The web was originally going to be a repository of human knowledge and people originally took the time to post all sorts of amazing content on the web. But nobody does that very much anymore and over time those old interesting web sites are dying. Mozilla says that people no longer web search much and that 60% of all non-video web traffic goes to a small handful of giant web companies like Facebook.
The average web user today seeks out a curated web experience like Facebook or other social platforms where content is brought to them instead of them searching the web. And within those platforms people create echo chambers by narrowing their focus over time until they only see content that supports their world view. People additionally use the web to do a few additional things like watching Netflix, paying bills, shopping at Amazon and searching on Google.
I don’t point out that trend as a criticism because this is clearly what people want from the web, and they vote by giant numbers to use the big platforms. It’s hard to argue that for the hundreds of millions of people who use the web in this manner that the web is even open for them any longer. People are choosing to use a restricted subset of the web, giving even more power to a handful of giant companies.
The trends are for the web to get even more restricted and condensed. Already today there are only two cellphone platforms – Android and iOS. People on cellphones visit even fewer places on the web than with landline connections. You don’t have to look very far into the future to see an even more restricted web. We are just now starting to talk to the web through Amazon Alexa and Apple Siri. The industry expects a large percentage of web interface to soon be accomplished though voice interface. And beyond that we are moving towards a world of wearables that will replace our cellphones. At some point most people’s web experience will be completely curated and the web we know today will largely become a thing of the quaint past.
It’s not hard to understand why people lean towards curated platforms. Many of them hear the constant news of hacking and ransomware and people don’t feel safe going to unknown websites. The echo chamber has been around as long as modern civilization has been around – people tend to do things they like with people that they know and trust. The echo chamber seems magnified by current social media because it can give the perception that people are part of something larger than themselves – but unless people take actions outside the web that’s largely an illusion.
There are those who don’t want to take part in the curated web. They don’t like the data gathering and the targeted marketing from the big companies. They tend towards platforms that are encrypted end-to-end like WhatsApp. They use browsers that don’t track them. And they stick as much as possible to websites using HTTPS. They are hopeful that the new TLS 1.3 protocol (transport layer security) is going to give them more anonymity than today. But it’s hard work to stay out of the sight of the big companies, and it’s going to get even harder now that the big ISPs are free again to gather and sell data on their customers’ usage.
Even though I’ve been on the web seemingly forever, I don’t necessarily regret the changes that are going on. I hate to see the big companies with such power and I’m one of the people that avoids them as much as I can. But I fully believe that within a few decades that the web as we know it will become a memory. Artificial intelligence will be built into our interfaces with the web and we will rely on smart assistants to take care of things for us. When the web is always with you and when the interfaces are all verbal, it’s just not going to be the same web. I’m sure at some point people will come up with a new name for it, but our future interfaces with computers will have very little in common with our web experiences of today.