mobile web metrics report 2011 edition 1...mobile web applications and overcomes mobile hard- and...

Mobile Web Metrics Report

2011 – Edition 1 February 2011

Copyright ©2011 Netbiscuits GmbH

Netbiscuits is protected by copyright and all rights are reserved, including the rights to translation,

copies, and reproduction using photomechanical or electronic systems. Protected trademarks, brand

names etc. are not explicitly stated as such in the text. The lack of such identifiers in no way implies

that the terms are not free names as defined by applicable trade mark and brand name legislation.

Names of people and companies used as examples are always fictitious.

The information in this document has been carefully checked and can be considered reliable.

Nevertheless, no guarantee can be given for the accuracy of the information in this document. In

particular, no pledge can be given as to the suitability of the products described here for specific

purposes. Netbiscuits retains the right to alter the products and product information specified here.

Netbiscuits accepts no liability from events arising from the usage of the products described here.

Issue of this document is not accompanied by licenses entitling you to use the listed products, nor

products of Netbiscuits or of other companies.

3 / 30 © 2011 Netbiscuits GmbH

CONTENT

1 INTRODUCTION .................................................................................................................................................. 4

2 METHODOLOGY ................................................................................................................................................. 4

2.1 SEGMENTATION ............................................................................................................................................. 4

2.2 DATA GENERATION ........................................................................................................................................ 4

2.3 GEOGRAPHIC CLASSIFICATION .......................................................................................................................... 5

3 ABOUT NETBISCUITS ........................................................................................................................................... 6

4 GLOBAL DEVICE STATISTICS .................................................................................................................................. 7

4.1 GLOBAL NUMBER OF DEVICES .......................................................................................................................... 7

4.2 GLOBAL ACCESS SHARE OF DEVICES................................................................................................................... 8

4.3 GLOBAL DOMINATING FEW DEVICES ................................................................................................................. 8

4.4 GLOBAL DEVICE LONG TAIL .............................................................................................................................. 9

4.5 GLOBAL SMARTPHONE SHARE ........................................................................................................................ 10

5 REGIONAL DEVICE STATISTICS ............................................................................................................................. 11

5.1 REGIONAL NUMBER OF DEVICE & ACCESS SHARE............................................................................................... 11

5.2 REGIONAL SMARTPHONE BREAKDOWN BY OPERATING SYSTEM ............................................................................ 12

5.3 REGIONAL METRICS FOR NORTHERN AMERICA .................................................................................................. 13

5.4 REGIONAL METRICS FOR WESTERN EUROPE ...................................................................................................... 14

5.5 REGIONAL METRICS FOR ASIA PACIFIC (DEVELOPED) ........................................................................................... 15

6 DEVICE STATISTICS BY MARKET ........................................................................................................................... 16

6.1 MARKET METRICS FOR THE UNITED STATES ...................................................................................................... 16

6.2 MARKET METRICS FOR THE UNITED KINGDOM .................................................................................................. 17

6.3 MARKET METRICS FOR GERMANY ................................................................................................................... 18

6.4 MARKET METRICS FOR MALAYSIA ................................................................................................................... 19

6.5 MARKET METRICS FOR AUSTRALIA .................................................................................................................. 20

7 HTML5 CAPABILITIES OF MOBILE DEVICES ........................................................................................................... 21

7.1 HTML5 SUPPORT OF TOP DEVICES IN THE USA ................................................................................................ 24

7.2 HTML5 SUPPORT OF TOP DEVICES IN THE UK .................................................................................................. 24

7.3 HTML5 SUPPORT OF TOP DEVICES IN GERMANY ............................................................................................... 25

7.4 HTML5 SUPPORT OF TOP DEVICES IN MALAYSIA .............................................................................................. 25

7.5 HTML5 SUPPORT OF TOP DEVICES IN AUSTRALIA .............................................................................................. 26

7.6 TOP 5 SUPPORTED HTML5 FEATURES ............................................................................................................. 26

7.7 TOP 5 PARTIALLY SUPPORTED HTML5 FEATURES .............................................................................................. 27

7.8 TOP 5 NOT SUPPORTED HTML5 FEATURES ...................................................................................................... 27

8 CONCLUSIONS .................................................................................................................................................. 29

9 CONTACT ........................................................................................................................................................ 30


1 INTRODUCTION Which devices really matter for your mobile strategy? Which platforms dominate your market? Just

how long is the Long Tail of mobile devices in your industry? What impact will technologies such as

HTML5, CSS3, JavaScript, and AJAX have on your mobile strategy? Site or app, what is the right

approach for your mobile use case and target audience?

Netbiscuits, the world’s leading cloud software service for cross-platform mobile sites and apps, has

opened its logs to answer these questions, and more, based on metrics generated from the 4.5

billion mobile pages that our mobile cloud software platform currently delivers to more than 2.900

different devices every month worldwide.

2 METHODOLOGY

2.1 SEGMENTATION One main aim of this document is to illustrate how many different devices actually make up the 100

percent of all mobile devices accessing a site on the web. To make these statistics more useful this

report separates the “Dominating Few” from the “Long Tail” of devices as follows:

Dominating Few: 5.00% or higher share of all devices accessing sites via Netbiscuits

Long Tail: 4.99% or lower share of all devices accessing sites via Netbiscuits

Please note that this split differs from the percentile split between Dominating Few and Long Tail

devices that were used in our last report, published in July 2010.

We made this change, because the feedback we received indicated that the market perceived the

“dominating devices” as those few with the greatest absolute share than those that make up for the

first 50 percent of all devices accessing a site.

2.2 DATA GENERATION All data presented in this report was generated exclusively from web-enabled mobile devices that

requested mobile websites delivered by Netbiscuits. Requests generated by bots, desktop browsers

and mobile device emulators have intentionally been excluded to give a more realistic overview.

