MOVR Mobile Overview Report April-June 2014

The first step in a great mobile experience The first step in a great mobile experience Executive Summary – Western Countries

Form Factor : 65% TABLET: 33%

• still dominate mobile traffic (65%). • Tablets are a growing source of traffic in Western Countries (33%). • Feature phones account for the remaining 2% of traffic. Manufacturer Others

• Apple (39%) and (30%) are the clear leaders in • Apple is the largest tablet manufacturer by far, with 73% of traffic. smartphones. • Samsung, with 13% of hits, is the second largest. Top 10 Devices

• Apple’s iPhone 5, 5S, 4S and 4 models hold the first, second, • The iPad 2 holds the top position with 14% of tablet usage. Apple fourth, and sixth spots and generate 36% of smartphone traffic. holds 6 of the top model positions. • Samsung’s Galaxy S and Note products make up 5 of the top 10 • ’s Nexus 7 is the lone competitor to Apple and Samsung to models. appear in the top 10. OS

• Android represents 56% of hits, with Apple at 38%. • Apple continues its tablet dominance (73%), with Android • Over 85% of Android hits come from release 4 or above, but they accounting for only 26% of tablet OS. are fragmented across 5 different release versions. • iOS has less fragmentation, with 69% of usage on a single release, iOS 7.1. 1080 x 720 x 1200 x 640 x 1136 2048 x 1536 1024 x 768 Screen 1920 1280 Others 800 Others • Apple’s iPhone 5, 5S, 5c screen size (640 x1136) is the most • iPad’s Retina displays (2048 x 1536) hold the top position with popular (29%). 42% of tablet traffic. • High res screens (1920X1080 and 1280x720) account for almost 30% of smartphone screens.

Peak Hour • Peak is 1.6x daily • Peak is 2.1x daily average at 9PM average at 9PM

0 4 8 12 16 20 0 4 8 12 16 20 Hour of Day Source: ScientiaMobile Hour of Day

MOVR 2 Report Specifications

• Purpose of Report Included Excluded • Smartphones • Desktops and laptops – ScientiaMobile has published MOVR to provide the mobile • Tablets • Smart TV Web community with timely information on mobile Web • Feature • Game Consoles device usage. Phones • Apps • Robots – We hope to stimulate interest in trends, device capabilities, and tools for analyzing and managing device 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 415 million Definitions requests from April 2014 to end of June 2014. To date, the • What is a Hit? Each time a user visits a Web page and a UA complete data set averages at ~500 million UA requests per is generated and tested by WURFL (through a number of month. mechanisms), a “hit” is recorded in the ScientiaMobile dataset. All data reported in MOVR reflects hits, not the – MOVR focuses on mobile devices, consisting of count of physical devices generating the hit. smartphones, tablets, and feature phones. • What is a smartphone? A smartphone must meet several – While the dataset includes desktops, laptops, smart TVs, criteria, including that it should be a wireless device, have a game consoles, apps, and robots, we have excluded them. touch screen with horizontal resolution greater than or – To download the data files supporting MOVR, or subscribe to equal to 320px, and not be considered a tablet. future publications of MOVR, please visit us at • What is a tablet? Criteria for a tablet include: a wireless www.scientiamobile.com/page/movr-mobile-overview- device, larger than 6”, and running a mobile or tablet OS. report One exception is that a full version of Windows on running on a tablet is considered to be a laptop.

MOVR 3 Definitions (continued)

• What is a ? It is a wireless device that falls into one • What countries make up the Western Countries region? of the three categories: classic feature phones, modern feature North America, South America, Europe and Oceania are phones, and old smartphones within our definition of Western Countries. We found that many of the dynamics of the Asian market were significantly – Classic feature phone: Typically a bar, slide or clamshell different than most of the Western Countries. This form factor with limited possibilities to install apps and a geographic grouping provides a way to illustrate the proprietary OS. Other criteria include a physical keyboard similarities and differences between these markets. and a low price range. Examples are and 40 or Razr devices. – Modern feature phone: These phones also have a low price range. They are “smartphone-like”, but targeted at the classic feature phone market. They may have a smartphone OS. They borrow features from classic feature phones, such as size or screen size. Examples are Nokia Asha series or Pocket. – Old smartphones: These smartphones are older than 3 years and were high-end devices when launched. Classic Blackberry devices and -based devices fall in this category. Likewise, more recent devices with a touch screen, but with older hardware or older versions of Android, iOS or also fall in this category.

