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Mobile Analytics Report: February 2012 1
Mobile Analytics ReportFebruary 2012
1Q 2012 Highlights Mobile Video Subscriber Behavior
• The majority of total data traffic generated by iPhones and iPads – 83% – comes from three apps – Media Player, Safari and App Store/iTunes – at 47%, 21% and 15%, respectively.
• The average mobile data subscriber uses the Twitter app for under five minutes and spends nearly twice as long on Facebook. YouTube sessions are similar to Facebook sessions with an average time of 8.5 minutes.
• However, the average Facebook session generates only 120KB, while the average YouTube session produces over 40MB – nearly 350 times the data volume. This is a clear indication of the significant load that video places on mobile networks.
Mobile Advertising
• Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOS devices.
• Google is the dominant source of mobile data traffic generated by advertisements. DoubleClick, AdMob and AdSense are all owned by Google and generate an average of 75% of the total data produced by advertisements.
• As an indication of its richer media content, Apple iAd generates higher data volume per transaction than other advertising networks – more than double in most cases.
Network Impact
• Across geographies, video is now the leading driver of total data traffic on mobile networks at an average of 50%. In some networks, data volume due to video content is approaching 70%.
• Compared with 40% in 1Q 2011, this indicates an increase of 10 percentage points of video-driven data volume on mobile networks worldwide.
• The average Android tablet user generates twice the data volume produced by a comparable Android smartphone subscriber, while the typical iPad user generates three times the data volume produced by a comparable iPhone subscriber.
• A five-minute video at 360p resolution generates approximately 10-15MB of data traffic on the network.
• A five-minute video with high-definition quality on one of the latest LTE devices could generate as much as 75MB of traffic – five times that of a 360p video.
This report anonymously sources data traffic from a global cross-section of Bytemobile customers’ mobile networks and provides insight into the current state of the mobile ecosystem.
This special Mobile Analytics Report for the first quarter of 2012 provides insight into the
forces driving the explosion in smartphone and tablet usage, the resulting impact on mobile
networks, and ways in which mobile operators can leverage network intelligence for profitable
data revenue growth. The intent is to provide operators with real-world use cases for creating
intelligent policies to generate unique service differentiation and monetization opportunities.
MOBILE ANALYTICS REPORT
MOBILE ANALYTICS REPORT
Mobile Analytics Report: February 2012 2
Top 3 Apps Make Up Majority of iOS Usage
Network Impact Varies by App
Findings:
• The majority of total data traffic generated by iPhones and iPads – 83% – comes from three apps – Media Player, Safari and App Store/iTunes – at 47%, 21% and 15%, respectively.
• The most used app is Safari, which accounts for over 60% of transactions between the device and the network.
Findings:
• The average mobile data subscriber uses the Twitter app for under five minutes and spends nearly twice as long on Facebook. YouTube sessions are similar to Facebook sessions, with an average time of 8.5 minutes.
• However, the average Facebook session generates only 120KB, while the average YouTube session produces over 40MB – nearly 350 times the data volume. This is a clear indication of the significant load that video places on mobile networks.
• Facebook is one of the top destinations for mobile subscribers, generating more than 35% of total network transactions. However, Facebook accounts for a relatively low volume of data at approximately 5% of network traffic.
0%
20%
40%
60%
80%
100%
47%
21%
61%
5%
47%
21%
61%
15%
5%
Data Volume
iOS Impact
Transactions
Other Apps
YouTube
Maps
App Store/iTunes
Safari
Media Player
Time Spent by Mobile App
0 1 2 3 6 7 84 5
YouTube
Minutes per Subscriber Session
52% 33%
4.57
9.06
8.51
109
Data Volume by Mobile App
0 5 10 15 30 35 4020 25
YouTube
Megabytes per Subscriber Session
52% 33%
170 KB
40 MB120 KB
Mobile Network Impact of Facebook
Facebook Transactions,
36.20%
Other Transactions, 63.80%
Facebook Data
Volume, 6.43%
Other Data Volume, 93.57%
Mobile Analytics Report: February 2012 3
Dissecting the Mobile Advertising Ecosystem
Findings:
• Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOS devices.
• Google is the dominant source of mobile data traffic generated by advertisements. DoubleClick, AdMob and AdSense are all owned by Google and generate an average of 75% of the total data produced by advertisements.
• Google advertisements on Android devices and on iOS devices have relatively equal impact on the network.
• As an indication of its richer media content, Apple iAd generates higher data volume per transaction than other advertising networks – more than double in most cases.
Android Devices Generate More Ads
9%
91%
2%
98%
5%
95%
1%
99%
iOS Transactions
Android Data VolumeAndroid Transactions
iOS Data Volume
Ad Transactions
Non-Ad Transactions
Ad Volume
Non-Ad Volume
AdMob
-
2
4
6
8
10
12
14
16
Yahoo! MediaMillennial MediaiAdDoubleClickAdSense
Average Data Volume Generated per Ad Transaction
KB
yte
sMobile Ads Dominated by Google
0%
25%
50%
75%
100%
Android Ad Servers by Data Volume
Android Ad Servers by Transaction
iOS Ad Servers by Data Volume
iOS Ad Servers by Transaction
DoubleClick AdMob AdSense Other Ad Networks
Mobile Analytics Report: February 2012 4
Mobile Video Continues to Drive Data Traffic
Findings:
• Across geographies, video is now the leading driver of total data traffic on mobile networks at an average of 50%. In some networks, data volume due to video content is approaching 70%.
