Contentsquare：2025年金融服务业基准突破路径：优化数字体验的趋势、策略与案例研究报告（英文版）

Overall traffic is shrinking. Total visits to FinServsites dropped -4.3% year-over-year, with both newand returning visitors in decline, particularly in theinsurance vertical.Paid traffic is growing. With organic and ownedsources under pressure, brands turned to paidchannels to fill the gap. Paid traffic now makesup 18% of all visits, up from 14.6% last year.Meanwhile, direct traffic dropped below 50%,from 52.8% to 49.7%.