MOBILE

ANALYTICS REPORT

Mobile Analytics Report

May 2012
The Bytemobile Mobile Analytics Report for the second quarter of 2012 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. 2Q 2012 Highlights
Mobile Subscriber Behavior
Mobile data subscribers on an iOS device use the Facebook app for more than eight minutes on average. By comparison, Android users spend less than seven minutes. iOS-based subscribers use the Twitter app for under ve minutes on average, while Android-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 8.5 minutes on average, while VEVO sessions are just over eight minutes and Dailymotion sessions are under eight minutes. On average, iPad subscribers browse 33 web pages per session. This results in 160% more usage than the browsing of iPhone subscribers, who view approximately 20 pages per session. Operators process 3x more data volume on their networks for tablet devices than for smartphones, on average. The web browsing experience uctuates signicantly on mobile networks with average download times ranging from 1/10 of a second to up to 30 seconds. Contrary to the ndings of performance benchmarks that showcase one-time speed test results, the average mobile subscriber on an average mobile network, on an average day waits 10 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 300Kbps delivers 74% of requested videos at 240p resolution. Faster networks drive consumption of higher-resolution video. On average, a mobile network with a bit rate of 600Kbps delivers 66% of requested videos at 380p and 480p resolution. Sixteen percent of mobile videos are requested more than 100 times, and another 10% are requested more than 10 times over the same network. On average, over 50% of all mobile videos are requested and served multiple times. During peak traffic periods on mobile networks, repeat requests for videos increase from 31% to 50%.

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 2012

Mobile Network Usage Differs by Device Type

Facebook Average Session Time
iOS 8.4 iOS

Twitter Average Session Time

4.9

Android 1 2 3 4 5 6 7

6.9 8 9

Android 1 2 3 4 5 6 7

6.9 8 9

Minutes

Minutes

Web Browsing Average Session Time

iOS 5.8

Android 1 2 3 4 5 Minutes 6

6.7 7 8 9

Findings:
Mobile data subscribers on an iOS device use the Facebook app for more than eight minutes on average. By comparison, Android users spend less than seven minutes. iOS-based subscribers use the Twitter app for under ve minutes on average, while Android-based subscribers spend nearly seven minutes on Twitter. The overall subscriber usage time is consistent across iOS and Android devices at approximately six minutes per web browsing session.

Video Consumption Differs by Site

Average Mobile Video Session Time by Site
8.5

8.2

7.7

Minutes per Mobile Session

Findings:
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 8.5 minutes on average, while VEVO sessions are just over eight minutes and Dailymotion sessions are under eight minutes.

Mobile Analytics Report: May 2012

iPad vs. iPhone Usage

Page Views per Web Browsing Session
35 30 25 Page Views 20 15 10 5 0 33.3

20.5

iPad

iPhone

Findings:
On average, iPad subscribers browse 33 web pages per session. This results in 160% more usage than the browsing of iPhone subscribers, who view approximately 20 pages per session. Operators process 3x more data volume on their networks for tablet devices than for smartphones, on average see Bytemobiles 1Q 2012 Mobile Analytics Report.

Mobile Web Browsing Experience

Wide Range of Mobile Web Page Download Times

Fastest

Average

9.8

Slowest
0 5 10 15 Seconds 20 25 30 35

Findings:
The web browsing experience uctuates signicantly on mobile networks with average download times ranging from 1/10 of a second to up to 30 seconds. Contrary to the ndings of performance benchmarks that showcase one-time speed test results, the average mobile subscriber on an average mobile network, on an average day waits 10 seconds for a single web page to download to a device.

Mobile Analytics Report: May 2012

Network Speed Impacts Visual Quality

Video QoE of Mobile Network with Average Bit Rate of 300 Kbps Video QoE of Mobile Network with Average Bit Rate of 600 Kbps

Med Res Video Requests (360p+480p) 26% Low Res Video Requests (240p) 74% Med Res Video Requests (360p+480p) 66%

Low Res Video Requests (240p) 34%

iPhone vs. Android Visual Quality

Video Requests Video Volume

iPhone

240p 73%

360p 15%

240p 21%

360p 44%

480p 11%

720p 18% 480p 17%

720p 1%

Video Requests

Video Volume

240p 12%

360p 35%

Android

240p 85%

360p 11% 480p 4%

720p 28%

480p 25%

Findings:
Slower networks drive consumption of lower-resolution video. On average, a mobile network with a bit rate of 300Kbps delivers 74% of requested videos at 240p resolution. Faster networks drive consumption of higher-reolution video. On average, a mobile network with a bit rate of 600Kbps delivers 66% of requested videos at 380p and 480p 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 Android 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 2012

Video on Mobile Networks

Over 50% of Videos are Candidates for Caching

Percentage of Repeat Mobile Video Requests

Videos Requested 11x to 99x 10% Videos Requested 100x or more 16%

Videos Requested 1x to 9x 26%

50% 40% 30% 20% 31%

50%

Videos Requested 1x Only 48%

10% 0

Off-Peak Hours

Peak Hours

Findings
The majority of videos traversing mobile networks are requested by multiple subscribers. Sixteen percent of mobile videos are requested more than 100 times, and another 10% are requested more than 10 times over the same network. On average, over 50% of all mobile videos are requested and served multiple times. During peak traffic periods on mobile networks, repeat requests for videos increase from 31% to 50%.

Bytemobile Smart Capacity at the CoreTM

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 companys 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 protability. The companys network intelligence solution, Mobile Analytics, is used to deliver Bytemobiles quarterly Mobile Analytics Report. Bytemobiles technology has been deployed with over 130 operators in more than 60 countries, including 8 of the worlds top 10 tier-one carriers.

email: sales@bytemobile.com

www.bytemobile.com

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 2012, 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 tness for a particular purpose. We specically 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 2012