TLDR: Despite mobile’s overall dominance in web traffic, a new report reveals that over 90% of AI search referrals originate from desktop devices. This significant desktop skew, highlighted by data from BrightEdge, indicates a substantial untapped opportunity for mobile optimization in AI-powered search, particularly within the e-commerce sector.
A recent analysis by BrightEdge has unveiled a striking disparity in AI search traffic, with more than 90% of referrals stemming from desktop computers, largely overlooking mobile strategies. This trend stands in stark contrast to the broader internet landscape, where mobile devices typically account for the majority of web traffic.
The data, primarily from June 2025, indicates that major AI search platforms exhibit a strong desktop preference. For instance, ChatGPT.com sees 94% of its referrals from desktop, Perplexity.ai an even higher 96% (or 96.5% according to some reports), Bing at 94%, and Google Gemini also exceeding 90% desktop traffic. The notable exception is Google Search’s own AI features, which show a more balanced distribution with 53% mobile and 44% desktop referrals, suggesting Google is actively working on mobile AI integration.
Experts attribute this desktop dominance to several factors. AI search often involves complex queries and detailed interactions, which are more comfortably managed on larger desktop screens. Desktop users tend to engage in longer sessions, staying 53% longer than mobile users, and exploring content in greater depth. The expansive screen real estate on desktops is also more conducive to consuming AI Overviews, which take up 80% more screen space on desktop and appear 39% more frequently than on mobile, offering a more consistent formatting experience. Conversely, mobile AI searches often occur within apps, where in-app previews can limit or delay referrals to external sites, creating friction for users.
Jim Yu, CEO of BrightEdge, emphasized the critical need for marketers to adapt their strategies. “If marketers are not paying attention to how AI operates on different devices, they may be missing some key opportunities, especially in ecommerce,” Yu stated, highlighting the potential for significant gains by tailoring AI strategies to device context rather than solely focusing on keywords.
The shift towards AI-powered search also brings broader implications for organic visibility. According to an analysis by Amsive, the average Click-Through Rate (CTR) for queries triggering an AI Overview has decreased by 15.49%, with non-branded searches seeing an even sharper decline of 19.98%. However, branded searches show resilience, with an 18.68% increase in CTR when AI Overviews are present. The simultaneous appearance of AI Overviews and featured snippets can intensify competition, leading to a substantial 37.04% reduction in CTR. This phenomenon has been termed the “Great Decoupling” by Barry Schwartz of Seroundtable, where increased impressions in AI-powered SERPs do not proportionally translate into clicks, as user attention is often captured directly on the search results page.
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While AI traffic may bring more decisive users, studies suggest they behave differently, exhibiting higher bounce rates (4.1% more likely to bounce than traditional search visitors) and viewing fewer pages per visit (an average of 4 pages compared to 5.2 from traditional search). However, AI users do spend slightly more time on site, averaging 86 seconds compared to 78 seconds for traditional search traffic. This nuanced behavior underscores the need for marketers to refine their AI strategies to align with user intent and device preferences, ensuring they capitalize on the evolving search landscape.