The statistics presented in this report don’t necessarily reflect general market trends. They may

contain inconsistent naming over time for single devices. These inconsistencies result the constant

update of Netbiscuits’ device detection database. Around 50 new device profiles are added to this

proprietary database on a monthly basis. Some device names are abbreviated for layout reasons.

Please also note that the specific analysis on smartphones presented in this report does not include

devices without cellular phone capability, such as the Apple iOS based iPod Touch media player and

iPad media tablet.


2.3 GEOGRAPHIC CLASSIFICATION In this report all geographic information regarding accessing devices is classified into eight regions

described below. Content requests originating from Antarctica, French Southern Territories, Heard

Island, McDonald Islands, South Georgia Islands and South Sandwich Islands as well as from

anonymous proxies and satellite providers are not matched to any of the classified regions.

Asia-Pacific (developed): Australia, Hong Kong, Japan, Republic of Korea, Macau, Marshall Islands,

Federated States of Micronesia, New Caledonia, New Zealand, Singapore, Taiwan

Asia-Pacific (developing): Afghanistan, American Samoa, Bangladesh, Bhutan, Brunei Darussalam,

Cambodia, China, Christmas Island, Cocos (Keeling) Islands, Cook Islands, Fiji, French Polynesia,

Guam, India, Indonesia, Kazakhstan, Kiribati, Democratic People's Republic of Korea, Kyrgyzstan, Lao

People's Democratic Republic, Malaysia, Maldives, Mongolia, Myanmar, Nauru, Nepal, Niue, Norfolk

Island, Northern Mariana Islands, Pakistan, Palau, Papua New Guinea, Philippines, Pitcairn, Samoa,

Solomon Islands, Sri Lanka, Tajikistan, Thailand, Timor-Leste, Tokelau, Tonga, Turkmenistan, Tuvalu,

Uzbekistan, Vanuatu, Vietnam, Wallis and Futuna

Eastern Europe: Albania, Armenia, Azerbaijan, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia,

Czech Republic, Estonia, Georgia, Hungary, Kosovo, Latvia, Lithuania, Macedonia, Republic of

Moldova, Montenegro, Poland, Romania, Russian Federation, Serbia, Slovakia, Slovenia, Turkey,

Ukraine

Middle East and Northern Africa: Algeria, Bahrain, Egypt, Islamic Republic of Iran, Iraq, Israel, Jordan,

Kuwait, Lebanon, Libyan Arab Jamahiriya, Morocco, Oman, Palestinian Territory, Qatar, Saudi Arabia,

Sudan, Syrian Arab Republic, Tunisia, United Arab Emirates, Yemen

North America: Bahamas, Bermuda, Canada, Greenland, Saint Pierre and Miquelon, United States,

Virgin Islands (U.S.)

South and Central America: Anguilla, Antigua and Barbuda, Argentina, Aruba, Barbados, Belize,

Bolivia, Brazil, Cayman Islands, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic,

Ecuador, El Salvador, Falkland Islands (Malvinas), Grenada, Guadeloupe, Guatemala, Haiti, Honduras,

Jamaica, Martinique, Mexico, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Peru,

Puerto Rico, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trinidad

and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, British Virgin Islands

Sub-Saharan Africa: Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central

African Republic, Chad, Comoros, Congo, The Democratic Republic of the Congo, Cote D'Ivoire,

Djibouti, Equatorial Guinea, Eritrea, Ethiopia, French Guiana, Gabon, Gambia, Ghana, Guinea,

Guinea-Bissau, Guyana, Kenya, Lesotho, Liberia, Madagascar, Malawi, Mali, Mauritania, Mauritius,

Mayotte, Mozambique, Namibia, Niger, Nigeria, Reunion, Rwanda, Saint Helena, Sao Tome and

Principe, Senegal, Seychelles, Sierra Leone, Somalia, South Africa, Swaziland, United Republic of

Tanzania, Togo, Uganda, Zambia, Zimbabwe

Western Europe: Aland Islands, Andorra, Austria, Belgium, Cyprus, Denmark, Faroe Islands, Finland,

France, Germany, Gibraltar, Greece, Guernsey, Holy See (Vatican City State), Iceland, Ireland, Isle of


Man, Italy, Jersey, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San

Marino, Spain, Svalbard and Jan Mayen, Sweden, Switzerland, United Kingdom

3 ABOUT NETBISCUITS Netbiscuits is the world’s leading cloud software service for cross-platform development, publishing

and monetization of mobile sites and apps. Taking take advantage of the latest HTML5, CSS3 and

Javascript technologies, our feature-rich, enterprise-class platform enables you to provide your

customers with the best mobile user experience. If necessary, we even go beyond HTML5 to enable

the best possible and most tailored experience for you customers across all platforms and devices.

Netbiscuits exploits the rich, touch-based user interface capabilities of high-end mobile phones and

also guarantees optimized delivery to less expensive but highly popular mass market feature phones

as well. Furthermore, our platform gives you one central platform to manage your mobile sites and

apps. It supports all mobile operating systems, including Apple iOS, Google Android, Nokia Symbian,

MS Windows Phone 7, Samsung bada, HP WebOS, and RIM BlackBerry, and empowers you to deliver

optimized content to the broadest range of web-enabled mobile devices, including media tablets,

game consoles, media players, e-readers and of course feature phones and smartphones.

To facilitate the best possible user experience on any device, Netbiscuits follows a unique concept:

Our platform provides a wide range of multi-layout building blocks – our famous “Biscuits” – with

each of them able to be individually adapted to the capabilities of a specific device. These Biscuits are

our “secret sauce” as they allow us to deliver high-quality optimized mobile sites to smartphones,

features phones and any other web-enabled mobile device from one single code base.

Being a cloud software service, Netbiscuits gives you access to the world’s best mobile software tools

and publishing platform on the web. This approach offers you guaranteed security and reliability, yet

is scalable and a cost-effective way to implement your mobile projects and realize ROI fast.

Our services include technical consulting, implementation, and support for mobile sites and apps.

Additionally, we provide you with training for your staff to enable your team to set up and manage

professional mobile web programs fast and cost-efficiently in-house using Netbiscuits.

