Here’s How Apple Is Winning the Web

More than a third of all web traffic on major mobile, laptop, and desktop platforms now comes in the form of a search query. Research of web impressions across various platforms and software by advertising network Chitika found that 36 percent of all traffic is now devoted to searches, with Apple’s (NASDAQ:AAPL) mobile iOS and computer software leading all other platforms in search query percentages.

Chitika says this proves Apple has made the most headway into the consumer market, since regular consumers are more likely to drive search queries than those using browsers for professional purposes, such as developers or enterprise users.

More than half, or 54 percent, of all web traffic on Apple’s mobile operating system initiates an Internet search, while searches on Google’s (NASDAQ:GOOG) Android mobile software form 43 percent of all user activity. Apple desktops and laptops trail iOS with a 48 percent rate of search traffic. Only 32 percent of web traffic on Microsoft’s (NASDAQ:MSFT) Windows platform is dedicated to searches. Linux, favored by developers, sees the smallest number of searches at 14 percent.

Chitika’s analysis of geographically localized content found that 36 percent of all searches on the iOS platform were dedicated to local results, while Android came in at 28 percent. Mobile unsurprisingly did better at local searches than desktop or laptop systems, with Mac and Windows clocking 23 percent and 19 percent local searches, respectively.

Chitika’s results can help marketers better plan search engine marketing and other web initiatives.