Google has set a new Internet record. Twenty-five percent of all Internet traffic in the U.S. on average involves Google, according to a new study by Deepfield published this week. This is up from 6 percent in 2010 when a similar study was conducted.
Deepfield cites the deployment of thousands of Google servers as the most significant change since 2010. Google Global Cache, a content delivery platform reaching more than 100 countries, now has servers in the majority of U.S. Internet providers, according to Deepfield.
Deepfield's findings show 60 percent of all Internet end devices and users exchange traffic with Google servers during the course of an average day, including "computers and mobile device as well as hundreds of varieties game consoles, home media appliances and other embedded devices."
Deepfield noted that Google's device share is actually much larger when concentrating solely on computers and mobile devices.
The study showed Google was rivaled in bandwidth by only one: Netflix. "But Netflix peaks last only for a few hours each evening during prime time hours and during Netflix cache update periods in the early morning," Deepfield said.
What's more, Deepfield stated that Google Analytics, hosting and advertising played some type of role "in over half of all large web services or sites today."
Deepfield said its ongoing study is different than "web bug-based" measurements like Alexa and comScore because it uses core Internet infrastructure like routers and includes traffic from browsers and devices like Apple TV, Roku, Xbox 360, mobile apps and so on.
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