As AI-powered search continues to revolutionize the way we interact with information online, a recent report has shed light on an intriguing trend. Despite mobile's dominance in web traffic, a staggering 90% of AI search referrals are coming from desktop devices.
The data, courtesy of BrightEdge, reveals that while mobile users remain an untapped opportunity, especially in ecommerce, the majority of AI search traffic is currently driven by desktop users. This presents a crucial opportunity for marketers to optimize their AI strategies for both desktop and mobile devices.
Why Mobile Matters
While mobile may not be the primary driver of AI search referrals at present, its potential impact on ecommerce and beyond cannot be overstated. In fact, AI Overviews on mobile appear 3x more often than on desktop for ecommerce queries, with greater format variability to boot. This suggests that mobile users are increasingly seeking out AI-driven solutions for their shopping needs.
The Numbers Don't Lie
Google Search stands out as the exception to this trend, sending a significant 53% of its AI search referrals from mobile devices compared to 44% on desktop. Other notable players in the AI search game, such as ChatGPT.com and Perplexity.ai, are still largely desktop-centric, with 94% and 96% of their referrals coming from desktop devices respectively.
What's Holding Back Mobile Referrals?
So, why is mobile lagging behind in terms of AI search referrals? One key factor may be the way that users interact with AI-powered apps on their mobile devices. In-app previews can make it difficult for users to leave the app and visit an external site, limiting referrals. Additionally, referrals may be delayed or limited when AI searches occur within mobile apps.
The Road Ahead
As marketers look to capitalize on the growing potential of AI in mobile apps, it's clear that device context will play a critical role. According to BrightEdge CEO Jim Yu, "If marketers are not paying attention to how AI operates on different devices, they may be missing some key opportunities, especially in ecommerce." By designing AI strategies with both desktop and mobile devices in mind, marketers can unlock the full potential of AI-powered search and stay ahead of the curve.
The Full Report
For a comprehensive look at the state of AI in mobile apps, check out The Open Frontier of Mobile AI Search report. As always, we remain committed to providing high-quality coverage of marketing topics here at Search Engine Land.