Many top 100 sites experienced fluctuations in May, despite an overall traffic increase of 3.1%. While the overall picture is complicated, the domains were almost evenly split between winners and losers for the month with 49% seeing increases.

Significantly, x.com saw a traffic surge of over 300%. Other social media platforms had smaller increases: instagram.com (5%) and reddit.com (4.1%). Conversely, facebook.com's traffic dropped by nearly -4%, and tiktok.com also declined by -3%.

Search engines saw a decrease in traffic overall. Although bing.com grew by 3.4%, traffic to google.com and duckduckgo.com fell by -1% and -4.5%, respectively. 

The e-commerce sector had mixed results that followed the overal top 100 trend. Amazon.com saw a 2.6% traffic increase, but many others saw declines. Ebay.com decreased by -2.2%, and etsy.com fell by -2.9%. Bestbuy.com bucked the trend with a 7.3% increase, while target.com experienced a -6.9% decrease.

News and media platforms had varied results in May. Nytimes.com had a notable 8.5% increase, while cnn.com saw a -7.6% decrease. Bbc.com grew slightly by 3%, and msn.com by 1.4%, but foxnews.com declined by -6%. 

Overall, the top 100 May traffic data presents a complex picture. While some sites and categories show increased online engagement, others indicate potential concerns. For instance, openai.com's traffic dropped nearly -40%, suggesting shifts in the tech landscape, whereas x.com's traffic explosion tells a different story.