For in-house development Netbiscuits provides an integrated development environment comprised

of software tools and APIs for mobile device management, content trans-coding, and the device-


specific delivery of mobile applications. Our technology dramatically improves the user experience of

mobile web applications and overcomes mobile hard- and software fragmentation.

To cover also the app side of your mobile strategy, Netbiscuits provides you with the full range of

solutions from pure native apps to Native Hybrid Apps, which allow you to integrate functionality and

content from a mobile site into a platform specific client application. Native Hybrid Apps are fully

compliant with all requirements of the respective app platform and allow you to manage content and

services from one single platform in the fastest and most cost-efficient way.

Netbiscuits is a player in the mobile space since the year 2000. Today the company serves the mobile

Internet programs of numerous premium brands, global agency networks and leading companies

from a vast array of different industries, including but not limited to media and publishing, commerce

and retail, travel and hospitality, and information services. Globally Netbiscuits delivers more than

4.5 billion mobile page impressions each month. Currently, the company runs offices in the USA, the

UK, Germany, and Singapore.

4 GLOBAL DEVICE STATISTICS Netbiscuits stores the profiles of 6,000+ different web-enabled mobile devices from all over the

world in its proprietary device detection database. Our advanced device recognition combined with

our unique “Biscuits” technology, our powerful rich media conversion engines and our globally

redundant server infrastructure allows us to optimize and deliver mobile websites to virtually any

web-enabled mobile device on this planet.

4.1 GLOBAL NUMBER OF DEVICES The table below shows the number of different devices that requested mobile sites via Netbiscuits

globally between May 2009 and November 2010. It separates this number into the Dominating Few

(above 5 percent access share) and the Long Tail of devices (below 5 percent access share).

Devices May 09 Nov. 09 May 10 Nov. 10

Unique Devices 1,961 2,930 2,516 2,926

Dominating Few 2 3 2 3

Long Tail 1,989 2,927 2,514 2,923

Global Number of Devices, May 2009 – November 2010 (© Netbiscuits, 2011)

The figures show an average monthly number of 2,583 unique devices that requested mobile sites

via Netbiscuits globally. From them an average number of only 2.5 devices made it across the 5

percent hurdle to become part of the dominated few. On the other hand, a stunning average of

2,588 unique devices accounted for the global mobile device Long Tail in the same period of time.


4.2 GLOBAL ACCESS SHARE OF DEVICES More interesting than the pure number of devices is the share that the Dominating Few devices

made when accessing mobile sites via Netbiscuits compared to the share that the Long Tail of devices

generated.

Share May 09 Nov. 09 May 10 Nov. 10

Unique Devices 100% 100% 100% 100%

Dominating Few 28.97% 30.37% 40.18% 39.16%

Long Tail 71.03% 69.63% 59.82% 60.84%

Global Access Share of Devices, May 2009 – November 2010 (© Netbiscuits, 2011)

These figures indicate two trends: Even though generated by only two to three devices throughout

the whole period of time, the share of the Dominating Few has grown significantly between May

2009 and November 2010 and levels off at around 40 percent today.

One the other hand the figures show clearly that the Long Tail of devices always summed up to 60

percent and more during the whole period of time. So the largest number of mobile devices that are

requesting mobile sites today rest within the Long Tail.

4.3 GLOBAL DOMINATING FEW DEVICES The table below shows the dominating devices that generated 5 or more percent of all site requests

on Netbiscuits between May 2009 and November 2010 globally.

Position May 09 Nov. 09 May 10 Nov. 10

1 Apple/iPhone 3G Apple/ iPhone; 3G; 3GS (Firmware 2.2-3.1)

Apple/iPhone, 3G, 3GS (Firmware 2.2-

3.1)

Apple/iPhone 3G, 3GS, 4 (Firmware

≥4.0)

2 BlackBerry/8330

(Curve) Apple/iPhone 3G Apple/iPod Touch (Firmware 2.2-2.2.1)

Apple/iPhone; 3G; 3GS (Firmware 2.2-

3.2)

3 BlackBerry/8330

(Curve) Apple/iPod Touch

(Firmware 2.2-2.2.1)

Global Dominating Few Devices, May 2009 – November 2010 (© Netbiscuits, 2011)

Unsurprisingly, Apple devices still hold the pole positions all the time. While BlackBerry had still

managed to be part of the top few in 2009, Apple pushed them aside completely in 2010. From a

global perspective BlackBerry had become a Long Tail device manufacturer in May 2010 for

Netbiscuits.


4.4 GLOBAL DEVICE LONG TAIL There is no clear way to list an average number of 2,588 unique mobile devices. However, to still give

you an impression of our global device Long Tail the graph below illustrates the share of the top 40

devices that accessed mobile sites via Netbiscuits in November 2010.

Global Top 40 Devices, Netbiscuits, November 2010 (© Netbiscuits, 2011)

In that month, the three dominating Apple devices accounted to 39.16 percent of all mobile website

requests handled by Netbiscuits. The other 2,923 devices together generated 60.84 percent.

Android-based handsets like the Motorola A855 and Samsungs GT-I 9000 were the strongest

followers of Apple while BlackBerry had its first appearance in the list only at position six.


4.5 GLOBAL SMARTPHONE SHARE 23.1 percent of the worldwide handset shipments during 2010 were smartphones. It’s no surprise to

find Netbiscuits’ global mobile device metrics demonstrating a strong usage of smartphones, too,

with Apple iOS, Google Android, Nokia Symbian (≥ S60) and RIM BBOS in the lead.

Segmented by operating systems, the following graphic illustrates the share that the most relevant

smartphone platforms generated on Netbiscuits in November 2010, globally.

Global Smartphone Share by OS, November 2010 (© Netbiscuits, 2011)

Netbiscuits global devices stats prove that besides the Dominating Few, thousands of other mobile

devices from many different manufacturers are used for accessing the web today.

