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February 2014 Mobile Analytics Report

Published on December 2016 | Categories: Documents | Downloads: 16 | Comments: 0

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.



Feb 2014 Mobile Analytics Report

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

Smartphones users are tuning into Internet radio

• 20% of smartphone subscribers now listen to internet radio • 100% increase year over year

© 2014 Citrix

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

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

Social networking on mobile devices remains strong



• 4 out of 10 mobile users continue to engage in social networking

© 2014 Citrix

Images driving mobile social networking data usage
Sharing images generates 63% of social networking mobile data volume; Video generates nearly 32%

© 2014 Citrix

Social networking impact di!ers between regions and operators
Effect on smartphone subscriber data volume

11% 10% EMEA Operator A 7% 6% 4% EMEA Operator B US Operator A US Operator B Asia Operator A

% of Daily Smartphone Data Volume

© 2014 Citrix

Social networking impact di!ers between regions and operators
Effect on smartphone subscriber volume

49% 41% EMEA Operator A 31% EMEA Operator B US Operator A 16% US Operator B Asia Operator A


% of Daily Smartphone Subscribers

© 2014 Citrix

Android tablets generate 2X the tra"c volume of Android smartphones

© 2014 Citrix

iOS tablets generate 3X more tra"c volume than iOS smartphones

© 2014 Citrix

Media player continues to drive mobile data volume
And YouTube continues to drive media player data volume

Facebook 4%

© 2014 Citrix

Time of day a!ects mobile content & data volume


News 7.5% Weather Shopping 5.0% Finance


0500 0700 0900 1100 1300 1500 1700 1900 2100 2300

© 2014 Citrix

Time of day a!ects mobile content & data volume


Social 525.0% Dating Video 350.0% Adult


0500 0700 0900 1100 1300 1500 1700 1900 2100 2300

© 2014 Citrix

Running applications drive mobile health apps
Top 10 mobile health apps by number of subscribers from a network perspective




11% 4% 5% 5% 6% 7%


Baby Bump

Lose It!

Period Diary


Map My Run


Weight Watchers


My Fitness Pal


© 2014 Citrix

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
Words with Friends Temple Run Bejeweled Solitaire Angry Birds

Top 5 by Data Volume 2014
Despicable Me Hay Day Solitaire My Talking Tom Top Eleven

© 2014 Citrix

Snapshot of video impact on mobile gaming

98% 77%
Video Images App/Web

© 2014 Citrix

The mobile web user experience is improving

© 2014 Citrix

But the mobile video user experience still lags

© 2014 Citrix

Accessing high resolution video can still be slow going
Half of 720p and higher resolution videos stall



240p and lower 360p and lower 480p and lower

14.5% 10.5%


720p and lower higher than 720p

Mobile Video Stalling by Resolution

© 2014 Citrix

Bytemobile reduces video stalling by 54%
Effect of optimization on video stalling

© 2014 Citrix

Want to read the full Mobile Analytics Report?

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© 2014 Citrix

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