MOVR

Mobile Overview Report

July-September 2014

The first step in a great mobile experience

The first step in a great mobile experience

Executive Summary Asia, N. America, Europe

Asia
Form Factor

6%

N. America

77%

17%

2%

65%
feature

Top 5
Smartphones

Samsung Galaxy S4

6%

Top 5
Tablets

Apple iPhone 5

12%

Samsung Galaxy S4

Samsung Galaxy

6%

Apple iPhone 4S
Samsung Galaxy S III
Samsung Galaxy S4

4%

Apple iPad Mini

12%
10%

Apple iPad 4

Apple iPad 4

10%

Apple iPad Mini

Apple iPad Air

Apple iPad Air

8%

Apple iPad 2

Smartphone OS

77%

14% 9%

2%7%

48%

42%

45%

7%

36%

5% 17%

10%

27%

7.0~8.0

MOVR

Apple iPhone 4S

7%

5%

15%
12%

13%

Apple iPad 4

12%

12%

Apple iPad Air

57%

63%

9.0~10.0

8%

62%

2%

28%

8%

RIM OS

20%
4.0~5.0

10%

Apple iPad 3

Windows Phone OS

8.0~9.0

8%

Apple iPad 2

11%

2%

8%

Apple iPad Mini

15%

3.0~4.0

8%

Samsung Galaxy S III

44%

iOS

2.0~3.0

Tablet
Diagonal Size

7%

24%

54%
Android

Smartphone
Diagonal Size

Apple iPhone 5S

7%

Apple iPad 3

8%

8%

Apple iPad 2

Apple iPad 3

40%

tablet
13%

Apple iPhone 5

Apple iPhone 5S

58%

Apple iPhone 5S

6%

5%

2%

33%
smartphone

Samsung Galaxy

Apple iPhone 5

Europe

3% 17%

57%

23%

5.0~6.0 inches

7%

10.0~11.0 inches

31%

4%

47%

18%

Executive Summary S. America, Africa, Oceania

S. America
Form Factor

9%

Africa

73%

18%

20%

67%
feature

Top 5
Smartphones

Motorola Moto G

17%

Samsung Galaxy S4

3%

Alcatel One Touch

13%

Apple iPad 4
Apple iPad 3

Apple iPad Mini

Smartphone OS

Apple iPad 2

7%

Apple iPad 4

86%

7%

7%

2%14%

70%

13%

15%

15%

2.0~3.0

Tablet
Diagonal Size

44%

9%

34%

13%

36%
7.0~8.0

MOVR

iOS

19%
16%

6%

Apple iPad Mini

13%

6%

Apple iPad Air

13%

37%

4%11%

Windows Phone OS
40%
4.0~5.0

9.0~10.0

56%

7%

RIM OS

28%

3% 22%
8.0~9.0

23%

Apple iPad 3

7%

3.0~4.0

5%

Apple iPad 4

8%

80%
Android

8%

Apple iPad 2

13%

Samsung Galaxy Tab

7%

9%

Samsung Galaxy S5

4%

Samsung Galaxy Tab

7%

17%

Samsung Galaxy S4

5%

Samsung Galaxy Tab

9%

21%

Apple iPhone 4S

5%

Samsung Galaxy S III

42%

Apple iPhone 5S

9%

Samsung Galaxy S4

58%

Apple iPhone 5

12%

3%

Apple iPad 2

0.2%

tablet

Samsung Galaxy S4

Nokia Lumia 520

4%

Samsung Galaxy Tab

Smartphone
Diagonal Size

smartphone

Samsung Galaxy S4

Top 5
Tablets

14%

Huawei Y220-U00

5%

Samsung Galaxy S III

Oceania

0.5%
15%

63%

22%

5.0~6.0 inches
39%

20% 1%

70%

8%

10.0~11.0 inches

Report Specifications

Purpose of Report

ScientiaMobile has published MOVR to provide the mobile Web

community with timely information on mobile Web device
usage.

We hope to stimulate interest in mobile device trends, device

capabilities, and tools for analyzing and managing device
fragmentation.

Included
Smartphones
Tablets
Feature
Phones

Excluded
Desktops and laptops
Smart TV
Game Consoles
Apps
Robots

Sources of Data and Filtering

The information in this report is based on a representative

sample of a larger data set. The sample size is 2.5 billion
requests from April 2014 to end of September 2014.

MOVR focuses on mobile devices, consisting of smartphones,

tablets, and feature phones.

While the dataset includes desktops, laptops, smart TVs, game

consoles, apps, and robots, we have excluded them, unless
otherwise noted

We have used an Equivalent Weighted Sites (EWS)

methodology that indexes the traffic at each site and assigns an
equal weight to each site.

MOVR

Samples sizes for Africa and Oceania are small enough that we
have a low level of confidence that these figures are
representative. However, the source data from these
continents continues to grow. Over time, we will improve the
quality of these figures. In the meantime, we feel that more
information is better than less for people looking for insights in
these continents.
To download the data files supporting MOVR, or subscribe to
future publications of MOVR, please visit us at
www.scientiamobile.com/page/movr-mobile-overview-report

Definitions

What is a Hit? Each time a user visits a Web page and a UA is

generated and tested by WURFL (through a number of
mechanisms), a hit is recorded in the ScientiaMobile
dataset. All data reported in MOVR reflects hits, not the
count of physical devices generating the hit.