The same is true for smartphone platforms. Especially Android, already the dominating smartphone

OS in North American (see next chapter), is used by many different handset manufacturers around

the world. Furthermore, it can be expected that the share of Windows Phone OS will grow in 2011,

now that Microsoft and Nokia are cooperating in the smartphone segment.

iOS; 42.46%

Android; 23.19%

Symbian; 16.47%

RIM OS; 11.78%

Windows Mobile; 3.51%

bada; 1.38%

WebOS; 0.83%

PalmOS; 0.28%

Windows Phone; 0.10%


5 REGIONAL DEVICE STATISTICS

5.1 REGIONAL NUMBER OF DEVICE & ACCESS SHARE Broken down into global regions, the number of devices and the traffic share generated by the

Dominating Few and the Long Tail of devices differ greatly.

Nov. 2010

Unique Devices

Dominating Few

DF Share

Long Tail

LT Share

Asia Pacific (developed)

1,490 3 44.89% 1,487 55.11%

Asia Pacific (developing)

1,606 3 24.24% 1,603 75.76%

Eastern Europe

1,438 2 15.62% 1,436 84.38%

Middle East & Northern

Africa

1,099 3 27.67% 1,096 72.33%

South & Central America

1,226 3 20.70% 1,223 79.30%

Northern America

2,228 4 36.61% 2,224 73.39%

Sub-Saharan Africa

1,331 1 7.60% 1,330 92.40%

Western Europe

2,277 3 40.81% 2,274 59.19%

Regional Number of Device & Access Share, November 2010 (© Netbiscuits, 2011)

Obviously the highest numbers of unique devices accessing our mobile publishing platform come

from the most developed markets in Western Europe and North America while the lowest numbers

come from Middle East Asia and Africa. Generally the number of devices accessing mobile sites

grows with the level of development in a given market. Nevertheless, the figures for APAC

developing and APAC developed seem to contradict this. An explanation might be that APAC

developing is a by far bigger territory than APAC developed.

In all regions we find less than a hand full of Dominating Few devices. What’s really interesting is that

North America, undoubtedly the most advanced mobile web market on the globe, provides the

highest number in this category. Even though three of them are still based on iOS, this is another

indicator that the undisputed dominance of Apple devices begins to crumble in its home market.

Regarding the share of site requests transferred by the Dominating Few, our figures indicate a

simple equation: Developed regions like Western Europe, Northern America and APAC developed

with a higher penetration of smartphones show a relatively huge percentile share for the Dominating

Few – between 36 and 44 percent in November 2010. On the contrary, regions that are less


penetrated by smartphones show a much lower traffic share for the Dominating Few – down to only

7.60 percent in Sub-Saharan Africa generated by a Samsung device (SGH-E25, E256 Brasil, E250L).

We already learned that by far the highest number of devices accessing mobile sites belong to the

Long Tail. More important than the actual number is the fact that in all regions around the globe

these devices account for the lion’s share of website requests. No region has a Long Tail share lower

than 55 percent. In Northern America the Long Tail actually accounted for more than 73 percent of

all website requests transferred to Netbiscuits in November 2010.

5.2 REGIONAL SMARTPHONE BREAKDOWN BY OPERATING SYSTEM Four operating systems are currently dominating the smartphone market globally: Apple iOS, Google

Android, Nokia Symbian and RIM BlackBerryOS. But the differences between regions are huge.

Regional Smartphone Breakdown by OS, November 2010 (© Netbiscuits, 2011)

In six out of eight regions, Apple still provides the top 1 dominating device based on the number of

website requests via Netbiscuits. Only in Middle East / Northern Africa and Sub-Saharan Africa other

devices take the pole position.

But if you take all devices into account – Dominating Few and Long Tail – the picture changes

dramatically: In North America Google Android has taken over the pole position from Apple iOS. In

fact, only in two regions – Western Europe and APAC developed – Apple was still the market leader

in November 2010.

PalmOS

Windows Phone

WebOS

bada

Windows Mobile

RIM OS

Symbian

Android

iOS


5.3 REGIONAL METRICS FOR NORTHERN AMERICA

Northern America, Key Indicators, November 2010 (© Netbiscuits, 2011)

Northern America, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

Northern America

Unique Devices 2,228

Dominating Few (36.61%) 4

Long Tail (73.39%) 2,224

Top 10 Vendors/Devices Share

Apple/iPhone 3G, 3GS, 4 (Firmware ≥4.0) 13.31%

Apple/iPhone; 3G; 3GS (Firmware 2.2-3.2) 10.74%

Motorola/A855 V2.2 (A853, Droid, …) 7.41%

Apple/iPod Touch (Firmware 2.2-2.2.1) 5.15%

Motorola/Droid X (MB810, Shadow) 2.25%

Samsung/GT-I9000 (Galaxy S, …) 2.09%

Blackberry/8530 (Curve2,Aries) 1.80%

HTC/Evo 4G (Supersonic) V2.2 1.68%

Access/NetFront 1.57%

Blackberry/9700 (Onyx, Bold 2) 1.53%

iOS; 35.12%

Android; 39.66%

Symbian; 2.29%

RIM OS; 16.30%


bada; 0.01%

WebOS; 1.08%

PalmOS; 0.83%


Smartphone OS Breakdown


5.4 REGIONAL METRICS FOR WESTERN EUROPE

Western Europe, Key Indicators, November 2010 (© Netbiscuits, 2011)

Western Europe, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

Western Europe



Long Tail (59.19%) 2,274





Nokia/5800 (XpressMusic, 5802) 2.33%


Blackberry/8520 (Gemini, Curve) 2.12%



Samsung/GT-S8500 (Wave) 1.63%

Samsung/GT-S5230 (Star, Ely, …) 1.39%

iOS; 46.40%Android;

15.65%

Symbian; 21.77%

RIM OS; 10.16%


bada; 2.18%

WebOS; 0.80%

PalmOS; 0.02%




5.5 REGIONAL METRICS FOR ASIA PACIFIC (DEVELOPED)

Asia Pacific (developed), Key Indicators, Netbiscuits, November 2010 (© Netbiscuits, 2011)

