AI Search Referrals Surge on Desktop

Recent data has revealed that the majority of traffic referrals from AI-powered platforms such as Perplexity, Bing, and Gemini come from desktop users. In fact, over 90% of their referrals are generated via desktop devices, highlighting a clear usage trend among users of these services.

The findings come from BrightEdge, an enterprise-level SEO platform, which published fresh insights into the behaviour of major AI search engines and chatbot platforms. The report also points to a potential shift in the search landscape, particularly if Apple decides to move away from Google as the default search engine on its Safari browser.

Such a move by Apple could significantly disrupt current search traffic patterns and alter how users interact with AI search tools across devices.

Desktop AI Traffic Dominance

New insights from BrightEdge have revealed that desktop users account for the majority of website traffic generated by AI chatbots and search engines. Interestingly, the only major platform where mobile referrals outpace desktop is Google Search.

The data shows that a significant 94% of ChatGPT’s referral traffic comes from desktop, while just 6% originates from mobile devices. One possible explanation is that the ChatGPT mobile app displays a preview within the app itself, requiring users to click again to visit an external website. This extra step might be limiting mobile referrals compared to the more seamless experience on desktop.

However, this doesn’t fully explain why other platforms such as Perplexity, Bing, and Google Gemini also show such a high percentage of desktop traffic. It could be that people using these tools on desktop are typically working or conducting more in-depth research, while mobile users are engaging in lighter, more casual tasks. The fact that Google Search still sends more traffic via mobile might support this theory of different user contexts across platforms.

BrightEdge also explored the dominant role of Google, especially in mobile search. They reported that Google holds 89% of the total search market, and an even higher share—93%—on mobile. Notably, Apple devices account for 57% of Google’s mobile traffic directed to websites in the US and Europe.

With Safari as the default browser for around a billion users, any change Apple makes could significantly shift traffic patterns overnight. Apple’s new, platform-agnostic ‘Apple Intelligence’ AI tools could also influence how search works in future. Despite the popularity of generative AI apps on iOS, traditional mobile web search is still mainly routed through Google, thanks to its presence as Safari’s default search engine. This makes Safari one of the most valuable gateways in mobile search today.

BrightEdge also shared specific referral data from AI search and chatbot platforms:

Google Search: 53% mobile, 44% desktop
ChatGPT: 94% desktop, 6% mobile
Perplexity: 96.5% desktop, 3.4% mobile
Bing: 94% desktop, 4% mobile
Google Gemini: 91% desktop, 5% mobile

Apple May Play The Kingmaker?

As Apple’s Worldwide Developers Conference (WWDC) approaches, many are keeping a close eye on potential updates to the Safari browser. Given that Safari dictates the default search engine for nearly a billion devices worldwide, any change in this setting could significantly reshape the search engine landscape.

A shift in Safari’s default search provider could have major implications, altering the balance between the leading players in web search almost overnight.

According to Perplexity, such a change could particularly affect search marketing strategies. They highlight three key points:

iPhones account for 58% of Google’s mobile traffic directed to branded websites.
Safari continues to be the default browser for close to a billion users.
Apple has yet to fully integrate AI-powered search capabilities into its mobile web experience.

These factors suggest that Apple’s decisions around Safari and search integration could dramatically influence how users access information and which platforms see the most traffic in future.

Takeaways

The majority of search traffic generated by AI tools like ChatGPT, Perplexity, Bing, and Google Gemini currently comes from desktop users. This trend sets these platforms apart from Google Search, which remains an outlier by delivering most of its traffic via mobile devices.

A possible explanation for this difference lies in the way some apps are designed. For example, ChatGPT’s mobile app presents content within an in-app preview, meaning users must make an additional click to access external websites. This extra step may reduce the volume of mobile referrals.

Interestingly, this preference for desktop usage could reflect the way people interact with AI tools. Desktop users might be engaging with these platforms for more focused tasks like research or professional work, while mobile usage tends to be more casual and less referral-driven.

Another important factor in the evolving search landscape is Apple’s strong influence over mobile web browsing. Over 50% of Google’s mobile traffic to brand websites reportedly comes from iPhone users. With Safari installed as the default browser on almost a billion devices, Apple holds a commanding position.

This level of control means that any change Apple makes to Safari’s default search engine could have far-reaching consequences. Should Apple decide to swap Google for another provider, such as Perplexity, it could quickly shift market share in favour of new players in the AI search space.

With Apple yet to integrate AI-powered search into its mobile web experience, the company’s next steps are being watched closely. A potential announcement at its Worldwide Developers Conference (WWDC) could dramatically influence how search traffic is distributed across platforms.

Marketers and SEO professionals should pay close attention to any updates from Apple. A change in Safari’s search defaults might redefine the competitive dynamics of mobile search and significantly affect digital marketing strategies.