MOVR 4 Western Countries Relative To Asia

5 How Does Device Form Factor Drive Mobile Web Usage?

Western Countries Western Countries • Smartphones represent the largest contributor to hits from mobile devices, generating over 65% on most weekdays. 31% 30% 30% 31% 35%

37% 36% • In second place, tablets generate over 30% and are growing. • Feature phones generate 2.3% of traffic. • Tablets are growing in popularity, but their usage tends to Tablet correlate with leisure periods, on weekends and evenings. 61% 67% 68% 68% 67% 63% 61% Smartphone

• Usage peaks for tablets on Sunday evenings, at slightly over %of MobileHits 37% of all mobile hits during that day. Feature 2% 2% 2% 2% 2% 2% 2% Asia Sun Mon Tue Wed Thu Fri Sat • Smartphones generate almost 90% of traffic, with tablets Day of Week accounting for only 7%. • Feature phone is 3.8% of traffic in Asia. Asia 7% 7% 6% 6% 6% 7% 7% Key Comparisons

• Tablet usage in the West is over triple that found in Asia. • Feature phones, while slightly more prevalent in Asia, remain low, below 5%. 88% 89% 90% 90% 90% 90% 89% Tablet Smartphone

% of %of MobileHits Feature

4% 4% 3% 3% 4% 4% 4% Sun Mon Tue Wed Thu Fri Sat Day of Week Source: ScientiaMobile MOVR 6 Smartphone: Which Manufacturer’s Devices Drive Usage?

Western Countries • In Western Countries, Apple is the largest smartphone Smartphone Manufacturer manufacturer by usage with 39%. This is driven primarily by its Apple 39% dominance in N. America where it generates over 52% of 13% smartphone hits Samsung 30% • Samsung holds a considerably lower second place at 30%. 41%

• Other smaller manufacturers fail to break 10%. HTC 7% 15% LG 6% Asia 3% • In Asia, Samsung holds a substantial first place lead with 41%. .3% HTC (15%) , Apple (13%) and Sony (10%) compete evenly, with 2% all of them surpassing the 10% level. Motorola 3.3% 0.2% Key Comparisons Sony 2.5% West 10% • Apple has a strong advantage in Western Countries which has Asia SonyEricsson 1.8% not been replicated in Asia. 6% • Android manufacturers, as a group, hold a significant edge in RIM 1.1% Asia. 0.0%

• Asian manufacturers like have significant shares in Asia, 0.9% but have not penetrated the Western Countries. 0.3% Xiaomi 0.1% 5%

Asus 0.05% 1.1%

Pantech 0.05% 0.7% Source: ScientiaMobile % Smartphone Hits

MOVR 7 Tablet: Which Manufacturer’s Devices Drive Usage?

Western Countries Tablet Manufacturer • Apple is the largest tablet manufacturer by far with 73% of Apple 73% hits. 31% • Samsung is a distant second with 13%. Samsung 13% • Several other Android device manufacturers and 45% tablets make up the remaining portion. 4% 16% • Reader-oriented tablets from and Barnes and Noble Amazon 3% also appear in the top 10. 0.15%

