Google Captures One-Fourth of America’s Internet Traffic

One-Fourth or 25 percent of all internet traffic in the USA now involves Google, which is a record rise considering that Google only had a 6 percent share in 2010. These results were published based on a study done by Deepfield.

According to Deepfield, this dramatic rise can be attributed to thousands of servers installed by Google from 2010. Google Global Cache, which is the company’s delivery platform for content with a presence in over 100 countries, now provides servers for most of the service providers in America.

The results from Deepfield’s study also indicate that on an average 60 percent of internet users and end devices connect with Google during the day. These devices include computers, mobile devices, gaming consoles, home media appliances, and various other such embedded devices. If one only considers mobile devices and computers then this percentage is much more.

Google’s share was second only to Netflix. However, Netflix overtook Google only during peak hours in the evening and in the mornings during cache update periods. Google’s services such as Google Analytics as well as advertising and hosting, were some important factors in more than 50 percent of websites or internet services in the current scenario.

This study from Deepfield is an ongoing one and the company has stated that it is unlike other studies done by comScore and Alexa, which were based on “web-bug” measurements. Deepfield has collected data from the very core of web infrastructure such as routers and also by analyzing web traffic through browsers and devices including Xbox360, Roku, Apple TV, mobile apps, etc.