MOVR Mobile Overview Report July-September 2014

The first step in a great mobile experience The first step in a great mobile experience Executive Summary – Asia, N. America, Europe

Asia N. America Europe

Form Factor 6% 77% 17% 2% 65% 33% 2% 58% 40% feature tablet

Top 5 Galaxy S4 6% Apple iPhone 5S 13% Apple iPhone 5 8% … 6% Apple iPhone 5 12% 8% Samsung Galaxy… 6% Apple iPhone 4S 8% Apple iPhone 5S 8% Apple iPhone 5 5% III 7% Apple iPhone 4S 7% Apple iPhone 5S 4% Samsung Galaxy S4 7% Samsung Galaxy S III 5%

Top 5 Apple iPad Mini 12% Apple iPad 2 24% Apple iPad 2 15% Tablets Apple iPad 3 10% Apple iPad 4 15% Apple iPad Mini 12% Apple iPad 4 10% Apple iPad Mini 13% Apple iPad 4 12% Apple iPad Air 8% Apple iPad Air 12% Apple iPad Air 10% Apple iPad 2 8% Apple iPad 3 11% Apple iPad 3 8%

Smartphone OS 77% 14% 9% 54% 44% 2% 62% 28% 8%

Android iOS Windows Phone OS RIM OS Smartphone Diagonal Size 2%7% 48% 42% 5% 17% 57% 20% 3% 17% 57% 23% 2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0 inches Tablet Diagonal Size 45% 7% 36% 10% 27% 2% 63% 7% 31% 4% 47% 18%

7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0 inches MOVR Executive Summary – S. America, Africa, Oceania

S. America Africa Oceania

Form Factor 9% 73% 18% 20% 67% 14% 0.2% 58% 42%

feature smartphone tablet

Top 5 17% Samsung Galaxy S4 12% Apple iPhone 5 21% Smartphones Samsung Galaxy S4 5% Y220-U00 9% Apple iPhone 5S 17% Samsung Galaxy S III 4% Lumia 520 5% Apple iPhone 4S 9% Samsung Galaxy S4… 3% Samsung Galaxy S4… 5% Samsung Galaxy S4 8% Samsung Galaxy S III… 3% Alcatel One Touch… 4% 5%

Apple iPad 2 13% Samsung Galaxy Tab… 13% Apple iPad 2 23% Top 5 Apple iPad 4 9% Samsung Galaxy Tab… 8% Apple iPad 4 19% Tablets Apple iPad 3 7% Apple iPad 2 7% Apple iPad 3 16% Samsung Galaxy Tab… 7% Apple iPad 4 6% Apple iPad Mini 13% Apple iPad Mini 7% Samsung Galaxy Tab… 6% Apple iPad Air 13%

Smartphone OS 86% 7% 7% 80% 4%11% 37% 56% 7%

Android iOS Windows Phone OS RIM OS Smartphone 2%14% 70% 13% 15% 15% 40% 28% 0.5%15% 63% 22% Diagonal Size 2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0 inches Tablet 44% 9% 34% 13% 36% 3% 22% 39% 20% 1% 70% 8% Diagonal Size

7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0 inches

MOVR 3 Report Specifications

• Purpose of Report Included Excluded – ScientiaMobile has published MOVR to provide the mobile Web • Smartphones • Desktops and laptops community with timely information on mobile Web device • Tablets • Smart TV usage. • Feature • Game Consoles – We hope to stimulate interest in mobile device trends, device Phones • Apps capabilities, and tools for analyzing and managing device • Robots fragmentation. • Sources of Data and Filtering – The information in this report is based on a representative sample of a larger data set. The sample size is 2.5 billion requests from April 2014 to end of September 2014. – MOVR focuses on mobile devices, consisting of smartphones, Definitions tablets, and feature phones. • What is a Hit? Each time a user visits a Web page and a UA is – While the dataset includes desktops, laptops, smart TVs, game generated and tested by WURFL (through a number of consoles, apps, and robots, we have excluded them, unless mechanisms), a “hit” is recorded in the ScientiaMobile otherwise noted dataset. All data reported in MOVR reflects hits, not the – We have used an Equivalent Weighted Sites (EWS) count of physical devices generating the hit. methodology that indexes the traffic at each site and assigns an equal weight to each site. • What is a smartphone? A smartphone must meet several criteria, including that it should be a wireless device, have a – Samples sizes for Africa and Oceania are small enough that we have a low level of confidence that these figures are touch screen with horizontal resolution greater than or equal representative. However, the source data from these to 320px, and not be considered a tablet. continents continues to grow. Over time, we will improve the quality of these figures. In the meantime, we feel that more • What is a tablet? Criteria for a tablet include: a wireless information is better than less for people looking for insights in device, larger than 6”, and running a mobile or tablet OS. One these continents. exception is that a full version of Windows on running on a – To download the data files supporting MOVR, or subscribe to tablet is considered to be a laptop. future publications of MOVR, please visit us at www.scientiamobile.com/page/movr-mobile-overview-report