Asia Pacific (developed), Top 40 Devices, Netbiscuits, November 2010 (© Netbiscuits, 2011)

Asia Pacific (developed)



Long Tail (55.11%) 1,487





Nokia/E63 4.28%

Nokia/E71 (E71x) 3.62%

Nokia/N97 2.82%



Samsung/SGH-F480v (Roxy, Tocco) 1.92%

Apple/iPad 1.79%

iOS; 49.70%

Android; 13.98%

Symbian; 31.43%

RIM OS; 2.15%


bada; 0.53%

WebOS; 0.01%

PalmOS; 0.10%




6 DEVICE STATISTICS BY MARKET The impact of any device on traffic statistics varies dramatically by market. To give you an idea about

this variation this chapter shows device data for Netbiscuits-based sites originating from the USA, UK,

Germany and Australia. Again, all data refers to November 2010.

6.1 MARKET METRICS FOR THE UNITED STATES

USA, Key Indicators, November 2010 (© Netbiscuits, 2011)

United States



Long Tail (62.33%) 2,206






Motorola/Droid X (MB810, Shadow) 2.44%

Samsung/GT-I9000 (Galaxy S, … ) 2.23%

HTC/Evo 4G (Supersonic) V2.2 1.82%

Access/NetFront 1.69%

HTC/Desire (ADR6200, Bravo …) 1.52%

Motorola/A955 (Droid2) 1.44%

Android; 43.78%

iOS; 36.93%

RIM OS; 9.52%

Symbian; 2.50%


bada; 0.01%

WebOS; 1.17%

PalmOS; 0.91%



USA, Top 40 Devices, November 2010 (© Netbiscuits, 2011)


6.2 MARKET METRICS FOR THE UNITED KINGDOM

UK, Key Indicators, November 2010 (© Netbiscuits, 2011)

UK, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

United Kingdom



Long Tail (71.61%) 1,814








SonyEricsson/W995 2.07%


Samsung/GT-S5230 (Star, Ely, .) 1.92%

Blackberry/8900 (Curve) 1.85%

Android; 20.45%

iOS; 22.45%

RIM OS; 26.57%

Symbian; 28.06%


bada; 1.13%

WebOS; 0.01%

PalmOS; 0.02% Windows

Phone; 0.05%



6.3 MARKET METRICS FOR GERMANY

Germany, Key Indicators, November 2010 (© Netbiscuits, 2011)

Germany, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

Germany



Long Tail (46.39%) 1,737





Samsung/GT-S8500 (Wave) 2.34%


Motorola/A855 V2.2 (A853, Droid…) 1.46%


HTC/Desire V2.2 (ADR6200, …) 1.30%

Nokia/N97 mini 1.24%

Nokia/N97 1.18%

Android; 11.84%

iOS; 59.27%

RIM OS; 2.26%

Symbian; 18.35%


bada; 2.95%

WebOS; 1.40%

PalmOS; 0.02%




6.4 MARKET METRICS FOR MALAYSIA

Malaysia, Key Indicators, November 2010 (© Netbiscuits, 2011)

Malaysia, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

Malaysia

Unique Devices 707


Long Tail (77.19%) 705





Nokia/E71 (E71x) 3.23%


Nokia/N78 (Galaxy) 2.71%

Nokia/E72 2.26%


Nokia/E63 1.79%

Nokia/X3-00 1.78%

Symbian; 44.19%

iOS; 32.39%

Android; 11.77%

RIM OS; 6.59%


bada; 0.46%

WebOS; 0.16%

PalmOS; 0.01%




6.5 MARKET METRICS FOR AUSTRALIA

Australia, Key Indicators, November 2010 (© Netbiscuits, 2011)

Australia, Top 40 Devices, November 2010 (© Netbiscuits, 2011)

Australia



Long Tail (53.11%) 1,210





Nokia/E63 4.65%

Nokia/E71 (E71x) 3.92%

Nokia/N97 3.09%

Samsung/GT-I9000 (Galaxy S,…) 2.42%

Samsung/SGH-F480v (Roxy, Tocco) 2.12%

Apple/iPad 1.88%

Motorola/A855 V2.2 (A853, Droid,…) 1.85%

Android; 13.50%

iOS; 48.93%

RIM OS; 2.08%

Symbian; 32.90%


bada; 0.57%

WebOS; 0.01%

PalmOS; 0.02%




It is evident that the total numbers of unique devices accessing mobile sites via Netbiscuits in each of

the five markets discussed above differ widely. The USA showed the widest distribution of devices

(2,210), followed by the United Kingdom (1,818) and Germany (1,740) while Australia (1,213) and

especially Malaysia (707) showed significantly lower numbers of unique devices.

The larger numbers for Dominating Few devices (4) can be found in the two most advanced mobile

web markets, the USA and the UK while the market development in Germany and Australia is a little

behind. These markets still only show three devices that manage to stand out the Long Tail and cross

the 5 percent access share hurdle. Again, Malaysia is the last in the row with only two devices – both

Apple iOS-based – dominating the market.

With regards to specific devices it is obvious that Apple took a great chunk within the top ten of the

considered markets. iPhone devices with a firmware version of 2.2 and higher still headed the list in

all five markets in November 2010.

But again, the figures differ clearly between the more and the less developed mobile web markets: In

Germany (53.61%), Australia (46.77%) and Malaysia (44.89%) Apple iOS devices accounted for more

or less the half of all website requests via Netbiscuits in November 2010.

In the world’s leading mobile web markets the same devices only accounted for a site access share of

29.66 percent in the USA and 21.33 percent in the UK. Again these figures clearly show a trend to

more devices besides the Apple iOS family that are heavily used for mobile web access.

7 HTML5 CAPABILITIES OF MOBILE DEVICES HTML5 enables websites to have the user experience of a native application. This is why the mobile

industry is talking so enthusiastically about HTML5 and its impact on the site versus app debate.

