% of people 65 and older say they rarely feel drained online. Meanwhile, 20% of 25 to 34 year olds report very frequent digital fatigue. The most fluent, most connected group is the one running on empty.
Then there are the tabs. Nearly 4 in 10 people across every age group leave tabs open because they're afraid of losing something. Those tabs are doing the job of a to-do list, a reading list, and a safety net, all at once. That's a lot of mental load to carry in a row of tiny icons.
When the people who know the internet best are the most worn out by it, more discipline won't fix it. The setup has to change.
Control is the feature people want most
Speed used to be the headline feature for browsers. It's now third. When we asked what drives the choice of browser, privacy and security came out on top:
- Privacy and security (36%)
- Compatibility with other apps (33%)
- Speed (32%)
The top frustrations line up with that: slow performance, website tracking, and features nobody asked for.
The number that matters most here is this one. 64% of people would rather have a browser that gives them more control, even if it means making more decisions themselves.
For years, the pitch from tech has been "we'll handle it for you." Nearly two-thirds of Americans just said they'd rather handle it themselves. Any browser that keeps adding features without asking is building for a user who doesn't exist.
Introducing Blocker: browse ad-free in Shift Browser
Ads are built to interrupt. Blocker is Shift’s free, built-in ad blocker, stopping ads, trackers, and pop-ups without an extension. Shift Advanced users get YouTube ad blocking too.
Read MoreAI is already here. Trust is still up for grabs.
AI adoption isn't a future trend anymore. According to the 2027 State of Browsing Report, 68% of Americans have used tools like ChatGPT or Perplexity instead of traditional search in the past six months. That climbs to 80% among 18 to 24 year olds and 76% among 35 to 44 year olds, and it's still 50% for people 65 and up. More than half say AI has made their online life at least somewhat simpler.
So people are using it. They're also wary of it. The biggest concerns about AI in the browser:
- 45% worry it will access too much personal information
- 42% worry it will take actions they didn't intend
- 40% are concerned about basic security
- 32% worry about losing control of their browsing experience
What people want from AI is refreshingly practical. The top requests were researching a topic (35%), finding something they viewed before (28%), comparing information or products (27%), and summarizing multiple tabs (25%). Research topped the list last year too. None of that is flashy. It's the tedious work of being online, and people want help with it.
They also want a say in how it shows up. 32% want to be asked before new AI features are turned on, and 22% want AI off unless they opt in. Even among 18 to 24 year olds, the most AI-comfortable group in the study, only 34% are open to a browser making decisions on their behalf.
The race to pack more AI into the browser is missing the point. Adoption already happened. What people are waiting for is AI that respects the boundaries they set.
What do people actually want from AI? The 2026 AI Insights Report is here
AI is everywhere, but trust is fragile. Our 2026 AI insights report breaks down how people are using AI, what concerns them most, and why transparency and human centered AI design will define the next wave of technology trends in 2026.
Read MoreWhat this means for the browser
Put the findings together and a clear picture comes out:
- Defaults get you installed. They don't earn trust. People stay out of habit, and habit breaks the moment something better fits how they work.
- Burnout is a design problem. If people are hoarding tabs to avoid losing things, the browser needs better ways to hold their work.
- AI should ask first. Useful, opt-in, and focused on the boring parts. That's the bar.
People are using AI every day, but they want to be the ones deciding how it works," said Neil Henderson, CEO of Shift. "That's how we built Shift. You choose which tools live in your browser, how your Spaces are set up, and whether AI is part of it at all. Our research shows that's exactly what people are asking for.
In Shift, you build your browser around how you work. Spaces keep work, personal, and side projects separate, each with its own apps, bookmarks, and extensions. And if you bring Shift AI into the mix, it works inside the setup you already designed.
Read the full 2027 State of Browsing Report
This is our second annual State of Browsing Report, and the message this year is the loudest yet. People want tools that work for them, on their terms.
The full report breaks down every finding by age, with more on browser habits, burnout, privacy, and what people want from AI.
Read the 2027 State of Browsing Report →
Methodology: Shift Browser commissioned this internet usage survey, conducted by MX8 Labs in September 2026 among 1,005 U.S. internet users, nationally representative by age, gender, income, and region.
Frequently asked questions
What is the 2027 State of Browsing Report?
The 2027 State of Browsing Report is Shift's annual browsing survey on how Americans use their browsers, how they feel online, and how they use AI. It surveyed 1,005 U.S. internet users in September 2026 and was conducted by MX8 Labs.
What are the key browser statistics from the 2027 State of Browsing Report?
The 2027 State of Browsing Report found that people want more control over their browsers and the AI inside them. Key findings include:
- 68% of Americans have used AI instead of traditional search in the past six months
- 64% would rather have a browser that gives them more control
- 63% feel digital burnout at least sometimes
- 58% use Chrome as their primary desktop browser, and 25% of them because it came pre-installed