MOVR 4 Definitions (continued) About WURFL

• What is a feature phone? It is a wireless device that falls into one • ScientiaMobile uses its WURFL products to collect and analyze of the three categories: classic feature phones, modern feature the device intelligence contained in the MOVR report. WURFL is phones, and old smartphones a Device Detection Repository (DDR) that integrates an API and XML to provide an always-updated source for detecting devices – Classic feature phone: Typically a bar, slide or clamshell and their capabilities. For more than 10 years, WURFL has been form factor with limited possibilities to install apps and a the industry standard for device detection. Today, proprietary OS. Other criteria include a physical keyboard ScientiaMobile offers a number of WURFL products to suit a and a low price range. Examples are Nokia Series 30 and 40 range of needs, from small developers to large enterprises. or devices. • WURFL OnSite and WURFL InFuze provide businesses with high – Modern feature phone: These phones also have a low price performance server-side device detection solutions. range. They are “smartphone-like”, but targeted at the classic feature phone market. They may have a smartphone • WURFL Cloud provides an always-updated, low-maintenance OS. They borrow features from classic feature phones, such approach to device detection. as size or screen size. Examples are Nokia Asha series or • WURFL.js and WURFL.js Business Edition provide front-end Samsung Galaxy Pocket. developers with access to the power of device detection through – Old smartphones: These smartphones are older than 3 years javascript snippets. and were high-end devices when launched. Classic • WURFL InSight provides business intelligence analysts with a Blackberry devices and Symbian-based devices fall in this table-based device detection tool that will integrate easily with category. Likewise, more recent devices with a touch screen, data analysis tools. but with older hardware or older versions of Android, iOS or Windows Phone also fall in this category.

MOVR 5 Comparison of Continents

6 Webviews from App Traffic

• Hits from browsers embedded in Apps ( App Webviews) are excluded from most MOVR analysis to focus on Mobile Web traffic. • However, for every ~4.5 mobile browser hits, there is one webview from a browser embedded in an App. This trend has implications for developers and advertisers. • Of the App webviews, 36% comes from Apps running iOS, and remainder (64%) is from Android.

Mobile Browser vs. Webviews from Apps App Webviews by

iOS 36% Mobile Browser Hits Webviews 87% from Apps 13% Android 64%

Source: ScientiaMobile Note: These figures do not reflect an EWS methodology MOVR 7 Ratio of Browser vs. App Webview by OS by Continent

• Most of the App Webviews come from social media apps (e.g. Facebook, , Pinterest). • While iOS represents a smaller total pool of devices relative to Android, iOS generates a higher frequency of App webviews in all continents except Asia.

Sources of App Webviews App Webview Frequency by OS

43% South America 18% 1% 81% South America 3%

14% Oceania 26% 1% 72% Oceania 8%

18% North America 46% 3% 9% 42% North America 7%

9% iOS Europe 67% 2% 31% Europe 7% Android

22% Asia 1% 60% 9% 3% 27% Asia 29%

16% Africa 38% 3% 57% Africa 12%

DaumApps Facebook NAVER Pinterest App Webviews/Total OS Views Twitter Weibo Zite other Source: ScientiaMobile MOVR 8 Form factor

Feature Phones • Africa (20%) and S. America (9%) show this largest S. America 9% 73% 18% penetration of feature phones. 0.2% Smartphones Oceania* 58% 42% • All continents are over 50% smartphone penetration, showing that the dominance of the smartphone form factor. 2% • Asia (77%) and South America (73%) lead usage. • North America (65%) and Europe (58%) usage is lower, N. America 65% 33% primarily because of their higher penetration of tablets. 2% Tablets Europe 58% 40% • North America (33%) and Europe (40%) exhibit a high amount of tablet traffic.

• Asia still exhibits relatively low proportion of hits from Asia 6% 77% 17% tablets (17%), but it is on the rise.

Africa* 20% 67% 14%

feature smartphone tablet

*Oceania and Africa reflects a small sample size MOVR 9 Form Factor Trends

• Tablet growth in Asia is proceeding, but it remains small in comparison to Europe and N. America. In many ways, the Asian preference for larger smartphones may provide a substitute for tablets. • S. America is showing a drop in feature phones and growth in smartphones.