Nevertheless, HTML5 has not been developed specifically for mobile.

HTML5 is the next major revision of the HTML standard which has not been

updated since December 1999. Like all previous versions of HTML it is

designed to structure and present content on the web. It improves the

inclusion and handling of multimedia and graphic content without the need

for plug-ins and APIs.

Key features of HTML5 include new syntax elements such as <video>, <audio> and <canvas> as well

as the integration of scalable vector graphics. Other new elements including <section>, <article>,

<header> and <nav> are designed to improve the semantic richness of documents.

For developers of web applications the biggest challenge with HTML5 is that it does not necessarily

enable features or advantages across all platforms. It is a “standard in motion” that is implemented

differently on many platforms. Due to the high level of fragmentation in our industry this is especially

true for mobile platforms and devices.

Even the organisations that are defining the HTML5 standard do not act consistently: In February

2011 the World Wide Web Consortium (W3C) announced that HTML5 will be advanced to “Last Call”

status in May 2011 to be able to release a full specification by 2014. Just three weeks before the Web

http://www.w3.org/2011/02/htmlwg-pr.html.en

http://www.w3.org/html/logo/


Hypertext Application Technology Work Group (WHATWG) moved HTML5 “to a new development

model where the technology is not versioned but defined in a living document as it evolves.”

HTML5 capabilities of iOS4, Android 2.2, BlackBerry OS6, max. score: 300 (©Netbiscuits, 2011)

The graphic above illustrates a quick check on the HTML5 capabilities of devices based on Apple iOS

4, Google Android 2.2 and BlackBerry OS6. Out of a maximum score of 300 the results show that

HTML5 is still far from being common even on some of the most advanced mobile platforms. Other

platforms like Windows Phone and Symbian S60 typically score in the low two-digit range.

For this report we decided to take a deeper look and investigate the HTML5 capabilities of the top 15

mobile devices from various different markets, including the US, the UK and Germany. The top lists

are based on device data from Q4 2010.

Our tests were conducted using html5test.com and findmebyIP.com which both provide popular

browser support checks for a wide subset of technologies commonly referred to by the term HTML5.

Please note that this subset partly differs from the “official” HTML5 specification as it also includes

other technologies such as CSS3. In fact it describes more accurately what our industry summarizes

by the term HTML5. So we decided to include CSS3 capabilities into our test and evaluated the

following capabilities:

Extended Video Support featuring the newly introduced <video> element

Extended Audio Support featuring the newly introduced <audio> element

Extended Form Concept including new form input types, input element attributes, etc.

Miscellaneous new Element Types and Attributes including section and grouping elements

like <article>, <header>, <footer> or <figure> and semantic elements like <mark>

http://blog.whatwg.org/html-is-the-new-html5

http://www.html5test.com/

http://www.findmebyip.com/


Extended User Interaction Concepts enabling native drag & drop and undo history

functionality

Microdata enabling semantic annotation of content with labels

2D Animation Rendering enabling 2D animations based on the new <canvas> element

CSS3 in General indicating the level of support regarding features and concepts introduced

with CSS3

CSS3 Selectors indicating the level of support regarding the CSS3 Selector concept

Geolocation API being an interface that provides access to the devices current location

based on GPS data, GSM/CDMA cell IDs, network signals and alike

FileReader API facilitating file access to the devices underlying file system

Offline Web Application Support enabling users to continue interacting with web

applications and documents even when their network connection is unavailable

Webstorage being an extension of the Offline Web Application support by allowing to

actively store key/value pairs on the client side

IndexedDB extending the Webstorage concept providing a complete client-side database

Local Devices Support enabling access to connected devices (e.g. USB devices) based on the

<device> element

3D Animation Rendering (WebGL) for creating 3D animations with the HTML5 <canvas>

element

Web Workers providing and API for running background scripts in the context of the

browser, but independent of user interface scripts

According to the test sites used, the following tables show if the HTML5 feature subsets mentioned

above are supported (), partially supported (), or not supported () by the top 15 devices in a

given market. Tests which did not find a result are denoted with a question mark (?).

The overall number of missing results differs widely across the five markets examined. In Germany

only seven tests didn’t produce a result. This number was significantly higher for the UK (29) and the

USA (35) and nearly doubled again for Malaysia (53) and Australia (57). Therefore, conclusions

regarding the HTML5-readyness of a given market should only be taken very carefully.


7.1 HTML5 SUPPORT OF TOP DEVICES IN THE USA

Rank Device Exte

nd

ed

Vid

eo

Su

pp

ort

Exte

nd

ed

Au

dio

Su

pp

ort

Exte

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Fo

rm C

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cell

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ew

ele

me

nt

typ

es

and

att

rib

ute

sEx

ten

de

d U

ser

inte

ract

ion

con

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ts

Mic

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ata

2D

An

imat

ion

Re

nd

eri

ng

3D

An

imat

ion

Re

nd

eri

ng

(We

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CSS

3 in

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ral

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1 Apple/iPod Touch (Firmware 2.2-2.2.1)

2 Motorola/A855 V2.2 (A853, Droid, Sholes, Milestone)

3 Apple/iPhone 3G, 3GS, 4 (Firmware 4.0)

4 Apple/iPhone; 3G; 3GS (Firmware 2.2-3.2)

5 Blackberry/8530 (Curve2,Aries) ? ? ?

6 Blackberry/8330 (Curve) ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

7 Motorola/Droid X (MB810, Shadow)

8 Blackberry/9630 (Tour, Niagara) ? ? ?

9 Blackberry/9700 (Onyx, Bold 2) ? ? ? ?

10 HTC/Hero (T-Mobile G2 Touch, Sprint A6277)

11 HTC/Desire (ADR6200, Droid Eris, Bravo, A8181, Triumph, 06HT)

12 Blackberry/9530 (Storm, Thunder)

13 HTC/Evo 4G (Supersonic)

14 Blackberry/8520 (Gemini, Curve) ? ? ? ? ?

15 Motorola/A955 (Droid2)

Supported 0 0 0 0 0 0 9 0 3 9 9 0 9 9 0 0 3

Partially supported 9 9 10 9 9 0 0 0 8 5 0 0 0 0 0 0 0

Not supported 5 5 4 1 5 10 5 14 2 0 1 12 5 5 14 10 11

? No results shown 1 1 1 4 1 5 1 1 2 1 5 3 1 1 1 5 1

HTML5 Support of Top 15 Devices in the USA (©Netbiscuits, 2011)