Microsoft 1.0% Asia 0.07%

• Samsung (45%) has a lead over Apple (31%). Acer 1.0% • In third place, Asus generates 16% of traffic from its own 3.55% branded devices and Google’s Nexus 7. Sony 0.5% West 0.89% Asia 0.4% Key Comparisons 0.76% • Today, tablets currently have only 2-3 significant Tesco 0.4% manufacturers worldwide. 0.00% • While Apple dominates the Western markets, Android tablet Barnes and Noble 0.2% manufacturers, as a group, hold a lead over Apple in Asia. 0.03% Nevertheless, Apple’s 31% share of Asia shows a strong Huawei 0.05% 0.87% presence. LG 0.1% 0.46%

myPad 0.00% 0.16% % Tablet Hits Source: ScientiaMobile

MOVR 8 Smartphones: What Are The Top Models By Usage? Top Smartphone Models Western Countries Apple iPhone 5 15% • Apple’s iPhone 5, 5S, 4S, and 4 models hold the first, 5% second, fourth, and sixth spots. Collectively, they Apple iPhone 5S 13% generate 36% of smartphone traffic. 4% • Samsung’s Galaxy S and Note products make up 5 of the III 6% top 10 models. 5% • HTC One is the only non-Apple or Samsung model in the Apple iPhone 4S 6% 2% top 10. 6% 3% Asia Apple iPhone 4 2% • Larger-dimension Samsung models (Galaxy Note II and 2% Note 3) hold the top Asian positions. 2% West 6% • Samsung smartphones hold 4 of the Asian top 10. Asia HTC One 2% • Apple iPhones (5S, 5, 4S) hold 3 of the top 10 positions. 5% • Sony and HTC make up the remaining positions. Samsung Galaxy S III Mini 2% 0.4% Key Comparisons Samsung Galaxy S II 1.9% 3% • Apple’s hit phones in the West are still popular in Asia, but Samsung Galaxy Note II 1.6% do not dominate in the same manner. 10% • Asia’s top devices show a preference for large handsets. SonyEricsson Xperia Z 0.9% • While they are nearly shut out in Western Countries, HTC 3% One and Sony’s Xperia models fare better in Asia. Z1 0.6% 3% % Smartphone Hits Source: ScientiaMobile

MOVR 9 Tablets: What Are The Top Models By Usage? Top Tablets Western Countries 17% • Apple’s iPad models hold all of the top 6 positions, with Apple iPad 2 7% the older iPad 2 still holding the top position with 14% of Apple iPad Mini 1 13% traffic. 5% 13% • Samsung has 2 tablet models of different dimensions in Apple iPad 4 5% the Top 10. 12% • Google’s Nexus 7 is the lone competitor to Apple and Apple iPad 3 5% Samsung that appears in the top 10. This model Apple iPad Air 12% represents 2 generations of the Nexus 7, approximately 5% evenly split. 5% Apple iPad Mini Retina 2%

3% Samsung Galaxy Tab 2 10.1 1.4% Asia West • 7 and 8 inch models from Samsung, Google, and Apple 2% 7 6% Asia are popular, with the Samsung Galaxy Tab 2 7.0 holding 2% the top position (15%). Samsung Galaxy Tab 2 7.0 15% • Samsung and Apple dominate the top 10 with multiple Samsung Galaxy Tab 3 7.0 2% models across an array of sizes. 7% 0.4% .0 7% Key Comparisons 1.1% • Apple and Samsung have very similar arrays of models. Samsung Galaxy Tab 3 8.0 4% • Apple swaps leadership in the West with Samsung in the ME371MG 0.1% East. 3% 1.4% .1 3% % Tablet Hits Source: ScientiaMobile

MOVR 10 Spotlight: Apple Traffic by Model 39% Apple iPhone 5 41% Western Countries Apple iPhone 5S 34% • iPhone 5 and 5S models account for almost 75% of total iPhone 35% traffic. 16% Apple iPhone 4S 17% • The newer iPhone 5C generates only 2% of iPhone traffic 5% West currently. Apple iPhone 4 6% Asia Asia Apple iPod Touch 3% • iPhone 5 and 5S models account for over 75% of traffic. 1.7% Key Comparisons Apple iPhone 5C 2% • The proportion of iPhone usage is very similar in Western Apple iPhone 3GS 0.1% Countries vs. Asia. 0.1% % iPhone Hits