What is a smartphone? A smartphone must meet several

criteria, including that it should be a wireless device, have a
touch screen with horizontal resolution greater than or equal
to 320px, and not be considered a tablet.

What is a tablet? Criteria for a tablet include: a wireless

device, larger than 6, and running a mobile or tablet OS. One
exception is that a full version of Windows on running on a
tablet is considered to be a laptop.

Definitions (continued)

What is a feature phone? It is a wireless device that falls into one

of the three categories: classic feature phones, modern feature
phones, and old smartphones

Classic feature phone: Typically a bar, slide or clamshell

form factor with limited possibilities to install apps and a
proprietary OS. Other criteria include a physical keyboard
and a low price range. Examples are Nokia Series 30 and 40
or Motorola Razr devices.

Modern feature phone: These phones also have a low price

range. They are smartphone-like, but targeted at the
classic feature phone market. They may have a smartphone
OS. They borrow features from classic feature phones, such
as size or screen size. Examples are Nokia Asha series or
Samsung Galaxy Pocket.

MOVR

Old smartphones: These smartphones are older than 3 years

and were high-end devices when launched. Classic
Blackberry devices and Symbian-based devices fall in this
category. Likewise, more recent devices with a touch screen,
but with older hardware or older versions of Android, iOS or
Windows Phone also fall in this category.

About WURFL

ScientiaMobile uses its WURFL products to collect and analyze

the device intelligence contained in the MOVR report. WURFL is
a Device Detection Repository (DDR) that integrates an API and
XML to provide an always-updated source for detecting devices
and their capabilities. For more than 10 years, WURFL has been
the industry standard for device detection. Today,
ScientiaMobile offers a number of WURFL products to suit a
range of needs, from small developers to large enterprises.

WURFL OnSite and WURFL InFuze provide businesses with high

performance server-side device detection solutions.

WURFL Cloud provides an always-updated, low-maintenance

approach to device detection.

WURFL.js and WURFL.js Business Edition provide front-end

developers with access to the power of device detection through
javascript snippets.

WURFL InSight provides business intelligence analysts with a

table-based device detection tool that will integrate easily with
data analysis tools.

Comparison of Continents

Webviews from App Traffic

Hits from browsers embedded in Apps ( App Webviews) are excluded from most MOVR analysis to focus on Mobile Web traffic.
However, for every ~4.5 mobile browser hits, there is one webview from a browser embedded in an App. This trend has implications
for developers and advertisers.
Of the App webviews, 36% comes from Apps running iOS, and remainder (64%) is from Android.

Mobile Browser vs. Webviews from Apps

App Webviews by Operating System

iOS
36%

Mobile
Browser Hits
87%

Webviews
from Apps
13%
Android
64%

Source: ScientiaMobile

MOVR

Note: These figures do not reflect an EWS methodology

Ratio of Browser vs. App Webview by OS by Continent

Most of the App Webviews come from social media apps (e.g. Facebook, Twitter, Pinterest).
While iOS represents a smaller total pool of devices relative to Android, iOS generates a higher frequency of App webviews in all
continents except Asia.

Sources of App Webviews

South America

18% 1%

Oceania

26%

North America

3% 9%

Europe

MOVR

Oceania

72%

46%

67%

Africa

South America

81%

1%

Asia 1%

App Webview Frequency by OS

2%

60%

38%

9% 3%

3%

North America

42%

57%

DaumApps

Facebook

NAVER

Pinterest

Twitter

Weibo

Zite

other

31%

27%

Europe

43%
3%
14%
8%
18%
7%

Android
22%

Asia

Africa

iOS

9%
7%

29%

16%
12%
App Webviews/Total OS Views

Source: ScientiaMobile

Form factor
Feature Phones
Africa (20%) and S. America (9%) show this largest
penetration of feature phones.

S. America

9%

73%

18%

0.2%

Smartphones
All continents are over 50% smartphone penetration,
showing that the dominance of the smartphone form factor.
Asia (77%) and South America (73%) lead usage.
North America (65%) and Europe (58%) usage is lower,
primarily because of their higher penetration of tablets.

Oceania*

58%

42%

2%

N. America

65%

33%

2%

Tablets
North America (33%) and Europe (40%) exhibit a high

amount of tablet traffic.

Asia still exhibits relatively low proportion of hits from

tablets (17%), but it is on the rise.

Europe

Asia

Africa*

58%

40%

6%

77%

20%

17%

67%

feature

smartphone

14%

tablet

*Oceania and Africa reflects a small sample size

MOVR

Form Factor Trends

Tablet growth in Asia is proceeding, but it remains small in comparison to Europe and N. America. In many ways, the Asian
preference for larger smartphones may provide a substitute for tablets.
S. America is showing a drop in feature phones and growth in smartphones.

