In a new report on its blog , network security firm Arbor Networks has revealed that the giant Google now amazingly represents 6.4 per cent of total global internet traffic through its sites Google Search, YouTube, Orkut, Adwords, Analytics and Gmail. Arbor Networks also added that if Google were an ISP (Internet Service Provider), it would be the second largest ISP in the world. “Keep in mind that these numbers represent increased market share — Google is growing considerably faster than overall Internet volumes which are already increasing 40-45 per cent each year,” the company explained.
Arbor’s Craig Labovitz also said that Google had direct peering from more than 70 per cent of ISPs worldwide which is a growth of 5-10 per cent over last year. He went even further and said: “In fact, the only remaining major group of ISPs without direct Google peering are several of the tier 1s and national PTTs — many of whom will not settlement-free peer with Google due to regulatory prohibitions or commercial strategy.”
What do all these numbers mean? That the Internet is growing fast, but Google is growing even faster. For Google to increase to 6.4 per cent of all internet traffic is a new record. Google has gained more than 1% of all Internet traffic share since January 2010. Now, only one global ISP handles more traffic, and a lot of that traffic is – unsurprisingly – Google’s traffic. However, Google’s share may be even larger, possibly up to 8% to 12%, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. Google plans to go even further by investing heavily in social media alternatives in 2011. With this move, do not be surprised if these numbers grow even bigger next year.