Apple iPad 2 23% Western Countries 18% • iPad 2 generates the largest share of traffic at 23%. Apple iPad Mini 1 18% • Traffic is evenly distributed over many iPad models 21% Asia Apple iPad 4 18% 17% • iPad Mini 1 is the most popular Apple tablet, showing Asia’s slight preference for using a smaller tablet. Apple iPad 3 17% 17% Key Comparisons Apple iPad Air 16% • While the iPad2 and Mini 1 have slightly different shares in 17% Western Countries vs. Asia, the remaining iPad usage figures are Apple iPad Mini Retina 7% very similar across regions. 9%

Apple iPad 1 0.7% 1% % iPad Hits Source: ScientiaMobile

MOVR 11 Feature Phones: Long Tail Persists % Feature Phone Hits • For developers who want to ensure all mobile device users 62% 38% 10% have a great experience, serving the long tail of feature phones remains important. While feature phones are a relatively small portion of overall traffic (2.3% in Western Modern Feature Old Smartphone Classic Feature Countries and 3.8% in Asia), they contribute to the Phone Phone fragmented device environment that mobile Web developers must consider. Western Countries • Modern Feature Phones generate most of the Web traffic 1. LG Optimus Zone 1. SonyEricsson 1. -01 (62%). 2. LG Optimus Logic Xperia X10 2. Samsung Convoy 2 3. Samsung Galaxy Y 2. HTC Wildfire 3. Samsung Dart • As the core smartphone category evolves, older 4. HW M835 3. LG Optimus smartphones are placed among the Feature Phones. These 5. LG Optimus L3 Dynamic older smartphones still drive a significant amount of traffic 4. RIM Torch (38%). 5. RIM Curve

• Classic Feature Phone traffic is low (10%). Asia • In this quarter’s data, we saw over 900 models feature 1. Samsung Galaxy Y 1. Nokia XpressMusic 1. -01 phones using the mobile Web, with traffic very broadly 2. Nokia Asha 311 2. SonyEricsson 2. Nokia C3-00 distributed amongst those models. 3. Samsung Galaxy Y Xperia X8 3. Nokia C2-01 Duos 3. RIM BlackBerry 4. • Comparing top models in Western Countries vs. Asia, there 4. Samsung Galaxy 9780 5. Nokia X2-02 are very few models that recur. This reflects the regional Mini diversity of the Feature Phone market. 5. Nokia Asha 501

Source: ScientiaMobile

MOVR 12 Smartphone: Market Share by 2.2 5% 1%

Western Countries 2.3 11% • Android has the largest share of Smartphone hits, with 56%. 4% 4 6% • iOS is the second largest, with 38%. 6% • Android has a very fragmented base of releases. While over 86% 4.1 23% West of users are on at least release 4, they are widely distributed 26% Asia across 4.0 up to 4.4. 4.2 9% 15% • iOS has less fragmentation, with 69% of usage on a single 19% Android Android ReleaseVersion 4.3 release, iOS 7.1. 19% • While Apple has been very successful in pushing release 4.4 28% updates, 11% of usage still occurs on release 6.1 or before. 30% Asia % Android Smartphone Hits • Asia has a much stronger adoption of Android (87%) vs. iOS (11%) 5 0% Key Comparisons 1% • Fragmentation among release versions is similar, but fewer 1% 5.1 Asian iOS users have upgraded to version 7 or above 2% 1% Android 56% 6 87% 3% 7% iOS 38% 6.1 11% 13%

iOSRelease Version 21% Windows Phone OS 4% West 7 2% 21% Asia 69% RIM OS 1.3% 7.1 0.1% 58% % Smartphone Hits % iOS Smartphone Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 13 Tablet: Market Share by Operating System 4% 2.2 2% 1% 2.3 1%