Africa Asia Europe N. America Oceania S. America 100% 14% 16 17 17% 18% 90% 21% % % 35 33 tablet 40 80% 43 % % 45 42 % % % % 70%

60% 67% 50% 63% 69% smartphone 78 77 73% % 40% % 64 65 55 58 % 30% % 55 58 % % % % 20%

10% 20% feature 17% 14% 9% 6% 6% 0.2 0.2 0% 2% 2% 2% 2% % % Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3

Source: ScientiaMobile MOVR 10 Smartphone Manufacturers

• Samsung and Apple continue to be the #1 and #2 manufacturers in most continents, together generating over 50% and in some cases over 70% of traffic. • Nokia, LG, Motorola, HTC, , Huawei, and Blackberry individually rarely account for over 15% of hits in most continents. 0.5% South America 31% 7% 10% 7% 7% 1.1% 29% 3%

0.5% 0.4% 0.1%

Oceania 27% 56% 2% 6% 2% 4%

0.9% 0.8% 0.5% North America 28% 44% 11% 2% 5% 5%

2% 1.5%

Europe 36% 28% 6% 8% 7% 5% 1.3%

1.0% 0.5%

Asia 41% 13% 8% 8% 8% 5% 0.8%

0.2%

Africa 42% 4% 2% 11% 9% 2% 12% 5%

Samsung Apple LG Nokia Sony HTC Motorola Huawei BlackBerry

Source: ScientiaMobile MOVR 11 Manufacturer Trend

• Samsung and Apple continue to grow share in Asia at the expense of smaller manufacturers. • In Europe and N. America, Apple shows a small drop, with LG, Samsung, and Sony (Europe only) growing share. • Motorola and Nokia are growing in S. America, while Samsung drops.

Manufacturer Africa Asia Europe North America Oceania South America

Apple -0.55% 2.29% -2.24% -2.00% -0.08% 0.89%

BlackBerry 1.69% -0.14% -0.35% -0.21% -0.06% -0.08%

HTC -0.38% -2.12% -0.23% -1.25% 0.00% -0.25%

Huawei 4.65% -0.11% 0.09% 0.06% -0.19% -0.03%

LG 0.39% 0.71% 0.22% 1.66% -0.06% -0.83%

Motorola 0.10% 0.20% 0.22% -0.54% 0.10% 1.85%

Nokia -6.21% -0.74% 0.09% -0.05% -0.03% 4.57%

Samsung -5.43% 2.33% 0.93% 1.97% 0.57% -5.94%

Sony 0.84% -2.25% 1.40% -0.04% 0.00% 0.53%

Source: ScientiaMobile High Growth High Reduction MOVR 12 Tablet Manufacturers

• Apple continues to dominate the tablet form factor, with over 60% of hits in most continents. • Samsung is the #2 manufacturer, with 20-30% of hits in S. America and Asia. • , , , , and Acer cumulatively account for less than 15% of hits in most continents.

0% 1% South America 42% 41% 2%

0.1% 0.4% Oceania 88% 7% 2%

0.5% North America 79% 9% 2% 4%

2% Europe 62% 23% 5% 2%

0.2% 3% Asia 53% 25% 11%

0.1% 2% Africa 27% 48% 3%

Apple Samsung Asus Amazon Acer

Source: ScientiaMobile MOVR 13 Tablet Manufacturer Trends

• Tablet share by manufacturer is relatively steady, with Apple and Samsung maintaining their sizeable leads.

manufacturer Africa Asia Europe North America Oceania South America

Acer 1.1% 1.3% 0.0% -0.1% 0.0% -0.5%

Amazon -2.1% -0.1% -0.4% 0.6% 0.0% -0.1%

Apple 11.3% 0.3% -0.9% 2.6% -0.6% 1.6%

Asus 1.5% -0.8% -1.0% 0.1% -0.8% -1.3%

HP 0.1% 0.1% 0.0% -0.2% -0.1% 2.0%

Huawei 1.4% -0.9% 0.0% 0.0% 0.0% 0.0%

LENOVO -14.8% -0.3% 0.2% 0.0% 0.1% -0.4%

Microsoft 0.1% -0.2% 0.0% 0.1% 0.1% 0.0%

Samsung 1.0% 0.4% 1.9% -2.7% 1.1% -1.0%

Sony -1.6% 0.1% 0.2% 0.0% 0.0% 0.5%

Source: ScientiaMobile High Growth High Reduction MOVR 14 Top Smartphones • Across six continents, the combined list of top 10s generates only 24 devices, showing a consensus in popularity. • Recent Apple and Samsung Galaxy models are popular across all continents. • Some devices show strength on certain continents: Moto G (S. America); Nokia Lumia 520 (Asia , S. America); Huawei Y220- U00 (Africa); Blackberry Curve 9320 (Africa), Alcatel One Touch Pixi (Africa).

