Google Inc (NASDAQ:GOOG) recorded a new internet record after the search engine giant accounts for the largest single share of internet traffic, according to Craig Labovitz, based on a study conducted by analytics firm Deepfield.


The study showed that Google Inc (NASDAQ:GOOG) accounts for 25% of all traffic from internet connected devices during an average day. According to the analytics firm, the study includes all computer and mobile devices as well as game consoles, home media appliances, and other embedded devices.

Deepfield emphasized that the device traffic share of Google Inc (NASDAQ:GOOG) is larger if the study only included computers and mobile devices. According to the analytics firm, the search engine giant’s device traffic share is bigger than the combined share of Facebook Inc (NASDAQ:FB), Netflix, Inc. (NASDAQ:NFLX) and Twitter.

Google growing faster than the internet

The study showed that Google Inc (NASDAQ:GOOG) is growing faster than the internet. In 2010, the search engine giant only represented 6% of internet traffic. But in his report, Labovitz noted that “the growing and pervasive and dominance” of the search engine giant throughout underlying internet infrastructure and economy is overlooked. According to him, Google analytics, hosting, and advertising contributes more than 50% of all the large web services, based on Deepfield’s on-going study.

In June, Deepfield found that the average rate of internet-connected devices that exchange traffic with Google Inc (NASDAQ:GOOG) infrastructures every 24-hours is 62.28% in North America.

Google Internet Traffic

Google’s attention to infrastructure paying off

The analytics firm noted that Google Inc (NASDAQ:GOOG)’s rapidly growing share in internet traffic was driven by the company’s deployment of thousands of its servers among internet providers worldwide. The search engine giant quietly deployed its servers to a majority of internet providers in the United States.

Google Inc (NASDAQ:GOOG) has been spending more than $1 billion every quarter for the improvement or expansion of its infrastructures. Google spokesperson Liz Markman said the improvement of Google’s servers enables  better delivery of content and services to consumers. It also improves the efficiency of streaming large data such as YouTube videos.

Deepfield’s report is based on an on-going large-scale study of internet backbone traffic collected from internet providers in North America.