Mobile Analytics Report May 2012

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1 MOBILE ANALYTICS REPORT Mobile Analytics Report May The Bytemobile Mobile Analytics Report for the second quarter of provides insight into subscriber behavior and related factors that determine quality of experience (QoE) for mobile data services today. The intent is to provide mobile network operators with real-world use cases for improving subscriber QoE and differentiating their services to manage and monetize increasing volumes of traffic. Q Highlights Mobile Subscriber Behavior Mobile data subscribers on an device use the Facebook app for more than eight minutes on average. By comparison, users spend less than seven minutes. -based subscribers use the Twitter app for under five minutes on average, while -based subscribers spend nearly seven minutes on Twitter. YouTube is the most frequently visited source for mobile video, and YouTube sessions are the longest by a slight margin with subscribers spending nearly as much time in VEVO and Dailymotion sessions. Mobile YouTube sessions last for.5 minutes on average, while VEVO sessions are just over eight minutes and Dailymotion sessions are under eight minutes. On average, ipad subscribers browse web pages per session. This results in % more usage than the browsing of iphone subscribers, who view approximately pages per session. Operators process x more data volume on their networks for tablet devices than for smartphones, on average. The web browsing experience fluctuates significantly on mobile networks with average download times ranging from / of a second to up to seconds. Contrary to the findings of performance benchmarks that showcase one-time speed test results, the average mobile subscriber on an average mobile network, on an average day waits seconds for a single web page to download to a device. Mobile Subscriber QoE Slower networks drive consumption of lower-resolution video. On average, a mobile network with a bit rate of Kbps delivers 4% of requested videos at resolution. Faster networks drive consumption of higher-resolution video. On average, a mobile network with a bit rate of Kbps delivers % of requested videos at p and resolution. Sixteen percent of mobile videos are requested more than times, and another % are requested more than times over the same network. On average, over 5% of all mobile videos are requested and served multiple times. During peak traffic periods on mobile networks, repeat requests for videos increase from % to 5%. This report anonymously sources data traffic from a global cross-section of Bytemobile customers mobile networks and provides insight into the current state of the mobile ecosystem. Mobile Analytics Report: May

2 Mobile Network Usage Differs by Device Type Facebook Average Session Time Twitter Average Session Time Web Browsing Average Session Time 5.. Mobile data subscribers on an device use the Facebook app for more than eight minutes on average. By comparison, users spend less than seven minutes. -based subscribers use the Twitter app for under five minutes on average, while -based subscribers spend nearly seven minutes on Twitter. The overall subscriber usage time is consistent across and devices at approximately six minutes per web browsing session. Video Consumption Differs by Site Average Mobile Video Session Time by Site.5.. per Mobile Session YouTube is the most frequently visited source for mobile video, and YouTube sessions are the longest by a slight margin with subscribers spending nearly as much time in VEVO and Dailymotion sessions. Mobile YouTube sessions last for.5 minutes on average, while VEVO sessions are just over eight minutes and Dailymotion sessions are under eight minutes. Mobile Analytics Report: May

3 ipad vs. iphone Usage Page Views per Web Browsing Session 5. Page Views ipad iphone On average, ipad subscribers browse web pages per session. This results in % more usage than the browsing of iphone subscribers, who view approximately pages per session. Operators process x more data volume on their networks for tablet devices than for smartphones, on average see Bytemobile s Q Mobile Analytics Report. Mobile Web Browsing Experience Wide Range of Mobile Web Page Download Times Fastest Average. Slowest Seconds The web browsing experience fluctuates significantly on mobile networks with average download times ranging from / of a second to up to seconds. Contrary to the findings of performance benchmarks that showcase one-time speed test results, the average mobile subscriber on an average mobile network, on an average day waits seconds for a single web page to download to a device. Mobile Analytics Report: May

4 Network Speed Impacts Visual Quality Video QoE of Mobile Network with Average Bit Rate of Kbps Video QoE of Mobile Network with Average Bit Rate of Kbps Med Res (+) % Low Res () 4% Med Res (+) % Low Res () 4% iphone vs. Visual Quality Video Volume iphone % 5% % % p % 44% p % % Video Volume % 5% 5% % 4% p % 5% Slower networks drive consumption of lower-resolution video. On average, a mobile network with a bit rate of Kbps delivers 4% of requested videos at resolution. Faster networks drive consumption of higher-reolution video. On average, a mobile network with a bit rate of Kbps delivers % of requested videos at p and resolution. As expected, requests for lower-resolution video generate lower data volume than requests for higher-resolution video. Although subscribers on the majority of iphones and devices request low-resolution video most of the time, it is the few requests for higher-resolution video that have the greatest impact on network capacity. Mobile Analytics Report: May 4

5 Video on Mobile Networks Over 5% of are Candidates for Caching x to x % x or more % x to x % x Only 4% 5% 4% % % % Percentage of Repeat Mobile % Off-Peak Hours 5% Peak Hours Findings The majority of videos traversing mobile networks are requested by multiple subscribers. Sixteen percent of mobile videos are requested more than times, and another % are requested more than times over the same network. On average, over 5% of all mobile videos are requested and served multiple times. During peak traffic periods on mobile networks, repeat requests for videos increase from % to 5%. Bytemobile Smart Capacity at the Core TM Bytemobile Smart Capacity platforms enable mobile operators to deliver the best possible experience to their subscribers under all network conditions and to differentiate their services based on subscriber usage. The company s solutions have been deployed in mobile networks worldwide to manage escalating demand for capacity due to video and other rich multimedia content and applications. With Smart Capacity, mobile operators can improve utilization of existing capacity and control operating expenses, while increasing revenue growth and profitability. The company s network intelligence solution, Mobile Analytics, is used to deliver Bytemobile s quarterly Mobile Analytics Report. Bytemobile s technology has been deployed with over operators in more than countries, including of the world s top tier-one carriers. twitter.com/bytemobile Bytemobile, the Bytemobile logo, Smart Capacity, and Smart Capacity at the Core are trademarks, service marks and/or registered trademarks of Bytemobile, Inc. in the United States and other countries. All other trademarks, service marks and product names used herein are the property of their respective owners. Copyright, Bytemobile, Inc. All rights reserved. This document is provided for information purposes only and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor is it subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this document, and no contractual obligations are formed either directly or indirectly by this document. This document may not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior written permission. Mobile Analytics Report: May 5

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