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Mobile Overview Report April-June 2014

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Mobile Overview Report April-June 2014 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 SMARTPHONE: 65% TABLET: 33% • Smartphones 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 Samsung (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 • Google’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 mobile device 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 feature phone? 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 Nokia Series 30 and 40 or Motorola 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 Samsung Galaxy Pocket. – Old smartphones: These smartphones are older than 3 years and were high-end devices when launched. Classic Blackberry devices and Symbian-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 Windows Phone 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 Mobile Hits 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 Mobile Hits 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%. Nokia 3.3% 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 Xiaomi have significant shares in Asia, Huawei 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 Microsoft 45% tablets make up the remaining portion. Asus 4% 16% • Reader-oriented tablets from Amazon 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 Lenovo 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 Samsung Galaxy S 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. Samsung Galaxy S4 6% 3% Asia Apple iPhone 4 2% • Larger-dimension Samsung models (Galaxy Note II and 2% Note 3) hold the top Asian positions. Samsung Galaxy Note 3 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.
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