  This paper presents a comprehensive analysis of global web usage patterns
based on data from SimilarWeb, a leading source for estimating web traffic.
Leveraging a dataset comprising over 250,000 websites, we estimate the total
web traffic and investigate its distribution among domains and industry
sectors. We detail the characteristics of the top 116 domains, which comprise
an estimated one-third of all web traffic. Our analysis scrutinizes various
attributes of these domains, including their content sources and types, access
requirements, offline presence, and ownership features. Our analysis reveals a
significant concentration of web traffic, with a diminutive number of top
websites capturing the majority of visits. Search engines, news and media,
social networks, streaming, and adult content emerge as primary attractors of
web traffic, which is also highly concentrated on platforms and USA-owned
websites. Much of the traffic goes to for-profit but mostly free-of-charge
websites, highlighting the dominance of business models not based on paywalls.