Africa

Asia

Europe

N. America

Oceania

S. America

100%
90%

21%

14%

16
%

17
%

17%
43
%

80%

40
%

35
%

33
%

45
%

18%
tablet

42
%

70%
60%
50%

67%
63%

78
%

40%

69%

77
%
55
%

30%

58
%

64
%

65
%

55
%

73%

smartphone

58
%

20%
10%

17%

0%

Q2

MOVR

feature

20%

Q3

14%
6%

6%

2%

Q2

Q3

Q2

2%
Q3

2%
Q2

2%
Q3

0.2
%
Q2

0.2
%
Q3

Q2

9%
Q3

Source: ScientiaMobile

10

Smartphone Manufacturers

Samsung and Apple continue to be the #1 and #2 manufacturers in most continents, together generating over 50% and in some
cases over 70% of traffic.
Nokia, LG, Motorola, HTC, Sony, Huawei, and Blackberry individually rarely account for over 15% of hits in most continents.
0.5%

South America

31%

7%

10%

7%

7% 1.1%

29%

3%

0.5% 0.4% 0.1%

Oceania

27%

56%

2%

6%

2% 4%

0.9%
North America

28%

44%

11%

2%

0.8% 0.5%

5%

5%
2% 1.5%

Europe

36%

28%

6%

8%

7%

5% 1.3%
1.0% 0.5%

Asia

41%

13%

8%

8%

8%

5% 0.8%

0.2%
Africa

42%

Samsung

Apple

4% 2%

LG

Nokia

Sony

HTC

Motorola

11%

Huawei

9%

2%

12%

5%

BlackBerry

Source: ScientiaMobile

MOVR

11

Manufacturer Trend

Samsung and Apple continue to grow share in Asia at the expense of smaller manufacturers.
In Europe and N. America, Apple shows a small drop, with LG, Samsung, and Sony (Europe only) growing share.
Motorola and Nokia are growing in S. America, while Samsung drops.

Manufacturer
Apple

Africa

Asia

Europe

North America

Oceania

South America

-0.55%

2.29%

-2.24%

-2.00%

-0.08%

0.89%

1.69%

-0.14%

-0.35%

-0.21%

-0.06%

-0.08%

-0.38%

-2.12%

-0.23%

-1.25%

0.00%

-0.25%

Huawei

4.65%

-0.11%

0.09%

0.06%

-0.19%

-0.03%

LG

0.39%

0.71%

0.22%

1.66%

-0.06%

-0.83%

Motorola

0.10%

0.20%

0.22%

-0.54%

0.10%

1.85%

Nokia

-6.21%

-0.74%

0.09%

-0.05%

-0.03%

4.57%

Samsung

-5.43%

2.33%

0.93%

1.97%

0.57%

-5.94%

Sony

0.84%

-2.25%

1.40%

-0.04%

0.00%

0.53%

BlackBerry
HTC

Source: ScientiaMobile

MOVR

High Growth

High Reduction
12

Tablet Manufacturers

Apple continues to dominate the tablet form factor, with over 60% of hits in most continents.
Samsung is the #2 manufacturer, with 20-30% of hits in S. America and Asia.
Asus, Lenovo, Amazon, Microsoft, and Acer cumulatively account for less than 15% of hits in most continents.
0% 1%

South America

42%

41%

2%
0.1% 0.4%

Oceania

88%

7%

2%
0.5%

North America

79%

9%

2% 4%
2%

Europe

62%

23%

5%

2%

0.2%
Asia

53%

25%

3%

11%
0.1% 2%

Africa

27%

48%

Apple

Samsung

Asus

Amazon

3%

Acer

Source: ScientiaMobile

MOVR

13

Tablet Manufacturer Trends

Tablet share by manufacturer is relatively steady, with Apple and Samsung maintaining their sizeable leads.

manufacturer

Acer

Africa

Asia

Europe

North America

Oceania

South America

1.1%

1.3%

0.0%

-0.1%

0.0%

-0.5%

Amazon

-2.1%

-0.1%

-0.4%

0.6%

0.0%

-0.1%

Apple

11.3%

0.3%

-0.9%

2.6%

-0.6%

1.6%

Asus

1.5%

-0.8%

-1.0%

0.1%

-0.8%

-1.3%

HP

0.1%

0.1%

0.0%

-0.2%

-0.1%

2.0%

Huawei

1.4%

-0.9%

0.0%

0.0%

0.0%

0.0%

LENOVO

-14.8%

-0.3%

0.2%

0.0%

0.1%

-0.4%

Microsoft

0.1%

-0.2%

0.0%

0.1%

0.1%

0.0%

Samsung

1.0%

0.4%

1.9%

-2.7%

1.1%

-1.0%

-1.6%

0.1%

0.2%

0.0%

0.0%

0.5%

Sony
Source: ScientiaMobile

MOVR

High Growth

High Reduction
14

Top Smartphones

Across six continents, the combined list of top 10s generates only 24 devices, showing a consensus in popularity.
Recent Apple iPhones and Samsung Galaxy models are popular across all continents.
Some devices show strength on certain continents: Moto G (S. America); Nokia Lumia 520 (Asia , S. America); Huawei Y220U00 (Africa); Blackberry Curve 9320 (Africa), Alcatel One Touch Pixi (Africa).

