Consumers Want Browsers Built Around People, Not Pages
81% say they’re either willing to or would consider switching browsers for better personalization, per Shift.
U.S. consumers are exhausted by outdated technology and are demanding greater control of how they navigate online, as revealed by Shift’s 2026 State of Browsing report. The Canadian firm, which has developed the world’s first fully customizable browser, surveyed 1,000 U.S. adults in September to forecast trends for the year ahead — and found that 62% of consumers report occasional or regular digital burnout.
What’s contributing to that burnout may be something you haven’t considered.
A key part of anyone’s online life is the web browser. It’s increasingly become one of the most important pieces of software we interact with every day. And right now, browsers are having a bit of a moment, with the rise of AI-native ones like Perplexity. But Shift's research suggests that the “one-size-fits-all browser model is actively contributing to widespread digital fatigue.”
As Shift CEO Neil Henderson told The Measure, “Browsers have been a sleepy space for a long time, and now all eyes are on what AI can do within them. It’s wild to see how quickly the space has evolved. We’ve been building browsers for over a decade, and for the first time, people are realizing the browser itself can be an active part of their digital lives — not just a tool to access them.”
A whopping 92% of consumers say that having a browser that fits how they spend their online time is important, underscoring just how integral the software has become to daily life. As a regular digital touchpoint, having a browser that works for you is critical: 81% say they’re either willing to or would consider switching browsers for better personalization.
Speaking of personalization, the study found that users are truly craving focus and organization: The most sought-after browser features include multiple accounts/logins (39%), task/project organization (34%) and notifications & distraction blockers (31%).
Get more insights about digital burnout and the state of browsing by downloading the full report here.