The 2026 State of Browsing Report
How we live, work, and burn out online
What’s driving digital burnout? Is AI ready to replace the browser? We surveyed 1,000 internet users to find out what’s shaping our digital lives in 2026.
Browser burnout is real
Today’s browsers serve as hubs for our personal and professional lives. But this versatility comes with a cost. There’s a fundamental tension in how we split our time online.
47%
of users say browsers both distract and help them focus equally
Personal use dominates for desktop browsing:
40% of users say their desktop browser time is used mostly for personal activities.
26% use browsers primarily for work tasks.
62% experience recurring digital burnout
We asked:
How often do you feel symptoms of digital burnout?
31% of Boomers never feel digitally burnt out; 30% never have trouble disconnecting.
Other generations report more burnout and a harder time disconnecting.
Gen X:44% occasionally feel burnt out; 35% sometimes have trouble disconnecting.
Millennials:35% regularly feel burnt out; 30% often have trouble disconnecting.
Gen Z:41% occasionally feel burnt out; 31% sometimes have trouble disconnecting.
What’s driving burnout in browsers?
- 24%
Endless notifications - 23%
Social media overload - 18%
News rabbit holes - 13%
Switching apps and tabs
1 in 5 users manage 11+ tabs at a time
Boomers are leading the way in tab minimalism, 75% use 5 tabs or less at a time while Gen Z and millennials are more likely to have six to ten tabs open, revealing a generational tab gap.
When divided across industry instead of age, tech and IT workers keep 6-10 tabs open just as often as all full-time employees (39% vs. 38%)—indicating that complex digital needs are mainstream.
- 5 Tabs or Fewer
- 6-10 Tabs
| Group | 5 Tabs or Fewer | 6-10 Tabs |
|---|---|---|
| Total Users | 51% | 30% |
| Gen Z | 39% | 35% |
| Millennials | 30% | 37% |
| Gen X | 49% | 34% |
| Boomers | 75% | 19% |
The attention tax is real and rising
43% lose focus in their browser several times per day but 21% get distracted multiple times every hour.
- 23%
Quickly regain their concentration - 13%
Lose substantial time, with distractions costing them 30 minutes or more
Clicks are up. Concentration is down.
3-5
apps daily
50% of respondents use 3‑5 apps a day for work.
4-6
hrs online
A third of workers spend most of their workday online.
Top productivity killers
Lost logins: 15%
Too many notifications: 16%
App switching: 20%
Slow performance: 20%
App sprawl makes switching the default workflow. The bottom line: our browsers weren’t built for this.
Personal browsing, not one-size-fits-all
Users are seeking browsers that are faster, smarter, more personalized, and less intrusive—essentially wanting technology that works with them rather than against them.
92%
Want personalization from their browser
47%
Say a browser that fits their workflow is very important
81%
Are willing to or considering switching browsers to better fit their needs
Browser users are ready for change
People are also seeking browsers that are faster, smarter, more personalized, and less intrusive.
Most requested browser features
Multiple accounts/logins: 39% want this
Task organization: 34%
Notification blockers: 31%
App integration: 18%
- Ad and pop-up blocking
- Customization and accessibility
- Speed and performance
- Search quality and accuracy
- AI features
- remaining
| Ad and pop-up blocking | 6% |
|---|---|
| Customization and accessibility | 7% |
| Speed and performance | 18% |
| Search quality and accuracy | 12% |
| AI features | 7% |
| remaining | 50% |
Is AI ready to replace the browser?
With consumers looking for more personalization and speed, AI seems like the natural next step. Except, traditional search engines still dominate over AI searches.
- 68%
Prefer search engines (Google, Bing, etc.) - 21%
Prefer AI tools (ChatGPT, Gemini, etc) - 11%
Use AI and search engines equally
Current AI usage
How often are people using AI?
Who uses AI daily?
Tech/IT workers: 62%
Hybrid workers: 43%
Master’s degree holders: 37%
High earners ($100K+): 35%+
Full-time employees: 34%
Millennials: 35%
| Never | 31% |
|---|---|
| Daily | 23% |
| Weekly | 18% |
| Occasionally | 28% |
What’s stopping higher adoption?
Privacy Concerns
45% cite online privacy worries as their primary barrier to harnessing AI.
Trust Issues
35% don’t trust how their generated content would be used, or don’t trust the accuracy of AI results (34%).
Growing Awareness of AI’s Energy Footprint
Awareness is rising around the carbon emissions and substantial energy and water demands required to power AI technologies. While concern is growing, nearly a quarter of users remain unworried.
- 24%
Not concerned - 36%
Somewhat concerned - 21%
Very concerned - 19%
Not aware of AI energy usage
Key insight:
Tech/IT workers show the most concern about AI energy usage (35% very, 44% somewhat concerned). Younger users also display slightly elevated worries compared to older demographics.
What do consumers want from AI?
- 49%
Research assistance - 37%
Task automation - 34%
Drafting written content
The future of search
Despite ranking research assistance as their top desired AI feature, most users still rely primarily on traditional search engines for their everyday needs and expect this to continue.
Expected future use:
44%
Expect to keep using traditional search
32%
Expect to use AI tools more
22%
Expect they will use AI and search engines equally
Summary: Taking back digital control
The 2026 State of Browsing Report reveals that our digital tools are outpacing our ability to use them mindfully. From the tabs we juggle to the AI tools we test, what we want isn’t more capability but better control.
Key takeaways
Digital burnout has become the default state of online life
App sprawl, context-switching, and notification overload leave us unproductive and struggling to disconnect.
“Just one more app” isn’t the answer—and we know it
Burnout is a symptom of a bigger problem within our browsers. We want a way to be online that’s faster, more personalized, and less intrusive.
AI is reshaping our expectations, but not yet replacing our habits
AI adoption hinges on transparency, and right now, we don’t trust AI enough to overhaul browsing completely.
Methodology and about Shift
Methodology
These insights are based on a survey of 1,000 U.S. adults conducted in September 2025, forecasting trends for the year ahead. Data has been weighted to be nationally representative.
About Shift
Shift is a next-generation browser that transforms how people use the internet. It was created to solve the problem of traditional browsers, which are bloated and rigid, forcing users to juggle endless tabs, windows, and logins. With Shift, you can build your browser for how you actually use the internet. Learn more at shift.com.