7.2 HTML5 SUPPORT OF TOP DEVICES IN THE UK

Rank Device Exte

nd

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Vid

eo

Su

pp

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Exte

nd

ed

Au

dio

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Exte

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Fo

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and

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ute

sEx

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de

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2D

An

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ion

Re

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3D

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ion

Re

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ng

(We

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CSS

3 in

Ge

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ral

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6 Nokia/5800 (XpressMusic, 5802)

7 Blackberry/8900 (Curve)

8 Samsung/GT-I9000 (Galaxy S, T-Mobile Vibrant, S i909, ...) ? ?

9 SonyEricsson/W995 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?


11 HTC/Hero (T-Mobile G2 Touch, Sprint A6277)

12 HTC/Desire (ADR6200, Droid Eris, Bravo, A8181, Triumph, 06HT)

13 SonyEricsson/X10i (Rachael)

14 Blackberry/9000 (Bold)

15 Nokia/X6 (Alice) ? ?

Supported 0 0 0 0 0 0 8 0 3 7 7 0 8 8 0 0 3


Not supported 6 6 6 2 4 12 4 14 4 0 5 12 6 6 14 12 11

? No results shown 1 1 1 3 1 3 1 1 1 3 3 3 1 1 1 3 1

HTML5 Support of Top 15 Devices in the UK (©Netbiscuits, 2011)


7.3 HTML5 SUPPORT OF TOP DEVICES IN GERMANY

Rank Device Exte

nd

ed

Vid

eo

Su

pp

ort

Exte

nd

ed

Au

dio

Su

pp

ort

Exte

nd

ed

Fo

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cell

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me

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and

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ute

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2D

An

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Re

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3D

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(We

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CSS

3 in

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6 Samsung/GT-S8500 (Wave)

7 Palm/Pre (P101EWW, Russell, Pre Plus(Verizon)) (FW <1.4)

8 HTC/Desire V2.2 (ADR6200, Droid Eris, Bravo, A8181, Triumph, …)


10 Nokia/N97 ?

11 HTC/Magic (T-Mobile myTouch 3G, Pioneer, Google Ion, Sapphire, ...)

12 HTC/Leo (HD2) (Opera) ? ?

13 Apple/iPad

14 Nokia/N97 mini ? ?

15 Samsung/GT-S8000 (Jet, GT-S8003)

Supported 0 0 0 0 0 0 11 0 4 10 8 0 9 9 0 0 1


Not supported 7 7 3 0 0 15 0 15 0 0 3 15 6 6 15 15 14

? No results shown 0 0 0 0 0 0 0 0 0 3 4 0 0 0 0 0 0

HTML5 Support of Top 15 Devices in Germany (©Netbiscuits, 2011)

7.4 HTML5 SUPPORT OF TOP DEVICES IN MALAYSIA

Rank Device Exte

nd

ed

Vid

eo

Su

pp

ort

Exte

nd

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Au

dio

Su

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Exte

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Fo

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cell

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ew

ele

me

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and

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An

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3D

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(We

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CSS

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5 Nokia/E71 (E71x) ? ? ? ? ? ? ? ? ? ? ? ? ?

6 Nokia/E72 ? ? ?

7 Nokia/N78 (Galaxy) ? ? ? ? ? ? ? ? ? ? ?

8 Nokia/N97 ?


10 Nokia/E63 ? ? ? ? ? ? ? ? ? ? ? ? ? ?






Supported 0 0 0 0 0 0 6 0 3 5 5 0 6 6 0 0 2


Not supported 6 6 6 0 2 11 5 15 1 0 3 9 7 6 12 10 11

? No results shown 3 3 3 5 3 4 0 0 1 5 7 6 2 3 3 5 2

HTML5 Support of Top 15 Devices in Malaysia (©Netbiscuits, 2011)


7.5 HTML5 SUPPORT OF TOP DEVICES IN AUSTRALIA

Rank Device Exte

nd

ed

Vid

eo

Su

pp

ort

Exte

nd

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Au

dio

Su

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Exte

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Fo

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5 Nokia/E71 (E71x) ? ? ? ? ? ? ? ? ? ? ? ? ?

6 Nokia/N97 ?

7 Nokia/E63 ? ? ? ? ? ? ? ? ? ? ? ? ? ?


9 Motorola/Q700 (Sidekick Slide) ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

10 Apple/iPad

11 Nokia/N95 8GB ? ? ? ? ? ?

12 HTC/Desire V2.2 (ADR6200, Droid Eris, Bravo, A8181, Triumph, …)

13 Nokia/X6 (Alice) ? ?


15 Blackberry/9000 (Bold)

Supported 0 0 0 0 0 0 7 0 4 6 6 0 7 7 0 0 1


Not supported 5 5 5 1 1 11 2 14 1 0 2 12 5 4 11 11 11

? No results shown 3 3 3 4 4 4 1 1 1 5 7 3 3 4 4 4 3

HTML5 Support of Top 15 Devices in Australia (©Netbiscuits, 2011)

7.6 TOP 5 SUPPORTED HTML5 FEATURES GeolocationAPI, Offline Web Application Support, WebStorage, CSS3 Selectors and 2D Animations

are the top five supported features referred to by the term HTML5 across the top 15 devices in all

markets examined.

