Search referrals fell across every major vertical in 2025, with travel and media hit hardest
StatPaid Media
US search referral volumes fell across every major vertical in 2025 against 2024: travel -20%, media -17%, e-commerce -9%, finance -7%, food and drink -7%, fashion -5%. Travel and media, the two most answerable-by-AI categories, lost the most.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 1, s. 5; Similarweb US search referral data, 2025
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