Top Smartphones
Alcatel One Touch Pixi 4007X
Apple iPhone 4
Apple iPhone 4S
Apple iPhone 5
Apple iPhone 5C
Apple iPhone 5S
Apple iPhone 6
HTC One
Huawei Y220-U00
LG Optimus L5 II
Motorola Moto G
Motorola Moto X
Motorola RAZR D1
Nokia Lumia 520
RIM BlackBerry Curve 9320
Samsung Galaxy Note 3
Samsung Galaxy Note II
Samsung Galaxy S III
Samsung Galaxy S III Mini
Samsung Galaxy S4
Samsung Galaxy S4 Mini
Samsung Galaxy S5
Sony Xperia L
SonyEricsson Xperia Z

MOVR

Africa

Asia
4.2%
0.3%
0.6%
1.3%
0.2%
1.2%
0.0%
0.2%
9.0%
0.1%
0.2%
0.0%
0.0%
5.3%
2.5%
3.4%
1.2%
3.7%
3.6%
11.7%
4.8%
3.8%
0.3%
1.1%

Europe
0.0%
1.0%
2.5%
4.9%
0.6%
4.5%
0.1%
1.5%
0.0%
0.0%
0.4%
0.1%
0.0%
3.1%
0.0%
5.7%
5.8%
4.1%
0.7%
6.5%
0.5%
1.8%
0.4%
1.8%

High Share

0.0%
3.7%
6.5%
8.4%
1.4%
7.6%
0.4%
1.4%
0.0%
0.3%
0.9%
0.0%
0.0%
2.8%
0.5%
2.0%
1.4%
5.3%
3.1%
8.0%
2.7%
2.7%
0.6%
1.5%

North America
0.0%
2.7%
7.5%
12.4%
5.4%
13.2%
1.7%
1.0%
0.0%
0.1%
1.0%
0.7%
0.1%
0.3%
0.0%
2.7%
1.3%
7.1%
0.6%
6.7%
0.5%
3.7%
0.1%
0.2%

Low Share

Oceania

Source: ScientiaMobile

0.0%
3.7%
9.0%
20.9%
3.3%
16.6%
2.1%
2.1%
0.0%
0.0%
0.3%
0.0%
0.0%
2.0%
0.0%
2.1%
1.3%
2.3%
0.2%
7.9%
0.8%
4.9%
0.0%
0.9%

South America
0.0%
0.9%
1.6%
1.8%
0.5%
1.7%
0.0%
0.5%
0.0%
2.4%
16.9%
3.3%
2.3%
3.1%
0.1%
0.8%
0.5%
3.9%
3.3%
5.3%
3.4%
1.6%
2.6%
0.2%
15

Smartphone Trends

In N. America and Europe, the Apple iPhone 5 has seen a sizeable drop, but the iPhone 5C and iPhone 6 picked up most of that drop.
The Samsung S5 has also grown substantially across most continents.

Smartphone Trends
Alcatel One Touch Pixi 4007X
Apple iPhone 4
Apple iPhone 4S
Apple iPhone 5
Apple iPhone 5C
Apple iPhone 5S
Apple iPhone 6
HTC One
Huawei Y220-U00
LG Optimus L5 II
Motorola Moto G
Motorola Moto X
Motorola RAZR D1
Nokia Lumia 520
RIM BlackBerry Curve 9320
Samsung Galaxy Note 3
Samsung Galaxy Note II
Samsung Galaxy S III
Samsung Galaxy S III Mini
Samsung Galaxy S4
Samsung Galaxy S4 Mini
Samsung Galaxy S5
Sony Xperia L
SonyEricsson Xperia Z

MOVR

Africa

Asia
3.35%
-0.03%
-0.14%
-0.33%
0.10%
-0.22%
0.03%
-0.30%
5.62%
-0.05%
0.15%
0.00%
0.00%
-3.84%
0.45%
-0.15%
-0.40%
-1.11%
-4.09%
-1.42%
-1.94%
1.07%
-0.23%
-1.31%

Europe
0.00%
0.31%
0.45%
-0.05%
0.36%
0.25%
0.08%
-0.28%
0.00%
-0.01%
0.08%
0.04%
0.00%
0.07%
0.00%
0.49%
-0.03%
-0.49%
-0.02%
0.55%
0.05%
0.94%
-0.26%
-0.86%
High Growth

North America
0.00%
0.45%
-0.44%
-4.86%
0.14%
-1.60%
0.36%
-0.21%
0.01%
0.02%
0.20%
0.01%
0.00%
0.00%
-0.25%
0.02%
-0.21%
-0.44%
-0.09%
0.41%
0.34%
1.38%
0.08%
-0.31%

0.00%
0.31%
0.23%
-5.93%
3.27%
-1.61%
1.66%
0.07%
0.00%
-0.01%
0.16%
-0.01%
-0.03%
0.01%
-0.02%
0.22%
-0.20%
0.46%
-0.25%
-0.30%
-0.01%
1.64%
-0.03%
-0.01%
High Reduction

