Google accounts for 25% of all North American internet traffic

Google now accounts for a quarter of all internet traffic in North America, according to new figures from analytics firm DeepField. The figure was discovered by looking at the traffic source and destination of traffic across the edge routers of 110 US ISPs. The data also reveals 62.28% of all internet-connected end devices, including featurephones […]

Andrew Sadauskas 23 July, 2013

Google now accounts for a quarter of all internet traffic in North America, according to new figures from analytics firm DeepField.

The figure was discovered by looking at the traffic source and destination of traffic across the edge routers of 110 US ISPs.

The data also reveals 62.28% of all internet-connected end devices, including featurephones consoles, home media appliances, smartphones and tablets, exchange data with Google during the course of an average day.

While Google remains the second largest internet service in terms of bandwidth behind Netflix, it is larger than Facebook, Netflix and Twitter combined in terms of end device and user audience share.

“By far the most striking change in Google’s Internet presence has come with the deployment of thousands of Google servers in Internet providers around the world,” DeepField chief executive Craig Labovitz says.

“With little press coverage or fanfare, Google has deployed (Google Global Cache) servers in the majority of US Internet providers. By comparison, we observed GGC deployments mostly in Asia, Africa and Latin America when we last did a large scale study in 2010.”

In the earlier 2010 survey, Google accounted for 6% of all internet traffic.