Top Smartphones Africa Asia Europe North America Oceania South America Alcatel One Touch Pixi 4007X 4.2% 0.0% 0.0% 0.0% 0.0% 0.0% Apple iPhone 4 0.3% 1.0% 3.7% 2.7% 3.7% 0.9% Apple iPhone 4S 0.6% 2.5% 6.5% 7.5% 9.0% 1.6% Apple iPhone 5 1.3% 4.9% 8.4% 12.4% 20.9% 1.8% Apple iPhone 5C 0.2% 0.6% 1.4% 5.4% 3.3% 0.5% Apple iPhone 5S 1.2% 4.5% 7.6% 13.2% 16.6% 1.7% Apple iPhone 6 0.0% 0.1% 0.4% 1.7% 2.1% 0.0% HTC One 0.2% 1.5% 1.4% 1.0% 2.1% 0.5% Huawei Y220-U00 9.0% 0.0% 0.0% 0.0% 0.0% 0.0% LG Optimus L5 II 0.1% 0.0% 0.3% 0.1% 0.0% 2.4% Motorola Moto G 0.2% 0.4% 0.9% 1.0% 0.3% 16.9% Motorola 0.0% 0.1% 0.0% 0.7% 0.0% 3.3% Motorola RAZR D1 0.0% 0.0% 0.0% 0.1% 0.0% 2.3% Nokia Lumia 520 5.3% 3.1% 2.8% 0.3% 2.0% 3.1% RIM BlackBerry Curve 9320 2.5% 0.0% 0.5% 0.0% 0.0% 0.1% 3.4% 5.7% 2.0% 2.7% 2.1% 0.8% Samsung Galaxy Note II 1.2% 5.8% 1.4% 1.3% 1.3% 0.5% Samsung Galaxy S III 3.7% 4.1% 5.3% 7.1% 2.3% 3.9% Samsung Galaxy S III Mini 3.6% 0.7% 3.1% 0.6% 0.2% 3.3% Samsung Galaxy S4 11.7% 6.5% 8.0% 6.7% 7.9% 5.3% 4.8% 0.5% 2.7% 0.5% 0.8% 3.4% Samsung Galaxy S5 3.8% 1.8% 2.7% 3.7% 4.9% 1.6% L 0.3% 0.4% 0.6% 0.1% 0.0% 2.6% SonyEricsson Xperia Z 1.1% 1.8% 1.5% 0.2% 0.9% 0.2%

MOVR High Share Low Share Source: ScientiaMobile 15 Smartphone Trends • In N. America and Europe, the Apple iPhone 5 has seen a sizeable drop, but the iPhone 5C and iPhone 6 picked up most of that drop. • The Samsung S5 has also grown substantially across most continents.

Smartphone Trends Africa Asia Europe North America Oceania South America Alcatel One Touch Pixi 4007X 3.35% 0.00% 0.00% 0.00% 0.00% 0.00% Apple iPhone 4 -0.03% 0.31% 0.45% 0.31% -0.86% 0.27% Apple iPhone 4S -0.14% 0.45% -0.44% 0.23% -2.45% 0.25% Apple iPhone 5 -0.33% -0.05% -4.86% -5.93% -2.36% -0.02% Apple iPhone 5C 0.10% 0.36% 0.14% 3.27% 2.21% 0.21% Apple iPhone 5S -0.22% 0.25% -1.60% -1.61% 0.28% 0.17% Apple iPhone 6 0.03% 0.08% 0.36% 1.66% 2.05% 0.02% HTC One -0.30% -0.28% -0.21% 0.07% 0.05% -0.11% Huawei Y220-U00 5.62% 0.00% 0.01% 0.00% 0.00% 0.00% LG Optimus L5 II -0.05% -0.01% 0.02% -0.01% -0.01% -0.13% Motorola Moto G 0.15% 0.08% 0.20% 0.16% 0.04% 2.96% Motorola Moto X 0.00% 0.04% 0.01% -0.01% 0.01% -0.03% Motorola RAZR D1 0.00% 0.00% 0.00% -0.03% 0.00% -0.65% Nokia Lumia 520 -3.84% 0.07% 0.00% 0.01% 0.29% 1.76% RIM BlackBerry Curve 9320 0.45% 0.00% -0.25% -0.02% 0.00% 0.00% Samsung Galaxy Note 3 -0.15% 0.49% 0.02% 0.22% 0.22% 0.04% Samsung Galaxy Note II -0.40% -0.03% -0.21% -0.20% -0.18% -0.23% Samsung Galaxy S III -1.11% -0.49% -0.44% 0.46% -0.39% -1.77% Samsung Galaxy S III Mini -4.09% -0.02% -0.09% -0.25% -0.06% -2.20% Samsung Galaxy S4 -1.42% 0.55% 0.41% -0.30% -0.10% -1.30% Samsung Galaxy S4 Mini -1.94% 0.05% 0.34% -0.01% 0.30% -0.31% Samsung Galaxy S5 1.07% 0.94% 1.38% 1.64% 2.04% 0.61% Sony Xperia L -0.23% -0.26% 0.08% -0.03% -0.01% 0.16% SonyEricsson Xperia Z -1.31% -0.86% -0.31% -0.01% -0.10% 0.06%

MOVR High Growth High Reduction Source: ScientiaMobile 16 Spotlight on iPhone 6 in North America • iPhone 6 accounted for 5.8% of all daily Apple hits in North America by end of Q3 in N. America • iPhone 6 Plus represented 0.8% by the end of September • iPhone 5 and iPhone 4S show a -3.8% and -2.5% decline respectively, suggesting that these users might be upgrading to the iPhone 6 or 6 Plus iPhone 6 Plus ; 100% 0.8%