Oceania

South America
0.00%
-0.86%
-2.45%
-2.36%
2.21%
0.28%
2.05%
0.05%
0.00%
-0.01%
0.04%
0.01%
0.00%
0.29%
0.00%
0.22%
-0.18%
-0.39%
-0.06%
-0.10%
0.30%
2.04%
-0.01%
-0.10%

Source: ScientiaMobile

0.00%
0.27%
0.25%
-0.02%
0.21%
0.17%
0.02%
-0.11%
0.00%
-0.13%
2.96%
-0.03%
-0.65%
1.76%
0.00%
0.04%
-0.23%
-1.77%
-2.20%
-1.30%
-0.31%
0.61%
0.16%
0.06%
16

Spotlight on iPhone 6 in North America

iPhone 6 accounted for 5.8% of all daily Apple hits in North America by end of Q3 in N. America
iPhone 6 Plus represented 0.8% by the end of September
iPhone 5 and iPhone 4S show a -3.8% and -2.5% decline respectively, suggesting that these users might be upgrading to
the iPhone 6 or 6 Plus

iPhone 6 Plus ;
0.8%

100%
90%

iPhone 6; 5.8%

80%

iPhone 6 Plus

70%

iPhone 6

60%

iPhone 5S
iPhone 5C

50%

iPhone 5

40%

iPhone 4S
iPhone 4

30%

iPhone 3GS

20%

iPhone 3G

10%

iPhone 5;
-3.8% decline

0%
9/1/2014

9/8/2014

9/15/2014

9/22/2014

9/29/2014

iPhone 4S;
-2.5% decline

Source: ScientiaMobile

MOVR

17

Top Tablets

Like smartphones, there is a consensus on 19 tablets making up the top 10 tablets across all continents.
Apples iPads continue to be the most popular tablets on most continents, with the Mini models showing strength in Asia.
Samsung has many models and sizes that round out the remainder of the top lists, with the Google Nexus 7, Amazon Kindle
Fire HD 7, and the Lenovo S6000L-F as the few exceptions to the Apple and Samsung dominance.

Top Tablets

Africa

Asia

Europe

North America

Oceania

South America

Amazon Kindle Fire HD 7

0.03%

0.06%

0.99%

1.42%

0.07%

0.06%

Apple iPad 2

6.97%

7.93%

14.77%

24.10%

23.11%

13.23%

Apple iPad 3

4.10%

9.63%

8.38%

11.01%

15.65%

6.64%

Apple iPad 4

5.97%

9.56%

12.21%

14.79%

18.61%

8.51%

Apple iPad Air

4.17%

8.40%

10.47%

12.12%

12.63%

4.67%

Apple iPad Mini

4.73%

12.30%

12.32%

12.86%

13.18%

6.55%

Apple iPad Mini Retina

1.13%

5.22%

3.48%

3.67%

4.64%

1.84%

Google Nexus 7

1.95%

5.40%

2.70%

1.83%

1.11%

1.10%

Lenovo S6000L-F

5.40%

0.00%

0.06%

0.00%

0.00%

0.00%

Samsung Galaxy Note 10.1

2.31%

1.84%

1.69%

0.48%

1.13%

3.27%

Samsung Galaxy Note 8.0

2.48%

3.00%

0.41%

0.27%

0.43%

2.81%

Samsung Galaxy Tab

0.70%

0.49%

0.09%

0.10%

0.03%

3.56%

Samsung Galaxy Tab 2 10.1

5.62%

1.13%

5.05%

2.63%

1.29%

3.54%

Samsung Galaxy Tab 2 7.0

5.44%

3.79%

3.36%

0.86%

0.25%

6.61%

Samsung Galaxy Tab 3 10.1

0.48%

0.82%

3.31%

0.73%

1.70%

1.34%

12.60%

0.46%

0.74%

0.03%

0.04%

0.40%

Samsung Galaxy Tab 3 7.0

0.75%

1.32%

2.12%

1.52%

0.24%

5.37%

Samsung Galaxy Tab 3 7.0 3G

7.60%

3.70%

0.25%

0.04%

0.04%

0.96%

Samsung Galaxy Tab 3 Lite

1.56%

1.69%

0.50%

0.21%

0.09%

6.21%

Samsung Galaxy Tab 3 10.1 3G

MOVR

High Share

Low Share

Source: ScientiaMobile

18

Global Smartphone OS Release

Globally, Android still holds a strong #1 position at 61%, but it has reduced.
Apple (31%) and Windows Phone OS (6.5%) have grown.
Windows Phone OS,
Android 4, 2.6%
Other, 0.94% 6.50%
iOS Legacy, 0.9%