Western Countries 0% West • iOS continues to dominate the OS market for tablets with 73%. 3 0% 0% Asia • Similar to smartphones, Apple has succeeded in pushing release 3.1 0% updates, with 88% of users on version 7 or above. 1% 3.2 1% • Android has greater fragmentation, with release 4.2 accounting 4 15% for the largest share (38%). 6% 24% • Only 12% of hits come from Android tablets running the most 4.1 54% 38% recent release 4.4. Android ReleaseVersion 4.2 20% Asia 4% 4.3 5% • Asia has a much stronger adoption of Android (71%) vs. iOS 4.4 12% (29%). 10% Key Comparisons % Android Tablet Hits • 1% Android fragmentation in Asia is less severe, with most users on 4.3 1% 4.2. 1% • Fewer Asian iOS user have upgraded to version 7 or above. 5 1% 3% 5.1 6% 2% West 6 3% Asia iOS 73% 6% 29% 6.1 12% Android 26% iOSRelease Version 21% 71% 7 24% Windows RT 1.0% 7.1 67% 0.1% West 51% Asia % iOS Tablet Hits Source: ScientiaMobile % Tablet Hits Source: ScientiaMobile

MOVR 14 Smartphones: What Browsers are Used? Top Smartphone Browsers Western Countries

• The Android Webkit and Apple Safari browsers shipped on Android Webkit 45% the devices are the most common browsers. 63% • Chrome, IE Mobile, Blackberry, Firefox Mobile, and Opera Safari 38% are showing up, but in much smaller numbers. 11% Chrome Mobile 9% 22% Asia IEMobile 4% • Asia’s higher Android usage drives higher Android Webkit 2.1% and Chrome Mobile usage. BlackBerry 1% 0.1% West Key Comparisons Firefox Mobile 1.2% 0.7% Asia • In both markets, very few non-stock browsers appear. * 0.7% 1.3%

Opera Mobi 0.09% 0.1%

UCWeb 0.06% 0.4%

Dolfin/Jasmine Webkit 0.007% 0.001% % Smartphone Hits Source: ScientiaMobile * Due to known issues in our data sampling method, the Opera Mini statistics have a higher error margin relative to other browsers listed here. The figures for Opera Mini represent a reasonable estimate, based on a different sample than the rest of the browsers.

MOVR 15 Tablets: What Browsers are Used? Top Tablet Browsers Western Countries

• The Apple Safari and Android Webkit browsers 73% Safari shipped on the devices are the most common browser. 29% • Microsoft and Fennec are appearing, but with only 1% 22% of traffic. Android Webkit 61%

3% Asia Chrome Mobile 9% • Asia’s higher Android usage drives higher Android Webkit and Chrome Mobile usage. 1.0% MSIE 0.1% West Key Comparisons 0.9% Fennec Asia • In both markets, very few non-stock browsers are 1.2% showing up. 0.035% WebKit/webOS • Several smaller browsers do not appear here, but total 0.010% less than 0.0001% 0.029% Opera Tablet 0.080%

0.008% UCWeb 0.100% % Tablet Hits Source: ScientiaMobile

MOVR 16 Smartphones: What Are The Most Common Screen Resolutions?

Western Countries Top Smartphone Screen Resolution • Apple’s iPhone 5, 5S, 5c screens drive the most popular screen size (640 X 1136). 29% 640 X 1136 • High res screens (1080 X 1920 and 720 X 1280) account for 10% over 30% of smartphone screens. 16% 1080 X 1920 34% Asia 14% • With Asia’s preference for large screen devices, the top 720 X 1280 31% positions go to high resolution screens. 1080 X 1920 at 34% and 720 X 1280 at 31% make up a majority of the 13% 480 X 800 market. 11% 10% 320 X 480 Key Comparisons 2% West • Asia has driven a large demand for the large physical 10% 640 X 960 Asia dimension, high-resolution phones. 3%

4% 540 X 960 4%

2% 768 X 1280 0.7%

1.3% 480 X 854 2%

0.6% 240 X 320 0.004% % Smartphone Hits Source: ScientiaMobile

MOVR 17 Tablets: What Are The Most Common Screen Resolutions?

