The news: Google’s Chrome browser hit a record 73.7% share of worldwide desktop browsing in September, according to StatCounter. That’s its strongest position yet and signals little room for competitors.
The best of the rest:
- Apple Safari sits at 5.7% on desktop, but its browser is stronger on mobile with 19.5%.
- Microsoft Edge is the biggest loser. Its desktop share slid from 13.8% in September 2024 to 10.4%—a 24.6% drop.
- Firefox holds 4.5% on desktop, while Opera hovers at 2.1%.
Google’s growth engine: A month after escaping a potential divestment, Chrome’s dominance is no blip.
In September 2024, Chrome carried 65.7% of global internet traffic across all devices, dwarfing Safari’s 18.2% and Edge’s 4.7%. The September surge reinforces Chrome as the universal gateway for search, advertising, and AI-powered browsing.
What affected the numbers: Microsoft’s Edge decline shows the danger of forcing browser adoption—heavy-handed promotion in Windows has backfired. While Europe allows users to uninstall Edge, most regions don’t, adding to confusion.
The software company’s aggressive push to embed Copilot AI into Edge may also be accelerating churn. Google started integrating Gemini into Chrome last month as a strategy to boost generative AI (genAI) use. Effects of that change have yet to be seen.
Zooming out: Chrome, Edge, and Safari are evolving from gateways to the web to platforms for search, productivity, and commerce powered by genAI.
Browsers that weave AI assistants seamlessly into the experience will capture more user intent—from shopping and search to productivity. Edge is fading just as AI could have been a driver for adoption.
Challenges ahead: The mobile browser market, which Chrome dominates at 71.0%, is facing a challenger in OpenAI’s ChatGPT. According to Sensor Tower, ChatGPT mobile users open the app 7.8 times per day, surpassing the top browsers and search engines. That’s up from 4.7 sessions in 2023 and is expected to grow as using chatbots for search becomes more prominent.
What brands should do next: Treat Chrome as the default hub for ad spend, search, and AI-enabled commerce by building campaigns that align with Google’s integrated ecosystem.
Safari merits a mobile-first strategy to reach iOS users, but the real growth lever is Chrome’s ability to unify discovery, personalization, and conversion for mobile and PCs in one place.