01 Browser loyalty
Google Chrome still dominates desktop browsing. But can it stay competitive?
90%
A whopping 90% of people are familiar with Google Chrome
But familiarity isn’t the same as loyalty.
shift.com/state-of-browsingThe 2027 State of Browsing Report
25% Use Chrome because it came pre-installed
38% Have simply used it for years without a second thought
Change is lagging behind convenience
of Americans have not seriously considered changing their primary browser in the past year
shift.com/state-of-browsingThe 2027 State of Browsing Report
54%
say losing saved logins and being accustomed to their current browser is what keeps them from switching
shift.com/state-of-browsingThe 2027 State of Browsing Report
32%
02 Digital burnout
Younger, more digitally fluent users report the most online burnout.
More than half of Americans experience digital burnout
shift.com/state-of-browsingThe 2027 State of Browsing Report
- 12% very often
- 17% often
- 34% sometimes
- 24% rarely
- 13% never
Digital fatigue has an age gap
Older users, often assumed to be the most overwhelmed by technology, report the least burnout. It’s younger, more digitally fluent users who are feeling drained.
of 25-34 year olds report very frequent digital fatigue
shift.com/state-of-browsingThe 2027 State of Browsing Report
20%
of seniors (65+) say they “rarely” feel drained online
shift.com/state-of-browsingThe 2027 State of Browsing Report
43%
4 in 10
Across all age groups, 4 in 10 people leave tabs open just because they’re afraid of losing something
shift.com/state-of-browsingThe 2027 State of Browsing Report
4 of 10
25 – 34-year-olds are most frustrated by tab overload and digital fatigue. They want speed, privacy, and features they can turn off — and are willing to switch browsers to get it.
03 Privacy & control
Privacy and control are emerging as priority concerns for people who use browsers and AI
Across all demographics, privacy and security rank as the top decision-driver for choosing a browser
shift.com/state-of-browsingThe 2027 State of Browsing Report
- 36% Privacy and security
- 33% Compatibility with other apps
- 32% Speed
Top 3
reported frustrations with browsers:
shift.com/state-of-browsingThe 2027 State of Browsing Report
- Slow performance
- Website tracking
- Unwanted features
People want more control over their data and their browsing experience
of people say they’d rather have a browser that gives them more control, even if that means making more decisions themselves
shift.com/state-of-browsingThe 2027 State of Browsing Report
64%
of people feel very uncomfortable with AI accessing stored personal IDs like Social Security numbers
shift.com/state-of-browsingThe 2027 State of Browsing Report
48%
The biggest concerns with AI in browsers?
shift.com/state-of-browsingThe 2027 State of Browsing Report
45% Accessing too much personal information
42% Taking actions users didn’t intend
40% Basic security
32% Losing control over browsing experience
18–24-year-olds are the outliers when it comes to AI and assisted browsing
of 18–24-year-olds have used AI over traditional search
shift.com/state-of-browsingThe 2027 State of Browsing Report
80%
are open to a browser making decisions on their behalf
shift.com/state-of-browsingThe 2027 State of Browsing Report
34%
04 What we want from AI
So what do we want AI to do? The answer: solve practical problems on our terms
68% of Americans have used tools like ChatGPT or Perplexity instead of traditional search in the last 6 months
shift.com/state-of-browsingThe 2027 State of Browsing Report
- 80% 18 - 24
- 76% 35 - 44
- 50% 65+
Nearly 3 in 5
people say AI has made their online life at least somewhat simpler
shift.com/state-of-browsingThe 2027 State of Browsing Report
3 of 5
When asked which AI capabilities would make browsing easier, people chose use cases that were practical rather than autonomous
shift.com/state-of-browsingThe 2027 State of Browsing Report
35% Researching a topic
28% Finding previously viewed information
27% Comparing information or products
25% Summarizing multiple tabs
Helpful, but on our terms
of people want to be asked before new AI features are enabled in their browser
shift.com/state-of-browsingThe 2027 State of Browsing Report
32%
of people want AI features off their browser unless they opt in
shift.com/state-of-browsingThe 2027 State of Browsing Report
22%
The findings produce a clear message for browsers: make browsing smarter without making people feel like they have surrendered control.
Summary
Google Chrome still dominates desktop market share, but privacy anxieties and AI skepticism are creating opportunities for alternative browsers.
Even as AI search tools gain widespread use, consumers across all generations favor browsers that offer greater control over automated decision-making. The findings produce a clear message for browsers: make browsing smarter without making people feel like they have surrendered control.
Most people appear receptive to AI when it helps them research, organize, and navigate information. However, transparency, privacy protections, and user choice may be just as important to adoption as the underlying technology.
Download the 2027 State of Browsing Report
About the 2027 State of Browsing Report
This survey was conducted among 1,005 U.S. internet users in September, 2026 by MX8 Labs. The sample is nationally representative across age, gender, income, and region.
Shift Browser commissioned and produced the 2027 State of Browsing Report to understand what people actually want from their browser, not what the industry assumes they want.
1,000+