90% iPhone 6; 5.8% 80% iPhone 6 Plus 70% iPhone 6

60% iPhone 5S iPhone 5C 50% iPhone 5 40% iPhone 4S iPhone 4 30% iPhone 3GS 20% iPhone 10% iPhone 5; -3.8% decline 0% 9/1/2014 9/8/2014 9/15/2014 9/22/2014 9/29/2014 iPhone 4S; -2.5% decline Source: ScientiaMobile MOVR 17 Top Tablets • Like smartphones, there is a consensus on 19 tablets making up the top 10 tablets across all continents. • Apple’s iPads continue to be the most popular tablets on most continents, with the Mini models showing strength in Asia. • Samsung has many models and sizes that round out the remainder of the top lists, with the , Amazon Kindle Fire HD 7, and the Lenovo S6000L-F as the few exceptions to the Apple and Samsung dominance.

Top Tablets Africa Asia Europe North America Oceania South America

Amazon Kindle Fire HD 7 0.03% 0.06% 0.99% 1.42% 0.07% 0.06% Apple iPad 2 6.97% 7.93% 14.77% 24.10% 23.11% 13.23% Apple iPad 3 4.10% 9.63% 8.38% 11.01% 15.65% 6.64% Apple iPad 4 5.97% 9.56% 12.21% 14.79% 18.61% 8.51% Apple iPad Air 4.17% 8.40% 10.47% 12.12% 12.63% 4.67% Apple iPad Mini 4.73% 12.30% 12.32% 12.86% 13.18% 6.55% Apple iPad Mini Retina 1.13% 5.22% 3.48% 3.67% 4.64% 1.84% 7 1.95% 5.40% 2.70% 1.83% 1.11% 1.10% Lenovo S6000L-F 5.40% 0.00% 0.06% 0.00% 0.00% 0.00% .1 2.31% 1.84% 1.69% 0.48% 1.13% 3.27% .0 2.48% 3.00% 0.41% 0.27% 0.43% 2.81% Samsung Galaxy Tab 0.70% 0.49% 0.09% 0.10% 0.03% 3.56% Samsung Galaxy Tab 2 10.1 5.62% 1.13% 5.05% 2.63% 1.29% 3.54% Samsung Galaxy Tab 2 7.0 5.44% 3.79% 3.36% 0.86% 0.25% 6.61% Samsung Galaxy Tab 3 10.1 0.48% 0.82% 3.31% 0.73% 1.70% 1.34% Samsung Galaxy Tab 3 10.1 3G 12.60% 0.46% 0.74% 0.03% 0.04% 0.40% Samsung Galaxy Tab 3 7.0 0.75% 1.32% 2.12% 1.52% 0.24% 5.37% Samsung Galaxy Tab 3 7.0 3G 7.60% 3.70% 0.25% 0.04% 0.04% 0.96% Samsung Galaxy Tab 3 Lite 1.56% 1.69% 0.50% 0.21% 0.09% 6.21%

MOVR High Share Low Share Source: ScientiaMobile 18 Global Smartphone OS Release

• Globally, Android still holds a strong #1 position at 61%, but it has reduced. • Apple (31%) and Windows Phone OS (6.5%) have grown.

Windows Phone OS, Android 4, 2.6% Other, 0.94% 6.50% iOS Legacy, 0.9% Android 4.1, 11.7% Android 4 iOS 8, 1.1% Android 4.1 Android 4.2 Android Q3:61% Android 4.3 Android 4.2, 8.5% Android 4.4 iOS 7.1, 22.1% Android Legacy iOS 6 iOS 6.1 iOS 7 Android 4.3, 8.9% iOS 7.1 iOS Q3: 31% iOS 8 iOS Legacy iOS 7, 5.0% Other Windows Phone OS iOS 6.1, 1.9% iOS 6, 0.4% Android 4.4, 24.7% Android Legacy, 4.7%

MOVR Source: ScientiaMobile 19 Smartphone OS Family Share • Android has over 60% of traffic in S. America, Europe, Asia, and Africa. • N. America continues to be a large market for iOS at 44%. • Windows Phone OS has established 9% of hits in Asia, and 7% in S. America and Oceania.

0.5%

South America 86% 7% 7%

0.1%

Oceania 37% 56% 7%

0.5% North America 54% 44% 2%

Europe 62% 28% 8% 2%

0.5% Asia 77% 14% 9%

Africa 80% 4% 11% 5%

Android iOS Windows Phone OS RIM OS

MOVR Source: ScientiaMobile 20 Operating System Trends

• Android continues to grow in Europe and N. America. • iOS has grown slightly in Asia. • In S. America, Windows Phone OS has grown dramatically, to 7%.

