Mobile Analytics Report November 2013

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1 Mobile Analytics Report November 2013 The Citrix Mobile Analytics Report for the fourth quarter of 2013 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. Q Highlights The fourth-quarter 2013 report provides insight into mobile data subscriber usage patterns and the impact this behavior has on operators networks. from the report address topics such as top mobile applications, video social media, mobile advertising, mobile retail, and the changing landscape of mobile video. Instagram video generates 6X more aggregate mobile data traffic than Vine. Of all Instagram traffic, video generates approximately one-third of the total mobile data volume, while two-thirds of that data is associated with photos and images. Three applications - Media Player, Browser and Google Play - generate 83% of mobile data volume associated with Android devices, with Media Player accounting for more than half. This is similar to application use on ios devices, as reported by Citrix ByteMobile in Q On ios devices, Media Player, Safari and App Store generated 77% of mobile data volume. The ratio of mobile subscribers receiving image-based ads versus video-based ads is 20-to-1. In the Q Mobile Analytics Report, ByteMobile found that 90% of mobile video data by volume was associated with the FLV format, which is primarily associated with laptops. Today, the primary mobile video format is MP4, a format which is most closely associated with smartphones. This MP4 traffic represents 67% of global mobile video volume. This report anonymously sources information gathered over the preceding quarter about mobile network data traffic from a global cross-section of Citrix ByteMobile customers. The data presented is not intended to reflect a comprehensive view of all mobile network data traffic or of all mobile network subscribers.

2 Mobile Analytics Report November Top Android Apps 16% 1% 10% 17% 41% 3% 0.2% Top 5 in Other Instagram Google Search Pinterest Weather ebay 56% Data Volume 54% 2% Transactions Other Facebook Google Play Browser Media Player Three applications - Media Player, Browser and Google Play - generate 83% of mobile data volume associated with Android devices, with Media Player accounting for more than half. This is similar to application use on ios devices, as reported by Citrix ByteMobile in Q On ios devices, Media Player, Safari and App Store generated 77% of mobile data volume. At 1% of data traffic and 3% of transactions, Facebook accounts for less traffic on Android devices than on ios devices, the latter generating 5% of total data and 6% of transactions from the Facebook app and website. Google Play generates 10% of the total mobile data volume on Android devices. This is comparable to the 11% associated with itunes on ios devices. ios data points referenced are from the Q Citrix ByteMobile Mobile Analytics Report.

3 Mobile Analytics Report November Instagram: Video vs. Photos Mobile Instagram Data Volume Breakdown Image Video 27% 38% 66% 34% 73% 62% APAC US Europe Video generates approximately one-third of the total mobile data volume generated by Instagram, with two-thirds of that data associated with photos and images. The split between video and images varies by geography, with the highest levels of relative video volume being seen in the U.S. and the lowest being seen in the Asia Pacific region.

4 Mobile Analytics Report November Social Video: Facebook/Instagram vs. Twitter/Vine Average Video File Size on Mobile Instagram Video vs. Vine Relative Share of Aggregate Mobile Data Volume kb % 14% 0 Vine Instagram Instagram Video Vine Vine was launched in January 2013 and supports 6-second videos. Instagram video was launched in June 2013 and supports 15-second videos. The average Instagram video file size is 1.8X larger than the average Vine video file size. Instagram video generates 6X more aggregate mobile traffic than Vine.

5 Mobile Analytics Report November Mobile Advertising Reach: Image-Based vs. Video-Based Relative Reach of Mobile Ads Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Image Video 20x more mobile subscribers were served image-based ads than video ads The ratio of mobile subscribers receiving image-based ads versus video-based ads is 20-to-1. In Q1 2013, Citrix ByteMobile reported that three out of ten mobile subscribers are served ads and that one video ad generates 10x the data volume of an image-based ad.

6 Mobile Analytics Report November Mobile Ad Data Volume Share by Operating System ios Mobile Ad Share of ios Data Volume Android Mobile Ad Share of Android Mobile Data Volume ios Mobile Ad 1.60% Android Mobile Ad 2.2% Mobile ads constitute a small fraction of monthly quota. Mobile ads generated 1.6% of ios data volume, as compared to 1% in reported in Q Mobile ads generated 2.2% of Android data volume, as compared to 2% reported in Q

7 Mobile Analytics Report 7 November 2013 Mobile Retail: Apps vs. Mobile Sites Mobile Subscriber Interface Preference by brand Site App 63% 41% 80% 28% 52% 58% 52% 65% 32% 78% 71% 33% 0% 20% 40% 60% 80% 100% Note: The percentages for each site do not total to 100% because some subscribers used both the app and the website For the group of subscribers accessing a given brand, the chart indicates the percentage that used the website and the percentage that used the app during the sample period. Some subscribers used both the website and the app. For the group of subscribers accessing Amazon, use of the website exceeded use of the app, with 63% of subscribers using the website and 41% using the app For the group of subscribers accessing Groupon, use of the website exceeded use of the app, with 71% of subscribers using the website and 33% using the app For the group of subscribers accessing ebay, use of the app exceeded use of the website, with 65% of subscribers using the app and 52% using the website For the group of subscribers accessing Fandango, use of the app exceeded use of the website, with 78% of subscribers using the app and 32% using the website.

8 8 Mobile Video Formats: Past and Present 2010 Global Share of Mobile Video Volume by Format 2013 Global Share of Mobile Video Volume by Format FLV 90% MP4 5% Other 5% MP4 67% FLV 12% DASH 12% Other 9% * Other incldues formats such as HLS, Smooth streaming, WebM In the Q Mobile Analytics Report, ByteMobile found that 90% of mobile video data by volume was associated with the FLV format, which is primarily associated with laptops. Today, the primary mobile video format is MP4, a format which is most closely associated with smartphones. This MP4 traffic represents 67% of global mobile video volume.

9 9 About Citrix ByteMobile Citrix ByteMobile Smart Capacity platforms have been deployed in more than 130 mobile operator networks worldwide and enable mobile operators to deliver the best possible experience to their subscribers. To learn more, visit About Citrix Citrix (NASDAQ:CTXS) is a cloud company that enables mobile workstyles empowering people to work and collaborate from anywhere, securely accessing apps and data on any of the latest devices, as easily as they would in their own office. Citrix solutions help IT and service providers build clouds, leveraging virtualization and networking technologies to deliver high-performance, elastic and cost-effective cloud services. With marketleading cloud solutions for mobility, desktop virtualization, networking, cloud platforms, collaboration and data sharing, Citrix helps organizations of all sizes achieve the speed and agility necessary to succeed in a mobile and dynamic world. Citrix products are in use at more than 330,000 organizations and by over 100 million users globally. Annual revenue in 2012 was $2.59 billion. Learn more at For more information, please contact or visit Copyright 2013 Citrix Systems, Inc. All rights reserved. Citrix and ByteMobile are trademarks of Citrix Systems, Inc. and/or one of its subsidiaries, and may be registered in the U.S. and other countries. Other product and company names mentioned herein may be trademarks of their respective companies.

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