Data from Deepfield, an analytics firm, indicated that Google took 25% internet traffic in North America. This significant traffic share placed Google ahead of its competitors. Google's traffic was large enough to beat combined traffic from Facebook, Instagram, and Netflix.

In addition, Deepfield's research showed that "60% of all internet devices connect with Google at least once on a daily basis." These devices included computers, mobile, game consoles, and other home media devices.

"While big data center construction projects and Google Fiber have dominated the headlines, far less attention has focused on Google's growing and pervasive dominance throughout the underlying Internet infrastructure and economy. For example, Google analytics, hosting, and advertising play some type of role in over half of all large web services or sites today based on our ongoing study..."

Deepfield's study used data from anonymized info provided by both browsers and all embedded devices. "We believe this is the largest ongoing study of its kind covering roughly 1/5 of the US consumer Internet," said Deepfield.