Android 4.1, 11.7%

iOS 8, 1.1%

Android 4
Android 4.1
Android 4.2
Android 4.3

Android 4.2, 8.5%

iOS 7.1, 22.1%

Android Q3:61%

Android 4.4
Android Legacy

iOS 6
iOS 6.1
Android 4.3, 8.9%

iOS 7
iOS 7.1

iOS Q3: 31%

iOS 8

iOS Legacy
iOS 7, 5.0%

Other
Windows Phone OS

iOS 6.1, 1.9%

iOS 6, 0.4%
Android Legacy, 4.7%

MOVR

Android 4.4, 24.7%

Source: ScientiaMobile

19

Smartphone OS Family Share

Android has over 60% of traffic in S. America, Europe, Asia, and Africa.
N. America continues to be a large market for iOS at 44%.
Windows Phone OS has established 9% of hits in Asia, and 7% in S. America and Oceania.
0.5%

South America

86%

7%

7%
0.1%

Oceania

37%

56%

7%
0.5%

North America

Europe

54%

44%

62%

2%

28%

8%

2%
0.5%

Asia

77%

Africa

80%

Android

MOVR

14%

iOS

4%

Windows Phone OS

9%

11%

5%

RIM OS

Source: ScientiaMobile

20

Operating System Trends

100%

Android continues to grow in Europe and N. America.

iOS has grown slightly in Asia.
In S. America, Windows Phone OS has grown dramatically, to 7%.

Asia

Africa

90%

17%

80%

3%
4%

11%
5%
4%

10
%
1%
11
%

N. America

Europe
9%
0%
14
%

70%

8%
2%
31
%

8%
2%
28
%

2%
1%

2%
1%

Oceania
7%
0%

7%
0%

S. America
3%
1%

46
%

44
%

6%
56
%

60%

7%

Windows
Phone OS

0%

56
%

RIM OS
7%

50%
40%

75%

80%

78
%

77
%

30%

59
%

62
%

20%

iOS
51
%

54
%

91%
37
%

37
%

86%

10%

Android

0%
Q2

MOVR

Q3

Q2

Q3

Q2

Q3

Q2

Q3

Q2

Q3

Source: ScientiaMobile

Q2

Q3

21

Tablet OS Family Share

iOS is the predominant OS for tablets with over 60% of hits in most continents.
Android holds the remaining share, with substantial positions outside of N. America
0.2%

South America

42%

58%

0.3%
0.01%

Oceania

88%

11%

0.9%
0.3%

North America

79%

19%

1.4%
0.7% 0.1%

Europe

62%

37%
0.2% 0.1%

Asia

54%

46%
0.1% 0.03%

Africa

27%

73%

iOS

MOVR

Android

Windows RT

RIM Tablet OS

Source: ScientiaMobile

22

Tablet OS Trends

iOS tablet share continues to be strong in most markets, and gaining share to 79% in N. America.
Windows RT has 1% share in Europe, N. America, and Oceania.

Africa

Asia

Europe

100%
90%

1%

N. America

1%

1%

1%

S. America

Oceania
1%

1%

0%

0%

16%

Windows
RT

27%
80%

40%
53
%

70%

54
%

63
%

62
%
77
%

60%

79
%

50%
40%

42%

89
%

iOS

88
%

84
%
73%

30%

59%
46
%

20%

46
%

Android
36
%

37
%

10%

22
%

19
%

Q2

Q3

0%
Q2

MOVR

Q3

Q2

Q3

58%

Q2

Q3

10
%

11
%

Q2

Q3
Source: ScientiaMobile

Q2

Q3
23

Android OS Release Version for Smartphones

Android 4.4 is the leading release for all continents.

However, there is still a great deal of fragmentation, with no release showing more than 50%.

South America

Oceania

5%

3% 2%

North America

Europe

Asia

Africa

4%

32%

12%

11%

6%

4%

11%

7%

3%

23%

6%

48%

16%

40%

15%

15%

2.3

MOVR

38%

20%

4%

34%

7%

14%

18%

9%

34%

19%

20%

4%

17%

23%

4.1

4.2

4.3

38%

10%

24%

4.4

Source: ScientiaMobile

24

Android OS Release Trends

Android 4.4 is growing to be the dominant version , with significant growth in all continents.
Release version 2.3 is at 11% or lower in most continents
Africa

Asia

Europe

N. America

Oceania

S. America

100%
90%

4.4

16%
24%

28
%

80%

38
%

32
%

17%
10%

70%

19
%

60%
50%

27%

15
%

23%

20
%

40%
15%
30%

24%

4%

20%
10%

5%

6%

0%
Q2

22
%

20
%

18
%

23%

11%

MOVR

40
%

35
%

Q3

5%

4%
4%

Q2

Q3

20
%

14
%

23
%

3%
0%
Q2

26
%

48
%

7%

20
%
3%
0%
Q3

22
%

4.3

11%

7%

19
%

17%

34
%

10
%

7%

7%

16
%

12
%

11
%

Q2

Q3

4.2

16%

39
%
6%

14
%

34%

38
%

9%

14
%
16
%

24%

4.1

37%
11
%

32%

4%
5%

12
%

6%

2%
3%

6%

4%
5%

Q2

Q3

Q2

Q3

Source: ScientiaMobile

2.3

25

Spotlight on iOS 8 Penetration, Global

Starting in mid September, iOS released several versions of iOS 8 to smartphones and tablets.
By the end of September, iOS 8 versions account for almost 30% of hits.
7.1 is still the predominant version, but rapidly diminishing.
100%
90%
80%
8.0.2

70%

8.0.1

60%

8.0.0

50%

7.1.2
7.1.1

40%

7.1.0
30%

20%

legacy

10%
0%
9/1/2014
MOVR

9/8/2014

9/15/2014

9/22/2014

9/29/2014

Source: ScientiaMobile

26

Diagonal Size Smartphone

Asia continues to exhibit a higher preference for larger phones (5-6 inches).
Other continents are continuing to trend toward larger phones, with large devices like Samsung S5, various
Samsung Note, and new iPhone 6 Plus driving this trend.