Western Countries Top Tablet Screen Resolution • iPad’s Retina displays (2048 X 1536) hold the top position 42% with 42% of tablet traffic. 2048 X 1536 18% 31% Asia 1024 X 768 • 1280 X 800 is the most popular resolution in Asia – driven by 15% many of the Samsung devices. 14% 1280 X 800 34% Key Comparisons 6% 1024 X 600 • The popularity of 7 and 8 inch devices in Asia drives a striking 27% difference in adoption of the 1280 X 600 resolution vs. 3% Western Countries. 800 X 480 2% West 1.1% 2560 X 1600 Asia 2%

1.1% 1920 X 1200 1.4%

1.0% 1366 X 768 0.1%

0.5% 1440 X 900 0.010%

0.1% 1920 X 1280 0.02% % Tablet Hits Source: ScientiaMobile

MOVR 18 How Does Usage Vary During The Day? 10% Western Countries Peak Hour Western Countries 9% • Traffic coming from mobile devices peaks in the evening. 8%

• Smartphones have a more constant usage, exhibiting a 7%

peak hour at 9PM with traffic that is 1.6x the daily average. 6% • Tablets are used less frequently during the morning and 5%

daytime. % of Hits 4% • Tablets’ peak occurs at 21hours (9PM). 3% feature • Tablets have a more pronounced peak hour that is 2.1x the 2% smartphone daily tablet average traffic. 1% tablet Asia 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 • Asia’s smartphone traffic peaks at 7PM at 1.5x the daily average. • Tablets peak at 10 PM at 1.6x the daily average. Key Comparisons 10% Asia Peak Hour • Tablets are more pervasive in Western Countries. 9% • Tablet’s larger late-evening peak hour suggests higher 8%

leisure usage. 7%

• The high peak of tablets in Western Countries also indicates 6% that they might be using them more intensely for mobile 5% Web versus Asia at the same peak hour. % of %of Hits 4% • Asian Feature Phone users also appear to start the day 3% earlier, with a significant portion of their usage between 4 2% and 7 AM. 1% 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 Source: ScientiaMobile Hour of Day

MOVR 19 Spotlight: United States of America

20 Percent of Mobile Hits by Form Factor

• Tablet usage in the USA (16%) is lower than the rest of the 16% Western Countries (33%). Tablet 33% • Likewise, the smartphone usage is higher for the USA at 82%.

82% Smartphone 65%

1% USA Feature Phone 2% West

% of Hits Source: ScientiaMobile

MOVR 21 Whose Devices Drive Usage?

• For smartphones in the USA, Apple users continue to generate a • Apple holds a clear leadership position for tablets with majority of the traffic with 51%. 72% of traffic. • Apple’s top spot in the USA is very different from the global trend, • Samsung, with 12% of hits, is the second largest. where Apple generates only 19% and Samsung holds the top • Several reader-oriented tablets from Amazon and position. Barnes and Noble generate significant web traffic in the • Samsung holds the second position in the USA, and after a tie for USA. 3rd place by LG and HTC, competition drops off dramatically.

Smartphones by Manufacturer Tablets by Manufacturer Apple 51% Apple 72% Samsung 22% Samsung 12% LG 8% Amazon 5% HTC 8% Asus 4% Motorola 2% Barnes and Noble 1% % Microsoft 1% ZTE 1% Acer 0.4% Huawei 1% HP 0.3% Sony 0.5% Quanta 0.3% SonyEricsson 0.4% Nextbook 0.3% % Smartphone Hits % Tablet Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 22 What Are The Top Models By Usage?

• In the USA, Apple’s iPhones dominate the top spots, • The older iPad 2 still generates the largest portion of USA generating over 48% of smartphone hits. tablet traffic (23%). • Samsung’s older Galaxy SIII holds fourth place, but it is nearly • Samsung has 2 of the top 10 tablets in the USA. surpassed by the newer S4, and the S5 is coming up quickly • Amazon’s Fire HD readers and the Google Nexus 7 show the (currently in 13th place). popularity of 7 inch readers, even when used for Web browsing. • HTC Sensation is the lone non-Apple and non-Samsung model.

