Consumer and Marketing Insights: What’s Really Driving Growth in Traffic

In the ever-evolving digital landscape, understanding the factors driving traffic growth is crucial for businesses aiming to stay ahead. Similarweb’s recently released Digital 100 list of the fastest-growing websites has provided invaluable insights into the trends and consumer behaviors shaping online success. From the booming gig economy to evolving shopping habits and a growing appetite for independent news, the data offers a revealing glimpse into what truly fuels online traffic expansion.

Gig Economy on the Rise

One of the standout performers in the report is JustAnswer.com, a gig economy platform that connects users with experts across various fields, including healthcare, legal, and home repair services. The website recorded an impressive 81% year-over-year growth, jumping from 11.6 million monthly unique visitors (MUVs) in 2023 to 21 million in 2024.

This surge reflects a broader trend: consumers increasingly turn to online platforms for expert advice, bypassing traditional consulting methods. The gig economy’s appeal lies in its affordability, accessibility, and the flexibility it offers to both service providers and users. Freelancers can capitalise on their skills without the overhead of maintaining a physical storefront, while consumers enjoy instant access to qualified professionals.

AI Continues to Dominate

Artificial intelligence remains a major traffic driver, with ChatGPT experiencing 33% growth, from 28.8 million MUVs to 38.2 million MUVs in 2024. The growing reliance on AI-driven tools for content creation, research, and business automation showcases the increasing trust consumers place in machine learning and natural language processing capabilities. As AI technology continues to advance, we can expect further integration into everyday tasks, fueling continued traffic growth.

News Sites Experience Substantial Growth

The demand for credible news sources has driven substantial traffic growth in the news category, with five of the top ten fastest-growing websites belonging to this sector. Factors such as political events, economic uncertainty, and a general desire for trustworthy information have contributed to this trend.

Key growth figures:

• Newsweek.com saw a 71% increase, rising from 27.2 million to 46.4 million visitors.
• APNews.com grew by 47%, with traffic climbing from 26.1 million to 38.4 million.
• ABCNews.go.com recorded a 35% rise, increasing from 19.6 million to 26.4 million visitors.
• Fortune.com experienced 33% growth, going from 12.6 million to 16.7 million visitors.
• Substack, an independent news platform, achieved 37% growth, with visitors increasing from 13.8 million to 18.9 million, highlighting a shift toward independent journalism.

Consumers are increasingly seeking news from platforms that prioritise unbiased reporting and direct engagement with journalists. The success of Substack exemplifies this trend, showing that readers are willing to pay for high-quality, independent content.

Apparel Websites: Sustainability and Affordability Leading the Charge

Fashion e-commerce sites are experiencing remarkable growth, driven by trends in sustainability and affordability. According to Similarweb, sportswear and sneakers continue to dominate, but new players are emerging.

Notable growth statistics:

• Peppermayo.com saw an astounding 416% increase, from 58.8K to 303.7K MUVs.
• Quince.com, known for offering affordable, high-quality everyday staples, grew by 176%, from 2.06 million to 5.68 million MUVs.

Quince’s growth strategy revolves around customer-centric initiatives such as user-generated content, transparent pricing, and generous return policies. Their approach mirrors strategies used by successful brands like Zappos, reinforcing the importance of a seamless shopping experience.

Interestingly, consumers are now more accepting of alternative domain extensions, such as .US and .SHOP, and even hyphenated domains, breaking the traditional preference for .COM addresses.

Top Apparel Websites by Growth:

1. Peppermayo.com – 416%
2. Babyboofashion.com – 210%
3. Sopula.com – 207%
4. Jeanpaulgaultier.com – 198%
5. Edikted.com – 182%
6. Quince.com – 176%
7. Retro-stage.com – 167%
8. Disturbia.us – 154%
9. Amberjack.shop – 140%
10. Clubllondon.us – 139%

Consumer Electronics: Niche Products Driving Growth

Niche consumer electronics brands are making significant strides in traffic growth by offering unique, high-value products that resonate with specific audiences.

• SharkNinja.com, known for its vacuum and kitchen appliances, grew by 187%, from 98.9K to 283.7K MUVs.
• Yotoplay.com, which sells screen-free audio players for children, saw an increase of 130%, rising from 199K to 457.6K MUVs.

These brands thrive by addressing specific consumer pain points—offering practical, easy-to-use, and value-driven products that align with consumer needs and values.

Key Marketing Insights from the Data

Based on the Digital 100 report, several crucial marketing takeaways emerge:

1. Trust and Expertise Matter – Consumers are gravitating toward platforms that provide credible information and expert advice, as seen with the growth of JustAnswer.com and news sites.
2. User-Generated Content Drives Engagement – Quince.com’s success demonstrates the power of authentic customer reviews in influencing purchase decisions.
3. Diversified Domain Acceptance – The presence of .US and .SHOP domains in the fastest-growing sites indicates that consumers are now more open to alternative web addresses.
4. Niche Markets Are Highly Profitable – Companies like Yotoplay.com and SharkNinja.com prove that focusing on specific, underserved audiences can lead to substantial traffic increases.
5. AI is Here to Stay – ChatGPT’s continued growth suggests that AI-driven solutions will remain integral to consumers and businesses alike.

Conclusion

The data from Similarweb’s Digital 100 list provides deep insights into the evolving online landscape. The strongest drivers of growth include the gig economy, AI-powered tools, independent journalism, sustainable fashion, and niche consumer electronics. Marketers can leverage these trends by focusing on authenticity, customer experience, and adapting to shifting consumer expectations.

Businesses looking to replicate the success of the fastest-growing sites should prioritise innovation, cater to evolving consumer preferences, and embrace new technologies to stay ahead in an increasingly competitive digital market.