South America 2%

14%

Oceania 0.5%

North America

Europe

Africa

15%

5%

57%

17%

57%

7%

15%

13%

63%

17%

3%

Asia 2%

70%

42%

15%

40%

2.0~3.0

3.0~4.0

4.0~5.0

22%

0.2%

20%

1%

23%

48%

5.0~6.0

0.2%

0.4%

2%

28%

1%

6.0~7.0

Smartphone Diagonal Size (inches)

MOVR

Source: ScientiaMobile

27

Diagonal Size Tablet

Asia (45%) and S. America (44%) show a preference for smaller tablets (7-8 inches).
North America (63%) exhibits a preference for the original iPads larger dimensions (9-10 inches).

South America

Oceania

North America

Europe

44%

20%

1%

27%

31%

34%

13%

70%

2%

Asia

Africa

9%

8%

63%

4%

47%

45%

7%

36%

3%

7.0~8.0

7%

8.0~9.0

36%

22%

9.0~10.0

18%

10%

39%

10.0~11.0

Tablet Diagonal Size (inches)

MOVR

Source: ScientiaMobile

28

Spotlight: Chrome Browser by Smartphone Manufacturer

Samsung (46%) and Motorola (22%) are the biggest contributors to Chromes browsing volumes.

For Manufacturers like Motorola, Oppo and Nokia, Chrome generates ~ 90% of their hits via the Chrome browser.

Chrome is usually considered a browser for primarily Android devices. Nevertheless, Apple devices generate 4% of all Chrome hits, and
6% of all hits from Apple smartphones originate via Chrome.

Smartphone Manufacturers
Ranked by Chrome Hits
Samsung

46%

Motorola

22%

LG

9%

Sony

9%

Apple
HTC

Top Smartphone Manufacturer

Hits by Browser

4%

Samsung
Motorola

Oppo

2%

Oppo

Sony Ericsson

2%

Sony Ericsson

Asus

1%

Asus

Nokia

1%

Nokia

MOVR

45%
85%

6%

15%
94%

34%

66%
91%

49%

9%

51%

63%

37%
88%

Chrome

% of Total Smartphone Chrome Hits

7%

55%

Sony
Apple

42%
93%

LG

HTC

2%

58%

12%

Other Browser

Source: ScientiaMobile

29

Spotlight: Chrome Browser by Tablet Manufacturer

Samsung (40%) and Apple (28%) are the biggest contributors to Chrome browsing volumes.

Apple iPads generate 28% of all Chrome hits, and 8% of all hits from Apple iPads originate via Chrome.

Tablet Manufacturers Ranked by

Chrome Hits
Samsung

40%

Apple

28%

Asus

15%

Chrome vs. Other Browsers by

Manufacturer
Samsung
Apple

3%

Amazon

Sony

3%

Sony

Acer

2%

Acer

LENOVO

2%

LENOVO

LG

2%
1%

Dell

1%

63%

8%

92%

Asus

Amazon

HP

37%

83%
56%

44%
83%

17%

54%

46%

58%

42%

LG
HP

17%

96%
74%

Dell

4%
26%

94%

6%

% of Total Tablet Chrome Hits

Chrome

MOVR

Other Browser

Source: ScientiaMobile

30

Spotlight on Chrome on iOS

iPad users are more slightly likely to use Chrome than iPhone users.

Users of more recent versions of iOS are also more likely to use Chrome.

Chrome Browser as % of iOS Tablet

Hits by Release Version

10.0%

10.0%

9.0%

9.0%

8.0%

8.0%

7.0%

6.3%

6.0%
5.0%

4.8%

5.1%

6.7%

7.0%

5.4%

4.0%
3.0%

% of Hits Using Chrome

% of Hits Using Chrome

Chrome Browser as % of iOS

Smartphone Hits by Release Version

4.0%
3.0%

1.0%

0.0%

0.0%
7

7.1

2.6%

5.1

6.1

7.1

iOS Release Version

iOS Release Version

MOVR

7.0%

5.0%

1.0%
6.1

6.7%

6.0%

2.0%

8.0%
7.5%

7.0%

2.0%

5.1

8.9%

Source: ScientiaMobile

31

Brazil Compared to
North America

32

Percent of Mobile Hits by Form Factor

Brazil has a much higher percent of feature phones,

at 10%.

Smartphone traffic is the predominant source of hits

(62%).

Brazilian tablet (28%) penetration trails N. America

(33%).