• Compared with 40% in 1Q 2011, this indicates an increase of 10 percentage points of video-driven data volume on mobile networks worldwide.
Dat
a V
olu
me
Bre
akd
ow
n b
y O
pe
rato
r
Mobile Data Tra�c Distribution
100%
75%
50%
25%
0%
Operator A Operator B Operator C Operator D
Video Web Other
69%
18%
13%
48%
32%
20%
43%
41%
15%
49%
35%
16%
50% of
Mobile Data Tra�c
is Due to Video
4
3.5
3
2.5
2
1.5
1
0.5
0
Dat
a V
olu
me
Mu
ltip
le
2x Android Phone
Average Android Phone Data Volume/Day
Data Volume: Phone vs. Tablet
Average iPhoneData Volume/Day
3x iPhone
Average Android TabletData Volume/Day
Average iPad Data Volume/Day
3
2.5
2
1.5
1
0.5
0
Dat
a V
olu
me
Mu
ltip
le
Findings:
• On average, tablets generate 2-3 times the data volume that smartphones do.
• The average Android tablet user generates twice the data volume produced by a comparable Android smartphone subscriber, while the typical iPad user generates three times the data volume produced by a comparable iPhone subscriber.
Mobile Data Volume: Smartphones vs. Tablets
Mobile Analytics Report: February 2012 5
Findings
• Currently, the majority of video served over mobile networks is 360p resolution or less.
• At 360p resolution, a five-minute video generates approximately 10-15MB of data traffic on the network.
• Android subscribers tend to request lower-resolution videos – typically 240p – more often than those with iOS devices; laptop subscribers are least likely to request 240p and other lower-resolution videos.
• As expected, requests for lower-resolution video generate lower data volume than requests for higher-resolution video. Although the majority of iPhones and Android devices request low-resolution video most of the time, it is the few requests for higher-resolution video that have the greatest impact on network capacity.
• A five-minute video with high-definition quality on one of the latest LTE devices could generate as much as 75MB of
traffic – five times that of a 360p video.
Video Volume by Resolution
720p
480p
360p
240p
100%80%60%40%20%
Jan-12
0%
Jan-11
41%
Video Requests by Resolution
Laptop AndroidiPhone
720p+
720p
480p
360p
240p
100%
75%
50%
25%
0%
29%
15%
73%
85%
11%
5%
Video Volume by Resolution
Laptop AndroidiPhone
720p+
720p
480p
360p
240p
100%
75%
50%
25%
0%
26%
44%
21%
35%
12%
Resolution = Traffic
Mobile Analytics Report: February 2012 6
Less Video Stalling = Better QoE
Bytemobile, the Bytemobile logo, Smart Capacity, and Smart Capacity at the Core are trademarks, service marks and/or registered trademarks of Bytemobile, Inc. in the United States and other countries. All other trademarks, service marks and product names used herein are the property of their respective owners.
Copyright © 2012, Bytemobile, Inc. All rights reserved. This document is provided for information purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor is it subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this document, and no contractual obligations are formed either directly or indirectly by this document. This document may not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior written permission.
email: [email protected] www.bytemobile.com twitter.com/bytemobile
Findings• On average, optimization reduces video stalling by 50%, thus improving the user’s quality of experience (QoE).
This special report is a collaborative effort between Bytemobile and its partner, Amethon, and leverages each company’s analytics tools for understanding subscriber usage of mobile devices to interact with websites and content.
About Amethon Solutions
Amethon Solutions provides mobile web analytics and content tracking solutions to mobile operators, content publishers and mobile marketing agencies with a key focus on smartphone and mobile applications. Customers include tier-one operators in Europe, Asia Pacific and the Middle East, as well as some of the world’s premier marketing agencies and content publishers. To learn more, visit: www.amethon.com.
Bytemobile – Smart Capacity at the CoreTM
Bytemobile’s Smart Capacity™ platforms give mobile operators more control of existing network resources to manage escalating subscriber demand for capacity due to video and other bandwidth-intensive content and applications. By deploying these platforms in the mobile network, operators can defer costly network capital expenditures and control operating expenses, while improving revenue growth and profitability. The company’s network intelligence solution, Smart Capacity Mobile Analytics, is used to deliver Bytemobile’s quarterly Mobile Analytics Report. Bytemobile’s technology has been deployed with over 130 operators in more than 60 countries, including 8 of the world’s top 10 tier-one carriers. To learn more, visit
www.bytemobile.com.
0%
20%
40%
53%
60%
37%
8%
16%
Operator A
Percentage of Mobile Videos Stalling
Operator C
24%
31%
With OptimizationWithout Optimization
Operator B
% o
f V
ide
os
Stal
ling
