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Byte Mobile Mobile Analytics Report Feb2012

Byte Mobile Mobile Analytics Report Feb2012

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Published by Arda Kutsal

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Published by: Arda Kutsal on Feb 23, 2012
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05/25/2012

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Mobile Analytics Report: February 2012 1
Mobile Analytics Report
February 2012
1Q 2012 Highlights
Mobile Video Subscriber Behavior
•
The majority o total data trac generated by iPhonesand iPads – 83% – comes rom three apps – MediaPlayer, Saari and App Store/iTunes – at 47%, 21% and15%, respectively.
•
The average mobile data subscriber uses the Twitter appor under fve minutes and spends nearly twice as longon Facebook. YouTube sessions are similar to Facebooksessions with an average time o 8.5 minutes.
•
However, the average Facebook session generates only120KB, while the average YouTube session producesover 40MB – nearly 350 times the data volume. This is aclear indication o the signifcant load that video placeson mobile networks.
Mobile Advertising
•
Android devices generate more advertising transactionsand corresponding data volume on mobile networksthan iOS devices.
•
Google is the dominant source o mobile data tracgenerated by advertisements. DoubleClick, AdMoband AdSense are all owned by Google and generatean average o 75% o the total data produced byadvertisements.
•
As an indication o its richer media content, Apple iAdgenerates higher data volume per transaction than otheradvertising networks – more than double in most cases.
Network Impact
•
Across geographies, video is now the leading drivero total data trac on mobile networks at an averageo 50%. In some networks, data volume due to videocontent is approaching 70%.
•
Compared with 40% in 1Q 2011, this indicates anincrease o 10 percentage points o video-driven datavolume on mobile networks worldwide.
•
The average Android tablet user generates twice thedata volume produced by a comparable Androidsmartphone subscriber, while the typical iPad usergenerates three times the data volume produced by acomparable iPhone subscriber.
•
A fve-minute video at 360p resolution generatesapproximately 10-15MB o data trac on the network.
•
A fve-minute video with high-defnition quality on oneo the latest LTE devices could generate as much as75MB o trac – fve times that o a 360p video.
This report anonymously sources data trac rom a globalcross-section o Bytemobile customers’ mobile networksand provides insight into the current state o the mobileecosystem.
This special Mobile Analytics Report or the rst quarter o 2012 provides insight into theorces driving the explosion in smartphone and tablet usage, the resulting impact on mobilenetworks, and ways in which mobile operators can leverage network intelligence or protabledata revenue growth. The intent is to provide operators with real-world use cases or creatingintelligent policies to generate unique service diferentiation and monetization opportunities.
MOBILE
ANALYTICS REPORT
 
Mobile Analytics Report: February 2012 2
Top 3 Apps Make Up Majority o iOS UsageNetwork Impact Varies by App
Findings:
•
The majority o total data trac generated by iPhones and iPads – 83% – comes rom three apps – Media Player, Saari andApp Store/iTunes – at 47%, 21% and 15%, respectively.
•
The most used app is Saari, which accounts or over 60% o transactions between the device and the network.
Findings:
•
The average mobile data subscriber uses the Twitter app or under fve minutes and spends nearly twice as long onFacebook. YouTube sessions are similar to Facebook sessions, with an average time o 8.5 minutes.
•
However, the average Facebook session generates only 120KB, while the average YouTube session produces over 40MB –nearly 350 times the data volume. This is a clear indication o the signifcant load that video places on mobile networks.
•
Facebook is one o the top destinations or mobile subscribers, generating more than 35% o total network transactions.However, Facebook accounts or a relatively low volume o data at approximately 5% o network trac.
0%20%40%60%80%100%
47%21%61%5%
 
47%21%61%
15%
5%
Data Volume
iOS Impact
Transactions
Other AppsTwitterFacebookYouTubeMapsApp Store/iTunesSafariMedia Player
Time Spent by Mobile App
0 1 2 3 6 7 84 5
TwitterFacebookYouTubeMinutes per Subscriber Session
52%33%
4.579.068.51
109
Data Volume by Mobile App
0 5 10 15 30 35 4020 25
TwitterFacebookYouTubeMegabytes per Subscriber Session
52%33%
170 KB40 MB120 KB
Mobile Network Impact of Facebook
FacebookTransactions,36.20%OtherTransactions, 63.80%Facebook DataVolume, 6.43%Other Data
 Volume, 93.57%
 
Mobile Analytics Report: February 2012 3
Dissecting the Mobile Advertising Ecosystem
Findings:
•
Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOSdevices.
•
Google is the dominant source o mobile data trac generated by advertisements. DoubleClick, AdMob and AdSense areall owned by Google and generate an average o 75% o the total data produced by advertisements.
•
Google advertisements on Android devices and on iOS devices have relatively equal impact on the network.
•
As an indication o its richer media content, Apple iAd generates higher data volume per transaction than other advertisingnetworks – more than double in most cases.
Android Devices Generate More Ads
9%91%2%98%5%95%1%99%iOS TransactionsAndroid Data VolumeAndroid TransactionsiOS Data VolumeAd TransactionsNon-Ad TransactionsAd VolumeNon-Ad Volume
AdMob
-246810121416
Yahoo! MediaMillennial MediaiAdDoubleClickAdSense
Average Data Volume Generated per Ad Transaction
       K       B     y      t     e     s
Mobile Ads Dominated by Google
0%25%50%75%100%
Android Ad Serversby Data VolumeAndroid Ad Serversby TransactioniOS Ad Serversby Data VolumeiOS Ad Serversby Transaction
DoubleClickAdMobAdSenseOther Ad Networks

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