Why maturity is not enough, which is the reason the measure exists at all. A maturity date says when the last payment arrives. It says nothing about how much of the bond's value arrives before then. Two bonds maturing in ten years, one paying a high coupon and one paying almost nothing, are very different investments: the high-coupon bond returns a large share of its value along the way, while the low-coupon bond concentrates almost everything in a single payment ten years out. Money further in the future is more sensitive to the rate used to value it, so the low-coupon bond moves more when rates move. Duration captures that, and a maturity date on its own cannot.
What pushes duration up, and why each one does. A longer maturity extends the whole payment schedule further out. A lower coupon shifts the weight of the schedule toward the final repayment, because less is being paid along the way. A lower yield raises duration too, because when the discount rate is low, distant payments retain more of their value and therefore carry more weight in the average. All three work through the same channel, which is how much of the bond's value sits far in the future.
The one exact case. For a zero-coupon bond, Macaulay duration equals the maturity, because there is only one payment and its weighted average timing can only be the date it arrives. No coupon-paying bond shares that property: every interest payment pulls the average forward, so a coupon bond's duration is always shorter than its maturity. That single fact is the cleanest way to see what duration is measuring.
The estimate is a straight line, and the line is drawn against a curve. Multiplying modified duration by a rate change gives an approximation, and it is a good one for small moves and progressively worse for large ones. The direction of the error is consistent and favors the bondholder. As the MSRB puts it in describing convexity, "prices rise at increasing rates as yields fall and prices decline at decreasing rates as yields rise." So for a large move, duration overstates the loss when rates rise and understates the gain when they fall. Convexity is the name for the second-order term that corrects it, and it is a refinement rather than a different idea.
What duration does not measure. It is a rate-sensitivity number and nothing else. It says nothing about whether the issuer will pay, so a long-duration Treasury and a long-duration bond from a struggling company are identical on this measure and not remotely comparable as investments. It also becomes unreliable on a bond the issuer can repay early, because a call option truncates the payment schedule at a date the issuer chooses. Funds and dealers report an effective duration for those, which models the call rather than ignoring it.