BrightEdge, a leading enterprise SEO platform, has released new data highlighting how desktop users dominate AI-driven search referrals. The findings also point to Apple’s potential to disrupt the search landscape if it changes its default search engine in Safari. This shift could impact your digital marketing strategy, especially as AI search tools grow in popularity. Understanding these trends is key for businesses aiming to boost their online presence with partners like Cyberset.
AI Search Drives Desktop Traffic
BrightEdge’s latest data reveals that most traffic from AI chatbots and search engines comes from desktop users. The only exception is Google Search, which drives more traffic from mobile devices than desktops. This trend is important for brands focusing on search engine optimization and content marketing.
For example, 94% of ChatGPT’s referral traffic comes from desktop apps, while only 6% is from mobile. This may be because ChatGPT’s mobile app shows a preview within the app, requiring users to click again to reach an external site. This extra step creates a bottleneck for mobile referrals, a challenge businesses should consider when planning social media marketing and email marketing campaigns.
Other AI search tools, like Perplexity, Bing, and Google Gemini, also see most of their referral traffic from desktop users. This suggests that people may use desktop devices for more research-heavy or business-related tasks, while mobile use is often more casual. In contrast, Google Search stands out by sending more traffic from mobile devices, hinting at different user behaviors across platforms.
Key AI Search Traffic Stats
- Google Search: 53% mobile, 44% desktop referrals
- ChatGPT: 94% desktop, 6% mobile referrals
- Perplexity: 96.5% desktop, 3.4% mobile referrals
- Bing: 94% desktop, 4% mobile referrals
- Google Gemini: 91% desktop, 5% mobile referrals
These numbers show a clear divide. If your business relies on AI search traffic, optimizing your website for desktop users is crucial. Cyberset’s website design and professional custom website development services can help ensure your site performs well across all devices.
Apple’s Role in Search Traffic
Apple’s control over Safari, the default browser on nearly a billion devices, gives it a unique position in the search market. BrightEdge’s report notes that Apple phones account for 57% of Google’s mobile traffic to US and European brand websites. If Apple changes its default search provider, it could shift millions of search queries overnight, impacting brands and marketers everywhere.
Apple’s recent moves, such as the introduction of Apple Intelligence, suggest the company is exploring new AI-powered search options. However, mobile web search remains largely under Google’s control due to Safari’s default settings. Any change here could shake up the landscape for local internet marketing and national campaigns alike.
What’s at Stake for Marketers?
- Desktop Dominance: Most AI search referrals come from desktop users, not mobile.
- Google’s Mobile Edge: Google Search is the only major AI tool with more mobile referrals.
- Mobile Bottlenecks: In-app previews on ChatGPT’s mobile app limit external site visits.
- Apple’s Influence: Over half of Google’s mobile traffic comes from Apple devices.
- Safari’s Power: With Safari as the default browser, Apple controls access to mobile web search for nearly a billion users.
- Potential Shifts: If Apple switches Safari’s default search to another provider, the balance of search traffic could change overnight.
- WWDC Watch: Marketers should monitor Apple’s announcements, as changes could impact search and pay per click marketing strategies.
How to Prepare Your Business
Given these trends, it’s crucial to optimize your digital presence for both desktop and mobile users. Start by ensuring your website is fast, responsive, and user-friendly. Cyberset offers WordPress web design and ecommerce website development to help your business stand out.
Next, focus on creating high-quality, relevant content. AI search tools favor sites with clear, authoritative information. Cyberset’s content marketing services can help you build trust and attract more visitors.
Don’t overlook the power of targeted outreach. Combine email marketing with social media marketing to engage your audience and drive repeat traffic. These channels can help you stay connected, even as search trends shift.
Stay Ahead with Cyberset
The search landscape is changing fast. With desktop AI search leading the way and Apple’s next move on the horizon, businesses must adapt. Partnering with Cyberset ensures your brand stays visible and competitive, no matter how the digital world evolves.
From SEO to PPC marketing, custom website development, and more, Cyberset has the expertise to help you grow. Stay informed, stay agile, and make the most of every opportunity in AI-powered search.