Africa Asia Europe N. America Oceania S. America 100% 10 2%1% 2%1% 9% 8% 8% 7% 7% 11% 0% 0% 3% 17% % 0% 2% 2% Windows 90% 1% 1% 5% 11 14 7% Phone OS 3% 4% % % 80% 28 44 4% 31 46 6% % % % 70% % 0% 56 56 % % RIM OS 60% 7% 50%

40% 80% 78 77 75% % % iOS 59 62 91% 30% 54 % % 51 % % 20% 37 37 86% % % 10% Android 0% Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3

MOVR Source: ScientiaMobile 21 Tablet OS Family Share • iOS is the predominant OS for tablets with over 60% of hits in most continents. • Android holds the remaining share, with substantial positions outside of N. America

0.2%

South America 42% 58% 0.3%

0.01% Oceania 88% 11% 0.9%

0.3%

North America 79% 19% 1.4%

0.7% 0.1% Europe 62% 37%

0.2% 0.1%

Asia 54% 46%

0.1% 0.03%

Africa 27% 73%

iOS Android Windows RT RIM Tablet OS

MOVR Source: ScientiaMobile 22 Tablet OS Trends

• iOS tablet share continues to be strong in most markets, and gaining share to 79% in N. America. • Windows RT has 1% share in Europe, N. America, and Oceania.

Africa Asia Europe N. America Oceania S. America 100% 1% 1% 1% 1% 1% 1% 0% 0%

16% 90% Windows 27% RT 80% 40% 42% 53 54 70% % % 63 62 % % 77 60% 79 % % 89 88 iOS % % 50% 84 40% % 73%

30% 59% 58% 46 46 Android 20% % % 36 37 % % 22 10% 19 % % 10 11 % % 0% Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 MOVR Source: ScientiaMobile 23 Android OS Release Version for Smartphones • Android 4.4 is the leading release for all continents. • However, there is still a great deal of fragmentation, with no release showing more than 50%.

South America 5% 4% 32% 17% 9% 34%

Oceania 3% 2% 12% 11% 34% 38%

North America 11% 7% 19% 6% 7% 48%

Europe 6% 3% 20% 14% 16% 40%

Asia 4% 4% 18% 20% 15% 38%

Africa 23% 4% 15% 23% 10% 24%

2.3 4 4.1 4.2 4.3 4.4

MOVR Source: ScientiaMobile 24 Android OS Release Trends • Android 4.4 is growing to be the dominant version , with significant growth in all continents. • Release version 2.3 is at 11% or lower in most continents

Africa Asia Europe N. America Oceania S. America 100% 4.4 16% 90% 24% 28 26 24% 32 % % 38 35 38 34% 80% % 40 % % 48 % 4.3 17% % % 70% 10% 11% 19 60% 9% 4.2 % 14 15 20 39 16% 27% 23% % % % 16 % 50% 17% % 7% 7% 34 20 % 4.1 40% % 6% 20 14 15% % % 14 22 10 30% % 19 37% % % 24% % 4 4% 22 11 32% 20% % % 18 23 16 20 7% % % 7% % 5% % 12 10% 23% 12 % 6% 2.3 6% 4% 11 4% 4% 11% % % 2% 5% 4% 3% 3% 5% 6% 5% 0% 0% 0% 3% Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 Q2 Q3 MOVR Source: ScientiaMobile 25 Spotlight on iOS 8 Penetration, Global • Starting in mid September, iOS released several versions of iOS 8 to smartphones and tablets. • By the end of September, iOS 8 versions account for almost 30% of hits. • 7.1 is still the predominant version, but rapidly diminishing. 100%

90%

80% 8.0.2 70% 8.0.1 60% 8.0.0 50% 7.1.2 7.1.1 40% 7.1.0 30% 7 20% legacy 10%

0% 9/1/2014 9/8/2014 9/15/2014 9/22/2014 9/29/2014

MOVR Source: ScientiaMobile 26 Diagonal Size Smartphone • Asia continues to exhibit a higher preference for larger phones (5-6 inches). • Other continents are continuing to trend toward larger phones, with large devices like Samsung S5, various Samsung Note, and new iPhone 6 Plus driving this trend.

South America 2% 14% 70% 13% 0.2%

Oceania0.5% 15% 63% 22% 0.2%

North America 5% 17% 57% 20% 1%

Europe 3% 17% 57% 23% 0.4%

Asia 2% 7% 48% 42% 2%

Africa 15% 15% 40% 28% 1%

2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0 6.0~7.0 Smartphone Diagonal Size (inches)

MOVR Source: ScientiaMobile 27 Diagonal Size Tablet • Asia (45%) and S. America (44%) show a preference for smaller tablets (7-8 inches). • North America (63%) exhibits a preference for the original iPad’s larger dimensions (9-10 inches).

South America 44% 9% 34% 13%

Oceania 20% 1% 70% 8%

North America 27% 2% 63% 7%

Europe 31% 4% 47% 18%

Asia 45% 7% 36% 10%

Africa 36% 3% 22% 39%

7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0 Tablet Diagonal Size (inches)

MOVR Source: ScientiaMobile 28 Spotlight: Chrome Browser by Smartphone Manufacturer

• Samsung (46%) and Motorola (22%) are the biggest contributors to Chrome’s browsing volumes. • For Manufacturers like Motorola, and Nokia, Chrome generates ~ 90% of their hits via the Chrome browser. • Chrome is usually considered a browser for primarily Android devices. Nevertheless, Apple devices generate 4% of all Chrome hits, and 6% of all hits from Apple smartphones originate via Chrome.