Top Smartphones Top Tablets iPhone 5 20% Apple iPad 2 23%

iPhone 5S 16% Apple iPad 4 13%

iPhone 4S 8% Apple iPad Mini 1 12%

Samsung Galaxy S III 5% Apple iPad 3 11%

Samsung Galaxy S4 5% Apple iPad Air 10%

iPhone 4 2.4% Samsung Galaxy Tab 2 10.1 3.7%

HTC Sensation 2.5% Apple iPad Mini Retina 3.0%

Samsung Galaxy Note 3 2.4% Google Nexus 7 2.7%

Samsung Galaxy Note II 1.6% Samsung Galaxy Tab 3 7.0 2.0%

Apple iPod Touch 1.6% Amazon Kindle Fire HD 7 1.5% % Smartphone Hits % Tablet Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 23 Smartphone: Market Share by Operating System 5 0.4%

• In the smartphone traffic from the USA, iOS maintains a slight majority usage at 51%, versus Android at 48%. 5.1 1% • Outside of Windows Phone at 1%, no other OS breaks the 1% 6 1% level. • Android has a very fragmented base of releases, with over 26% 6.1 8% of traffic coming from versions before release 4. 7 • Fragmentation is also broad for Android users on versions 4 iOSRelease Version 22% through 4.4. 7.1 67% • iOS has less fragmentation, with 67% of usage on iOS release 7.1. % iOS Smartphone Hits • Even though Apple has been very successful in pushing release updates, over 10% of usage still occurs on release 6.1 or before. 2.2 8%

2.3 18%

iOS 51% 4 9%

Android 48% 4.1 19%

Windows Phone OS 1% 4.2 5%

RIM OS 0.231% Android ReleaseVersion 4.3 16%

webOS 0.013% 4.4 26%

% Smartphone Hits % Android Smartphone Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 24 What Are The Most Common Screen Resolutions?

• iPhone 5, 5s, and 5c account for the most popular resolution (640 • iPad’s Retina displays (2048 x 1536) in various models hold the top x 1136). position with 42% of tablet traffic. Top Smartphone Screen Resolutions Top Tablet Screen Dimensions

640 X 1136 39% 2048 X 1536 42%

1080 X 1920 14% 1024 X 768 31%

640 X 960 13% 1280 X 800 14%

720 X 1280 11% 1024 X 600 6%

480 X 800 8% 800 X 480 2%

320 X 480 8% 1920 X 1200 1.3%

540 X 960 6% 2560 X 1600 1.1%

768 X 1280 0.9% 1366 X 768 0.8%

480 X 854 0.3% 1440 X 900 0.5%

800 X 1280 0.1% 1920 X 1280 0.5%

% Smartphone Hits % Tablet Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 25 How Does Usage Vary During The Day?

• Traffic coming from mobile devices peaks in the evening. • Tablets have a more pronounced peak hour at 9PM that is • Smartphones have a more constant usage, exhibiting a 8PM peak 2.0x the average traffic. hour traffic that is 1.5x the average. • Feature phones have very consistent usage through the • Tablets are used less frequently during the morning and daytime. early morning period.

9% Hits Indexed by Hour by Form Factor

8%

7%

6%

5%

4% % of %of Hits feature 3% smartphone 2% tablet 1%

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

Hour of Day Source: ScientiaMobile

MOVR 26 Spotlight: Germany

27 Percent of Mobile Hits by Form Factor

• Germany has a percent of its traffic coming from tablets on par with the average of Western Countries (30%). 30% Tablet • Like the rest of the world, smartphones in Germany 33% generate the majority of the traffic at 68%, but this is significantly below the global average of 80% of the traffic coming from mobile devices. 68% • Very little traffic originates from feature phones in Smartphone Germany. 65%

2% DEU Feature Phone 2% Western Countries

% of Hits Source: ScientiaMobile

MOVR 28 Whose Devices Drive Usage?

• For smartphones in Germany, Samsung devices continue to • Apple holds a clear leadership position for tablets with 65% of generate the leading amount of traffic, at 37%. traffic. • Apple holds the second place in Germany at 27%. • Samsung, with 13% of hits, is the second largest. • HTC (9%) and LG (7%) and a number of smaller competitors • Asus holds the third place at 8%. Asus is the manufacturer for make up the remainder of the top 10. the Google Nexus 7.

