MOVR Mobile Overview Report October - December 2014 The first step in a great mobile experience The first step in a great mobile experience MOVR 4Q 2014 – Executive Summary – Asia, N. America, Europe Asia N. America Europe Form Factor 2% 76% 22% 1% 66% 33% 2% 63% 35% feature smartphone tablet Apple iPhone 5S 7.5% Apple iPhone 5S 15.7% Apple iPhone 5S 6.4% Top 5 Apple iPhone 5 7.4% Apple iPhone 5 12.5% Apple iPhone 5 6.2% Smartphones Samsung Galaxy S4 6.4% Apple iPhone 4S 7.5% Apple iPhone 4S 5.2% Samsung Galaxy… 5.9% Apple iPhone 5C 6.8% Samsung Galaxy S4 5.1% Samsung Galaxy… 4.8% Apple iPhone 6 6.5% Samsung Galaxy S III 4.9% Top 5 Apple iPad Mini 15% Apple iPad 2 22% Apple iPad 2 15% Tablets Apple iPad 4 12% Apple iPad 4 14% Apple iPad 4 12% Apple iPad Air 12% Apple iPad Mini 13% Apple iPad Mini 12% Apple iPad 3 12% Apple iPad Air 13% Apple iPad Air 11% Apple iPad 2 11% Apple iPad 3 9% Apple iPad 3 8% Smartphone OS 1.0% 76% 19% 5%0.7% 48% 49% 1.8% 69% 22% 8%0.6% Android iOS Windows Phone OS RIM OS Smartphone 45% 35% 9% 8% 54% 23% 14% 8% 56% 16% 16% 9% Diagonal Size [4, 5) [5, 6) [2, 3) [3, 4) [4, 5) [5, 6) [3, 4) [2, 3) [4, 5) [5, 6) [3, 4) [2, 3) inches Tablet 47% 38% 9%4% 59% 29% 9%2% 45% 34% 15% 3% Diagonal Size [9, 10) [7, 8) [10, 11) [8, 9) [9, 10) [7, 8) [10, 11) [8, 9) [9, 10) [7, 8) [10, 11) [8, 9) inches MOVR 2 MOVR 4Q 2014 – Executive Summary – S. America, Africa, Oceania S. America Africa Oceania Form Factor 8% 70% 21% 7% 78% 14% 0.3% 61% 39% feature smartphone tablet Top 5 Motorola Moto G 11.3% Nokia Lumia 520 7.2% Apple iPhone 5 18.7% Smartphones Samsung Galaxy S4 4.7% Samsung Galaxy S4 6.7% Apple iPhone 5S 16.9% Apple iPhone 5S 3.4% Samsung Galaxy S5 3.7% Apple iPhone 4S 8.9% Samsung Galaxy S4… 3.2% Samsung Galaxy… 3.5% Apple iPhone 6 8.2% Samsung Galaxy S III 3.0% Samsung Galaxy S III 3.3% Samsung Galaxy S4 6.6% Apple iPad 2 18% Apple iPad 2 11% Apple iPad 2 22% Top 5 Apple iPad 4 13% Apple iPad 4 9% Apple iPad 4 19% Tablets Apple iPad Air 9% Apple iPad 3 8% Apple iPad 3 14% Apple iPad Mini 9% Apple iPad Air 7% Apple iPad Air 14% Apple iPad 3 8% Apple iPad Mini 7% Apple iPad Mini 14% Smartphone OS 81% 11% 7%0.3% 72% 6% 18% 3.9% 39% 59% 0.1%1.3% Android iOS Windows Phone OS RIM OS Smartphone 48% 23% 12% 12% Diagonal Size 48% 27% 14% 9% 59% 21% 15% 4% [4, 5) [5, 6) [2, 3) [3, 4) inches Tablet Diagonal Size 69% 21% 8%2% 35% 35% 23% 5% 59% 29% 9%2% [9, 10) [7, 8) [10, 11) [8, 9) 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 5.2 billion requests from April 2014 to end of December 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 Motorola Razr 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. • What is MNO Traffic? Traffic originating from Mobile Network Operators (MNO) is detected by its gateway IP address. If the IP address belongs to, or is operated by, a known MNO or MVNO (virtual operator) either for mobile phone internet access or mobile broadband, then it is defined as MNO traffic. MOVR 5 Comparison of Continents 6 Form Factor Feature Phones Tablets • Africa (7%) and S. America (8%) exhibit the highest penetration • North America (33%), Europe (39%) and Oceania (39%) exhibit a of feature phones, but they also show a declining trend. high amount of tablet traffic, but it is declining slightly. Smartphones • Tablet growth in Asia and S. America is proceeding, but it • All continents are close to or over 60% smartphone penetration, remains small in comparison to Europe and N. America. showing that the dominance of the smartphone. *Oceania and Africa reflect a small sample size Source: ScientiaMobile MOVR 7 Orientation by Form Factor • 94% of the smartphone hits indicate a portrait orientation. • Tablets are used in landscape (54%) only slightly more than portrait (46%). • Smaller tablets are more prone to portrait orientation. As the diagonal size increases, they are more prone to landscape orientation. Orientation by Form Factor Orientation by Diagonal Size 100% (Global) 100% 16% 16% 90% 90% 19% 80% 80% 42% 41% 46% 56% 70% 70% 62% 68% 68% 60% 60% 82% 94% 96% 95% 95% 50% 50% 97% 96% portrait portrait 40% 40% 84% 81% 84% landscape landscape 30% 30% 58% 59% 54% 44% 20% 20% 38% 32% 32% 10% 10% 18% 6% 0% 0% 4% 5% 3% 4% 5% Smartphone Tablet Source: ScientiaMobile Diagonal Size - Inches Source: ScientiaMobile MOVR 8 Smartphone Manufacturers • Samsung and Apple continue to capture the #1 and #2 manufacturers in most continents, frequently generating over 60% of hits. • Nokia, LG, Motorola, HTC, Sony, Huawei, and Blackberry individually rarely account for over 10% of hits in most continents. 1.3% 0.8% South America 12% 2% 10% 20% 7% 37% 6% 4% 0.7% 2% 0.5% 2% 0.9% Oceania 61% 3% 1.1% 28% 1.4% 0.8% 0.7% 0.2% North America 50% 3% 7% 4% 2% 28% 4% 0.6% Europe 23% 5% 2% 7% 7% 36% 9% 3% 6% 1.3% 1.1% Asia 21% 3% 7% 5% 44% 5% 1.4% 13% 0.7% Africa 7% 3% 5% 3% 18% 38% 6% 2% 17% Apple HTC Huawei LG Motorola Nokia Samsung Sony Sony Ericsson Other Source: ScientiaMobile Source: ScientiaMobile MOVR 9 Smartphone Manufacturer Trend • Apple continue to grow significant share (frequently over 5%) in all continents except Europe.