Introduction to AI Search and Chatbots
The way we search for information online is changing rapidly. With the rise of artificial intelligence (AI), search engines and chatbots are becoming more advanced, allowing us to find what we need more quickly and easily. Recently, BrightEdge, an Enterprise SEO platform, released new data that shows some interesting patterns in how people use AI search and chatbots.
Desktop Dominance in AI Search
One of the key findings in the BrightEdge data is that traffic to websites from AI chatbots and search engines is highest from desktop users. This is surprising, as you might expect mobile devices to be the most popular way to access these tools. However, the data shows that 94% of traffic from ChatGPT, a popular AI chatbot, originates from desktop apps, with only 6% coming from mobile apps.
Why Desktop Dominates
So, why do desktop users account for the majority of traffic from AI search and chatbots? One reason could be that desktop users are more likely to be using these tools for work or research, whereas mobile users are more likely to be browsing casually. Another reason could be the way that some AI chatbots, like ChatGPT, are designed. For example, ChatGPT’s mobile app requires an extra click to visit external sites, which may discourage mobile users from clicking through.
Google Search: The Outlier
Google Search is the only major AI search platform that sends more traffic via mobile devices than desktop. This could be due to the fact that Google Search is more widely used on mobile devices, or that mobile users are more likely to use Google Search for quick answers to questions.
The Impact of Apple on Search Marketing
Apple’s control over Safari, the default browser on nearly a billion devices, gives the company a significant amount of power over the search marketing landscape. If Apple were to change the default search engine in Safari away from Google, it could have a major impact on the amount of traffic that Google receives. In fact, BrightEdge notes that 58% of Google’s mobile traffic to brand websites comes from iPhones, making Apple a crucial player in the search marketing world.
Perplexity: A Potential Winner
If Apple were to switch the default search engine in Safari to Perplexity, a relatively new AI search engine, it could give Perplexity a significant boost in traffic and market share. This would be a major shake-up in the search marketing world, and would likely have significant implications for businesses and marketers.
Takeaways
Here are the key takeaways from the BrightEdge data:
- Desktop users account for the majority of traffic from AI search and chatbots
- Google Search is the only major AI search platform that sends more traffic via mobile devices than desktop
- ChatGPT’s mobile app design may discourage mobile users from clicking through to external sites
- Apple’s control over Safari gives the company significant power over the search marketing landscape
- Perplexity could be a potential winner if Apple switches the default search engine in Safari
Conclusion
The world of AI search and chatbots is rapidly evolving, and understanding how people use these tools is crucial for businesses and marketers. The BrightEdge data provides some interesting insights into the ways that people use AI search and chatbots, and highlights the potential impact of Apple’s control over Safari on the search marketing landscape. As the search marketing world continues to evolve, it will be important to keep an eye on these trends and adapt to the changing landscape.