Smartphone Manufacturers Top Smartphone Manufacturer Ranked by Chrome Hits Hits by Browser

Samsung 46% Samsung 58% 42%

Motorola 22% Motorola 93% 7%

LG 9% LG 55% 45%

Sony 9% Sony 85% 15%

Apple 4% Apple 6% 94%

HTC 2% HTC 34% 66%

Oppo 2% Oppo 91% 9%

Sony Ericsson 2% Sony Ericsson 49% 51%

Asus 1% Asus 63% 37%

Nokia 1% Nokia 88% 12%

% of Total Smartphone Chrome Hits Chrome Other Browser

MOVR Source: ScientiaMobile 29 Spotlight: Chrome Browser by Tablet Manufacturer

• Samsung (40%) and Apple (28%) are the biggest contributors to Chrome browsing volumes. • Apple iPads generate 28% of all Chrome hits, and 8% of all hits from Apple iPads originate via Chrome.

Tablet Manufacturers Ranked by Chrome vs. Other Browsers by Chrome Hits Manufacturer

Samsung 40% Samsung 37% 63%

Apple 28% Apple 8% 92%

Asus 15% Asus 83% 17%

Amazon 3% Amazon 56% 44%

Sony 3% Sony 83% 17%

Acer 2% Acer 54% 46%

LENOVO 2% LENOVO 58% 42% LG 2% LG 96% 4% HP 1% HP 74% 26% 1% Dell 94% 6%

% of Total Tablet Chrome Hits Chrome Other Browser

MOVR Source: ScientiaMobile 30 Spotlight on Chrome on iOS

• iPad users are more slightly likely to use Chrome than iPhone users. • Users of more recent versions of iOS are also more likely to use Chrome.

Chrome Browser as % of iOS Chrome Browser as % of iOS Tablet Smartphone Hits by Release Version Hits by Release Version 10.0% 10.0% 8.9% 9.0% 9.0% 8.0%

8.0% 8.0% 7.5%

7.0% 7.0% 6.7% 7.0% 6.7% 7.0% 6.3% 6.0% 5.4% 6.0% 5.1% 4.8% 5.0% 5.0%

4.0% 4.0%

3.0% 3.0% 2.6%

% of Hits Using Chrome Using Hits % of % of Hits Using Chrome Hits Using % of 2.0% 2.0%

1.0% 1.0%

0.0% 0.0% 5.1 6 6.1 7 7.1 8 5.1 6 6.1 7 7.1 8 iOS Release Version iOS Release Version MOVR Source: ScientiaMobile 31 Brazil Compared to North America

32 Percent of Mobile Hits by Form Factor

• Brazil has a much higher percent of feature phones, Form Factor at 10%.

• Smartphone traffic is the predominant source of hits 10% feature (62%). 2% • Brazilian tablet (28%) penetration trails N. America (33%). 62% smartphone 65%

Brazil 28% tablet N. America 33%

% of Mobile Hits

Source: ScientiaMobile

MOVR 33 Whose Devices Drive Usage?

• Samsung (31%) holds the top spots in Brazil. • Apple holds a clear leadership position for tablets with 70% of • Nokia, Apple, and Motorola tie for third place with 17%. traffic in Brazil. • Samsung, with 25% of hits, is the second largest. • Remaining tablets manufacturers have vey low Brazilian share.

Smartphone Manufacturers Tablet Manufacturers

31% Samsung 28% 70% Apple 79% 17% % 25% Samsung 9% Apple 17% 1.3% 44% Asus 2.4% Motorola 17% 0.9% 5% Motorola 0.1% LG 10% 0.6% 11% LG 0.1% Brazil Brazil Sony 3% 0.4% 1% N. America Tablet DL N. America HTC 3% 0.3% 5% Sony 0.1% Sony Ericsson 0.6% 0.3% 0.3% Dell 0.1% Blu 0.2% 0.3% 0.0% Acer 0.5% Huawei 0.2% 0.2% 0.8% HP 0.2% % of Smartphone Hits % of Tablet Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 34 What Are The Top Models By Usage?