Top Smartphone Manufacturers Top Tablet Manufacturers

Samsung 37% Apple 65%

Apple 27% Samsung 13%

HTC 9% Asus 8%

LG 7% Microsoft 2%

SonyEricsson 4% Acer 2%

Sony 3% Amazon 1%

Nokia 3% Sony 1%

Motorola 2% Lenovo 1%

Huawei 1% Medion 0.3%

BlackBerry 0.2% LG 0.3% % Smartphone Hits % Tablet Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 29 What Are The Top Models By Usage?

• Apple iPhone 5 holds the top position. • Apple’s newer iPads (4 and Air) hold the top spots in Germany. • Samsung’s older Galaxy SIII holds second place, but it is nearly • Google Nexus 7 is the next largest non-Apple competitor with surpassed by the newer S4. 6%. • HTC’s One (4%) and the LG (2%) are the only the • Samsung’s 10” models also appear in the top 10. models not built by Apple or Samsung.

Top Smartphone Models Top Tablet Models

Apple iPhone 5 10% Apple iPad 4 14%

Samsung Galaxy S III 9% Apple iPad Air 14%

Samsung Galaxy S4 8% Apple iPad 2 11%

Apple iPhone 5S 7% Apple iPad 3 11%

Apple iPhone 4S 5% Apple iPad Mini 1 10%

HTC One 4% Google Nexus 7 6%

Samsung Galaxy S II 3.9% Apple iPad Mini Retina 5%

Samsung Galaxy S III Mini 3.0% Samsung Galaxy Tab 3 10.1 2.2%

Apple iPhone 4 2.6% RT Tablet 2.1%

LG Nexus 5 2.1% Samsung Galaxy Tab 2 10.1 2.0% % of Smartphone Hits % of Tablet Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 30 Smartphone Market Share by Operating System 5 0.6%

• In Germany, 68% of traffic comes from Android OS. 5.1 0.4% • iOS (27%) and to a smaller extent Windows Phone (5%) are the only other competitors. 6 0.9% • While Android’s release versions are fragmented, in Germany the largest share (36%) goes to its most recent 6.1 6% release 4.4.

• iOS has much less fragmentation, with 75% of usage on iOSRelease Version 7 16% the iOS release 7.1. 7.1 75%

% of iOS Hits 2.2 5%

2.3 5%

Android 68% 4 3%

iOS 27% 4.1 18%

Windows Phone OS 5% 4.2 9%

RIM OS 0.26% Android ReleaseVersion 4.3 23%

Bada OS 0.01% 4.4 36%

% of Hits % of Android Hits

Source: ScientiaMobile Source: ScientiaMobile

MOVR 31 What Are The Most Common Resolutions?

• Many Android smartphones have high-definition screens • iPad’s Retina displays (1536 x 2048) in various models hold the (1080 x 1920), accounting for 24% of traffic. top position with 42% of tablet traffic. • iPhone 5, 5s and 5c account for the second most popular dimensions (640 x 1136) with 20% of traffic.

Top Smartphone Screen Resolutions Top Tablet Screen Resolutions

1080 X 1920 24% 2048 X 1536 38%

640 X 1136 20% 1024 X 768 28%

720 X 1280 19% 1280 X 800 19%

480 X 800 13% 800 X 480 5%

640 X 960 7% 2560 X 1600 3%

320 X 480 6% 1024 X 600 2%

540 X 960 4% 1920 X 1200 2%

768 X 1280 4% 1366 X 768 2%

480 X 854 2% 480 X 320 0.1%

800 X 1280 0.4% 1200 X 800 0.1% % Smartphone Hits % Tablet Hits Source: ScientiaMobile Source: ScientiaMobile

MOVR 32 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 • All device traffic from Germany exhibits a trough period in the daytime. early morning that is more pronounced than global averages. • Tablets have a more pronounced peak hour that is 1.9x the • Smartphones have a more constant usage, exhibiting a peak average traffic. hour traffic that is 1.5x the average.

9% Hits Indexed by Hour by Form Factor

8%

7%

6%

5%

4% % of Hits feature 3% smartphone 2% tablet 1%

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

Source: ScientiaMobile Hour of Day

MOVR 33 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.

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