Google services account for nearly 25% of all internet traffic

"The diversified range of new products being built and provided by Google now make the company accountable for nearly 25 percent of all Internet traffic, up from a mere 6 percent just three years ago, according to a new study.
Based on measurements of end device and audience share, that makes the Internet company's reach larger than Facebook, Netflix and Twitter combined, according to Deepfield, a big data and Internet infrastructure research firm.
Some 60 percent of all Internet end devices exchange traffic with Google servers during the course of an average day, said Deepfield, which conducted the ongoing study. The analysis includes computers and mobile devices as well as hundreds of varieties of game consoles, home media appliances and other embedded devices like Apple TV, Roku, Xbox 360 and mobile apps.
Google buys speech recognition patents Symantec: Google Glass still vulnerable to Wi-Fi attack Chrome 28 on iOS bolsters browser's ties to Google app ecosystem.
The data focus primarily on North America and cover roughly one-fifth of the U.S. consumer Internet, making it "the largest ongoing study of its kind," the group said in a blog post.
Deepfield co-founder Craig Labovitz attributed the meteoric rise in traffic patterns to server growth at Google as well as the success of a range of products such as YouTube, which the company bought for US$1.65 billion in 2006, Android-based mobile devices and various Google cloud services like Google Drive."

Source:  Computer World UK, 23rd July 2013

Note - As it says, the data focusses primarily on the US