Data center consolidation runs rampant: Google alone accounts for 6% of Web traffic, claims Arbor data center study

While it used to be common for every enterprise to have its own data center for delivering and receiving Web traffic, a new study from security vendor Arbor Networks suggests that this is no longer the case.

In its Internet Observatory report, Arbor notes that consolidation of content providers has led to the rise of "a small number of very large hosting, cloud and content providers" that generate and consume an estimated 30% of all Internet traffic. For instance, Arbor estimates that Google alone accounts for 6% of all Internet traffic in the world.

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Arbor Chief Scientist Craig Labovitz says that there are several reasons for this migration of traffic...