Geolocation

API

Offline Web Application

Support WebStorage

CSS3 Selectors

2D Animations

USA 9 9 9 9 9

UK 7 8 8 7 8

Germany 8 9 9 10 11

Malaysia 5 6 6 5 6

Australia 6 7 7 6 7

Top 5 Supported HTML5 Features, out of Top 15 Devices, by Country (©Netbiscuits, 2011)

2D Animations is clearly the HTML5 feature supported by the highest number of top ranking devices

in the five markets examined. An average number of 8.2 devices support this feature, followed by

Offline Web Application Support and WebStorage (both 7.8) and CSS3 Selectors (7.4). Interestingly,


out of the top HTML5 features supported the widely discussed Geolocation API feature is the one

that shows the lowest average support (6.8) across all top 15 devices in all markets.

7.7 TOP 5 PARTIALLY SUPPORTED HTML5 FEATURES Misc. Element Types & Attributes, Extended User Interaction Concept, CSS3 in General, Extended

Form Concept, and Extended Video / Audio Support are the top five partially supported HTML5

features across the top 15 devices in all markets examined.

Misc. Element Types &

Attributes

Extended User

Interaction Concept

CSS3 in General

Extended Form

Concept

Extended Video /Audio

Support

USA 9 9 8 10 9

UK 10 10 7 8 8

Germany 15 15 11 12 8

Malaysia 10 10 10 6 6

Australia 10 10 9 7 7

Top 5 Partially Supported HTML5 Features, out of Top 15 Devices, by Country (©Netbiscuits, 2011)

From left to right the order of the HTML5 features in the table above reflects their ranking among the

HTML5 features that are partially supported by the highest number of top ranking devices in the five

markets examined. The average scores are: Misc. Element Types & Attributes (10.8), Extended User

Interaction Concept (10.8), CSS3 in General (9), Extended Form Concept (8.6), and Extended Video /

Audio Support (7.6).

7.8 TOP 5 NOT SUPPORTED HTML5 FEATURES Microdata, 3D Animation Rendering, FileReader API, IndexedDB, and Local Device Support or the

WebWorkers feature respectively are the top five HTML5 features not supported across the top 15

devices in all markets examined.

Microdata 3D

Animation Rendering

FileReader API

IndexedDB Local Device

Support / WebWorkers

USA 10 14 12 14 11 (WW)

UK 12 14 12 14 12 (LDS)

Germany 15 15 15 15 15 (LDS)

Malaysia 11 15 9 12 11 (WW)

Australia 11 14 12 11 11

Top 5 Not Supported HTML5 Features, out of Top 15 Devices, by Country (©Netbiscuits, 2011)

3D Animation Rendering is clearly the least supported HTML5 feature by the highest number of top

ranking devices in the five markets examined. An average number of 14.4 devices do not support this


features, followed by Indexed DB (13.2), FileReader API and Local Device Support / WebWorkers

(both 12), and Microdata (11.8).

Overall, the results from these tests clearly show that most of the 18 different HTML5 features tested

are not, or only partially, supported by the top devices in some of the most important markets for

mobile services, today.

Even core elements of HTML5 such as Extended User Interaction Concept, Extended Form Concept,

Extended Video Support and Extended Audio Support are only partially supported by most devices.

Among the top supported HTML5 features even those that are most widely discussed in our industry

today, such as Geolocation API, are still only implemented on less than 50 percent of the top 15

devices in the markets we examined.


8 CONCLUSIONS With regards to HTML5, this report demonstrates that this new technology is far from being the

answer to all questions and challenges facing mobile web application developers today. HTML5 is a

welcome addition to the mobile party, but it does not negate device and OS fragmentation.

Consequently, mobile application developers cannot solely rely on HTML5 technology to implement

rich UI features across multiple mobile devices. This fact is true not only for the Long Tail of devices

but also for the top mobile devices in the world’s most important markets for mobile applications,

today.

With regards to smartphone OS, this report showed that the dominating role that Apple iOS played in

many markets in the western hemisphere throughout the last couple of years is beginning to crumble

heavily. Google Android has already taken over the lead in the US and other markets are likely to

follow. The trend towards a growing number of relevant smartphone platforms can be found on all

levels, globally, regionally and also locally.

With regards to Dominating Few versus Long Tail devices, this report proves that besides the

Dominating Few, thousands of other mobile devices from many different manufacturers are used for

accessing the web today. Based on the number of website requests Long Tail devices account for 60

percent or more in any given market. So the largest number of mobile devices that are requesting

mobile sites today rest within the Long Tail.

As a consequence it is obvious that optimizing mobile sites only for the few devices or operating

systems that dominate a market only leads to locking out the vast majority of all web-enabled

handsets – and their users – from your content and services.

A sustainable mobile strategy, set up to maximize reach and revenue, will therefore make sure that

your content and services are delivered to and optimized for all mobile devices in your market.

To ensure the best possible user experience on any mobile device accessing your web content and

services, you cannot solely rely on HTML5 technologies.

You should take advantage of Netbiscuits’ feature-rich, enterprise-class mobile development and

publishing platform which empowers you to provide your customers with the best user experience

on any mobile device in your market.


9 CONTACT To get in touch with Netbiscuits, please contact one of our four global offices or visit our website at

www.netbiscuits.com.

Germany

Netbiscuits GmbH

Europaallee 10 Phone: +49 631 68036 100

67657 Kaiserslautern E-Mail: [email protected]

GERMANY

United States of America

Netbiscuits, Inc.

11190 Sunrise Valley Dr. Phone: +1 703 435 9008

Suite 150 E-Mail: [email protected]

Reston, VA 20191

USA

United Kingdom

Netbiscuits UK & RoI

33 Cavendish Square Phone: +44 207 182 4036

London W1G 0PW E-Mail: [email protected]

UNITED KINGDOM

Singapore

Netbiscuits Pte Ltd

#03-17 The Aquarius Phone: +65 6777 8337

21 Science Park Road E-Mail: [email protected]

Singapore 117628

http://www.netbiscuits.com/

mailto:[email protected]




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