Desktop AI Search Dominates Referral Traffic: BrightEdge Report
New data from the BrightEdge Enterprise SEO platform reveals desktop computers are the primary source of website traffic referrals from AI search tools like ChatGPT, Perplexity, Bing, and Google Gemini. This contrasts sharply with traditional search engines like Google Search, where mobile devices still generate the majority of traffic.
Desktop vs. Mobile AI Search Trends
BrightEdge data shows a significant disparity between desktop and mobile AI search traffic:
- ChatGPT: 94% desktop, 6% mobile
- Perplexity: 96.5% desktop, 3.4% mobile
- Bing: 94% desktop, 4% mobile
- Google Gemini: 91% desktop, 5% mobile
Google Search remains the outlier, with 53% of referral traffic coming from mobile and 44% from desktop.
Several factors may contribute to this trend. BrightEdge suggests ChatGPT's mobile app design, which requires an extra click to access external websites, may hinder mobile referrals. Additionally, desktop users might be engaging in more research-intensive tasks compared to mobile users.
Apple's Safari and the Future of Search
BrightEdge highlights Apple's potential to disrupt the search landscape. With Safari the default browser on nearly a billion devices, mostly iPhones (accounting for 57% of Google's mobile traffic to US and European brand websites), any change to its default search engine could dramatically shift traffic patterns.
“While Google maintains an overwhelming market share in overall search (89%) and an even stronger position on mobile (93%), its dominance is particularly crucial in mobile web search. ... This makes Apple’s control of Safari the most valuable real estate in the mobile search landscape.” - BrightEdge
If Apple integrates its own AI-powered search or switches to a different provider like Perplexity, the impact on search marketing could be substantial.
Key Takeaways for Search Marketers
- Desktop Dominance: AI search traffic predominantly originates from desktop devices.
- Google's Mobile Focus: Google Search remains mobile-first, unlike other AI search platforms.
- Apple's Influence: Apple's control over Safari gives it significant power to reshape the search market.
- WWDC Implications: Announcements at Apple's Worldwide Developers Conference (WWDC) regarding Safari's search engine could have far-reaching consequences.
For more detailed insights, read the full BrightEdge report:
