Feb 2014

Mobile AnalyticsReport

© 2014 Citrix

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

2013 2014

© 2014 Citrix

Images driving mobile social networking data usageSharing images generates 63% of social networking mobile data volume;

Video generates nearly 32%

© 2014 Citrix

Social networking impact differs between regions and operators

Effect on smartphone subscriber data volume

EMEA Operator A

EMEA Operator B

US Operator A

US Operator B

Asia Operator A

% of Daily Smartphone Data Volume

11%

7%

6%

10%

4%

© 2014 Citrix

Social networking impact differs between regions and operators

Effect on smartphone subscriber volume

EMEA Operator A

EMEA Operator B

US Operator A

US Operator B

Asia Operator A

% of Daily Smartphone Subscribers

49%

38%

16%

31%

41%

© 2014 Citrix

Android tablets generate 2X the traffic volume of Android smartphones

© 2014 Citrix

iOS tablets generate 3X more traffic volume than iOS smartphones

© 2014 Citrix

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

Facebook 4%

© 2014 Citrix

Time of day affects mobile content & data volume

News

Weather

Shopping

Finance

0.0%

2.5%

5.0%

7.5%

10.0%

0500 0700 0900 1100 1300 1500 1700 1900 2100 2300

© 2014 Citrix

Time of day affects mobile content & data volume

Social

Dating

Video

Adult

0.0%

175.0%

350.0%

525.0%

700.0%

0500 0700 0900 1100 1300 1500 1700 1900 2100 2300

© 2014 Citrix

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

3% 4% 5% 5% 6%7%

11%

17%18%

25%

Baby Bump Lose It!Map My RunPregnancy+Period Diary

My Fitness Pal Runtastic

Nike+Weight Watchers RunKeeper

© 2014 Citrix

Mobile games with embedded video impacting network2014 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

Video Images App/Web

98%

77%

© 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 goingHalf of 720p and higher resolution videos stall

240p and lower

360p and lower

480p and lower

720p and lower

higher than 720p

Mobile Video Stalling by Resolution

10.5%

14.5% 15.1%

36.0%

45.7%

© 2014 Citrix

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

Mobile Analytics Report

February 2014

The Citrix Mobile Analytics Report for February 2014 provides insight into

subscriber behavior and related factors that affect subscribers’ quality

of experience (QoE) with mobile data services. The intent is to provide mobile

network operators with real-world examples that can inform decisions about

improving subscriber QoE and differentiating services to manage and monetize

increasing volumes of traffic, while at the same time providing broad insight into

the state of the mobile data ecosystem.

February 2014 Highlights

The February 2014 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.

y Mobile ads are now served to 50% of smartphone

subscribers - up from 30% of smartphone subscribers

as reported in the February 2013 Citrix Mobile Analytics

Report.

y Internet Radio has doubled in subscriber popularity with

20% of subscribers listening to Internet Radio over the

mobile network - up from 10% as reported in February

2013.

y 10% of smartphone subscribers play network-connected

games. Mobile games generate 1.5% of an average

smartphone subscriber’s data volume, comparable to the

volume attributable to mobile advertising as reported in

November 2013.

y The top 10 most popular mobile health apps by subscriber

usage are related to fitness and running, weight-loss and

nutrition, and women’s health.

y Social networking is increasing in network impact as this

category is made up of 63% images and 32% video – a

significant change from 2013 when social networking

video apps such as Vine and Instagram Video didn’t

exist.

y This year, 50% of mobile web pages downloaded in

5 seconds or less, a 3-second improvement over the

figure reported in February 2013, in which 50% of

mobile web pages downloaded in 8 seconds or less.

y On average, mobile videos on an LTE network stall for

an average of 15 seconds while on a 3G network, video

stalling averages 47 seconds.

This report is an analysis of anonymously sourced information gathered over the preceding quarter about mobile network data traffic from a global

cross-section of Citrix customers. The data presented is not intended to reflect a comprehensive view of all mobile network data traffic or of all

mobile network subscribers.

© 2014 Citrix

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