• Motorola’s Moto G (10%) is the most popular smartphone in • iPads are the most popular tablets, particularly the iPad 2 (23%). Brazil measured by hits. Likewise, the Nokia Lumia 520 holds • Samsung’s tablets, particularly the smaller Tab 2 7.0 (5%) have second place. larger share in Brazil than in N. America. • Apple and Samsung hold remainder of the top 10 positions. • Samsung’s Grand Quattro, Duos and SIII Mini are significantly more popular in Brazil than N. America. Top Smartphones Top Tablets

10% 23% Motorola Moto G 1.0% Apple iPad 2 24% 8% 14% Nokia Lumia 520 0.3% Apple iPad 4 15% 5% 11% Apple iPhone 4S 8% Apple iPad 3 11% 4% 10% Apple iPhone 5 12% Apple iPad Mini 13% 4% 8% Apple iPhone 5S 5% Apple iPad Air 12% 4% 5% Samsung Galaxy S III 7% Samsung Galaxy Tab 2 7.0 0.9% 3% Brazil 4% Brazil Quattro Samsung Galaxy Tab 2 10.1 3% N. America N. America 3% 3% Samsung Galaxy S4 7% Apple iPad Mini Retina 4% 2% 3% Apple iPhone 4 3% Samsung Galaxy Note 10.1 0.5% 2% 2% Samsung Galaxy S III Mini 0.6% Samsung Galaxy Tab 3 Lite 0.2%

Source: ScientiaMobile % of Smartphone Hits Source: ScientiaMobile % of Tablets

MOVR 35 Smartphone Market Share by Operating System Android Release Version

4.4 32% • Android (65%) has a larger share of Smartphone OS in 48% Brazil, compared to N. America (54%). 4.1 27% • iOS has 17% of the Brazilian hits, much smaller than 19% North America (44%). 4.2 13% 6% • Windows Phone also has significant share with 18%. Brazil 2.3 13% • Release version patterns are similar, with % N. America exhibiting fragmentation, vs. iOS users quickly upgrading 4.3 7% their release verison. 7% 4 6% 7% % of Android Hits Smartphone OS iOS Release Version

75% 65% 7.1 Android 72% 54% 7 12% 18% 15% Windows Phone OS 2% 8 8% Brazil Brazil 4% 17% N. America iOS N. America 6.1 4% 44% 6% 0.1% 0.5% RIM OS 6 0.5% 1.1% % of iOS Hits % of Smartphone Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 36 How Does Usage Vary During The Day?

• Traffic coming from mobile devices peaks in the evening. • Tablets are used less frequently during the morning and • Smartphones have a more constant usage, exhibiting a peak daytime. hour traffic that is 1.7x the average. • Tablets have a more pronounced peak hour that is 2.2x the average traffic.

2.2x Peak Hour - Brazil average 10% 9% 1.7x 8% 7% average

6%

5% Title 4% feature 3% smartphone 2% 1% tablet 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 % of Hits by Form Factor Source: ScientiaMobile

MOVR 37 About ScientiaMobile

• ScientiaMobile provides the industry’s most accurate and flexible device Disclaimer detection solution, helping customers deliver great web experiences • While ScientiaMobile, Inc. has used reasonable efforts and manage the increasingly fragmented mobile device ecosystem. accurately to prepare this report and the other data and ScientiaMobile sells WURFL, a constantly-updated repository that information here (together the "Report") from data it and its catalogues thousands of devices and their capabilities and provides affiliates have collected, this Report is made available to the access to them via range of API languages. The WURFL framework public on an "AS IS" basis without warranty of any kind. enables many organizations, including Fortune 500 companies, to SCIENTIAMOBILE, INC. AND ITS AFFILIATES MAKE NO effectively design and analyze web experiences for an ever-growing REPRESENTATION AND DISCLAIM ALL EXPRESS, IMPLIED range of smartphones, tablets, smart TVs and game consoles. AND STATUTORY WARRANTIES OF ANY KIND TO ANY • For more information about ScientiaMobile and its commercial RECIPIENT OF THIS REPORT OR ANY OTHER THIRD PARTY, products, please visit us at: www.scientiamobile.com INCLUDING ANY WARRANTIES OF ACCURACY, TIMELINESS, • WURFL.io offers a number of free tools for device detection and image COMPLETENESS, MERCHANTABILITY AND FITNESS FOR A tailoring. PARTICULAR PURPOSE. The Report is limited to data collected • To subscribe to MOVR, please visit us at from certain services offered by ScientiaMobile, Inc. and its www.scientiamobile.com/page/movr-mobile-overview-report affiliates -- a self-selected sample pool that may not reflect the greater internet user community – and consequently no • To speak to us about our products and licenses, please complete this conclusion should be drawn from this Report regarding the form at www.scientiamobile.com/license internet user base as a whole. The entire risk as to the quality (or • MOVR is the Copyright of ScientiaMobile, Inc and is made available lack thereof), completeness and your use of this Report is with under the terms of the Creative Commons Attribution-NonCommercial- you, the user of the Report. In no event will ScientiaMobile, Inc. NoDerivatives 4.0 International License. or its affiliates be liable for any direct, indirect, incidental, special, consequential, or other damages, including loss of profit, arising out of the use of this Report, even if advised of the possibility of such damages. • Any excerpts to, or use of this Report to reach new conclusions and/or analysis, should indicate ScientiaMobile, Inc. as its source, but derived conclusions and analyses generated from these Reports should be clearly attributed solely to their author.

MOVR 38