The February 2014 Mobile Analytics Report provides insight into mobile data subscribers’ daily usage patterns and the impact this behavior has on operators’ networks. Findings from the report address topics such as mobile advertising and social networking, mobile network usage by content type and time of day, mobile games, mobile health and quantitative examples of measured mobile data experience.

1. Feb 2014
Mobile
Analytics
Report

2. The mobile advertising ecosystem is growing rapidly
• 50% of smartphone subscribers are now served ads
• 66% increase over 2013 when only 3 out of 10 were served ads
© 2014 Citrix

3. Smartphones users are tuning into Internet radio
• 20% of smartphone subscribers now listen to internet radio
• 100% increase year over year
© 2014 Citrix

4. Mobile subscribers connecting for mobile games
*
10% of mobile users play games which utilize mobile network connectivity
* The Citrix Mobile Analytics Report did not measure this last year
© 2014 Citrix

5. Mobile software updates are on the rise
*
• 20% of mobile users are downloading software updates over cellular networks
• Driven by iOS7 which doubled the limit of updates over the cellular network to
100 MB and enabled automatic application updates
* The Citrix Mobile Analytics Report did not measure this last year
© 2014 Citrix

6. Social networking on mobile devices remains strong
2013
2014
• 4 out of 10 mobile users continue to engage in social networking
© 2014 Citrix

7. Images driving mobile social networking data usage
Sharing images generates 63% of social networking mobile data volume;
Video generates nearly 32%
© 2014 Citrix

8. Social networking impact differs between regions and operators
Effect on smartphone subscriber data volume
11%
10%
EMEA Operator A
7%
EMEA Operator B
6%
US Operator A
4%
US Operator B
Asia Operator A
% of Daily Smartphone Data Volume
© 2014 Citrix

9. Social networking impact differs between regions and operators
Effect on smartphone subscriber volume
49%
41%
38%
EMEA Operator A
31%
EMEA Operator B
US Operator A
16%
US Operator B
Asia Operator A
% of Daily Smartphone Subscribers
© 2014 Citrix

10. Android tablets generate 2X the traffic volume of Android smartphones
© 2014 Citrix

11. iOS tablets generate 3X more traffic volume than iOS smartphones
© 2014 Citrix

12. Media player continues to drive mobile data volume
And YouTube continues to drive media player data volume
Facebook 4%
© 2014 Citrix

13. Time of day affects mobile content & data volume
10.0%
News
7.5%
Weather
Shopping
5.0%
Finance
2.5%
0.0%
0500
© 2014 Citrix
0700
0900
1100
1300
1500
1700
1900
2100
2300

14. Time of day affects mobile content & data volume
700.0%
Social
525.0%
Dating
Video
350.0%
Adult
175.0%
0.0%
0500
© 2014 Citrix
0700
0900
1100
1300
1500
1700
1900
2100
2300

15. Running applications drive mobile health apps
Top 10 mobile health apps by number of subscribers from a network perspective
25%
17%
18%
11%
3%
Baby Bump
© 2014 Citrix
4%
5%
Lose It!
Period Diary
5%
Pregnancy+
6%
Map My Run
7%
Nike+
Weight Watchers
RunKeeper
My Fitness Pal
Runtastic

16. Mobile games with embedded video impacting network
2014 volume climbing; in 2013 no top mobile games
involved video content being sent over the network
Top 5 by Data Volume 2013
Top 5 by Data Volume 2014
Words with Friends
Temple Run
Hay Day
Bejeweled
Solitaire
Solitaire
My Talking Tom
Angry Birds
© 2014 Citrix
Despicable Me
Top Eleven

17. Snapshot of video impact on mobile gaming
98%
77%
Video
© 2014 Citrix
Images
App/Web

18. The mobile web user experience is improving
© 2014 Citrix

19. But the mobile video user experience still lags
© 2014 Citrix

20. Accessing high resolution video can still be slow going
Half of 720p and higher resolution videos stall
45.7%
36.0%
240p and lower
360p and lower
480p and lower
14.5%
15.1%
10.5%
higher than 720p
Mobile Video Stalling by Resolution
© 2014 Citrix
720p and lower

21. Bytemobile reduces video stalling by 54%
Effect of optimization on video stalling
© 2014 Citrix

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