Form Factor
feature

10%
2%
62%

smartphone

tablet

65%
Brazil

28%
33%

N. America

% of Mobile Hits
Source: ScientiaMobile

MOVR

33

Whose Devices Drive Usage?

Samsung (31%) holds the top spots in Brazil.

Nokia, Apple, and Motorola tie for third place with 17%.

Apple holds a clear leadership position for tablets with 70% of

traffic in Brazil.
Samsung, with 25% of hits, is the second largest.
Remaining tablets manufacturers have vey low Brazilian share.

Smartphone Manufacturers
31%
28%

Samsung
Nokia

2%

17%

Motorola

10%
11%

LG

44%

N. America

3%
5%

Asus
Motorola

Brazil

3%
1%

HTC

Samsung

17%

5%

70%

Apple

17%

Apple

Sony

Tablet Manufacturers

LG
Tablet DL
Sony

Sony Ericsson

0.6%
0.3%

Dell

Blu

0.2%
0.0%

Acer

Huawei

0.2%
0.8%

HP

9%
1.3%
2.4%
0.9%
0.1%
0.6%
0.1%
0.4%

MOVR

Brazil
N. America

0.3%
0.1%
0.3%
0.1%
0.3%
0.5%
0.2%
0.2%

% of Smartphone Hits
Source: ScientiaMobile

79%

25%

% of Tablet Hits
Source: ScientiaMobile

34

What Are The Top Models By Usage?

Motorolas Moto G (10%) is the most popular smartphone in

Brazil measured by hits. Likewise, the Nokia Lumia 520 holds
second place.
Apple and Samsung hold remainder of the top 10 positions.
Samsungs Grand Quattro, Duos and SIII Mini are significantly
more popular in Brazil than N. America.

iPads are the most popular tablets, particularly the iPad 2 (23%).
Samsungs tablets, particularly the smaller Tab 2 7.0 (5%) have
larger share in Brazil than in N. America.

Top Smartphones
Motorola Moto G
Nokia Lumia 520

10%

1.0%

5%

Apple iPhone 5

4%

Apple iPhone 5S

4%

Samsung Galaxy S III

4%

Samsung Galaxy Grand Quattro

3%

Samsung Galaxy S4

3%

Apple iPhone 4

Source: ScientiaMobile

MOVR

0.6%

23%
24%

Apple iPad 2

8%

0.3%

Apple iPhone 4S

Samsung Galaxy S III Mini

Top Tablets
14%
15%

Apple iPad 4

11%
11%
10%
13%

Apple iPad 3

8%
12%

Apple iPad Mini

8%

Apple iPad Air

5%

Samsung Galaxy Tab 2 7.0

7%
Brazil
N. America
7%

2%
3%
2%
% of Smartphone Hits

Samsung Galaxy Tab 2 10.1

Apple iPad Mini Retina

Samsung Galaxy Note 10.1
Samsung Galaxy Tab 3 Lite
Source: ScientiaMobile

12%

5%
0.9%
4%
3%
3%
4%
3%
0.5%
2%
0.2%

Brazil
N. America

% of Tablets

35

Android Release Version

Smartphone Market Share by Operating System

32%

4.4

Android (65%) has a larger share of Smartphone OS in

Brazil, compared to N. America (54%).
iOS has 17% of the Brazilian hits, much smaller than
North America (44%).
Windows Phone also has significant share with 18%.
Release version patterns are similar, with Android
exhibiting fragmentation, vs. iOS users quickly upgrading
their release verison.

4.1

19%

4.2

48%

27%

13%

6%

Brazil

13%
11%

2.3

N. America

7%
7%

4.3

6%
7%

% of Android Hits

iOS Release Version

Smartphone OS
65%

Android

75%
72%

7.1

54%

12%
15%

7
Windows Phone OS

18%

2%
17%

iOS

RIM OS

Brazil
44%

0.1%
0.5%

N. America

8
6.1
6

8%

MOVR

N. America

4%
6%
0.5%
1.1%
% of iOS Hits

% of Smartphone Hits
Source: ScientiaMobile

Brazil

4%

Source: ScientiaMobile

36

How Does Usage Vary During The Day?

Traffic coming from mobile devices peaks in the evening.

Smartphones have a more constant usage, exhibiting a peak
hour traffic that is 1.7x the average.

Tablets are used less frequently during the morning and

daytime.
Tablets have a more pronounced peak hour that is 2.2x the
average traffic.

2.2x
average

Peak Hour - Brazil

10%
9%

1.7x
average

8%

Title

7%
6%
5%

4%

feature

3%

smartphone

2%

tablet

1%
0%
0

10

11

12

13

14

15

16

17

18

19

20

21

22

23

% of Hits by Form Factor

Source: ScientiaMobile

MOVR

37

About ScientiaMobile

ScientiaMobile provides the industrys most accurate and flexible device

detection solution, helping customers deliver great web experiences
and manage the increasingly fragmented mobile device ecosystem.
ScientiaMobile sells WURFL, a constantly-updated repository that
catalogues thousands of devices and their capabilities and provides
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enables many organizations, including Fortune 500 companies, to
effectively design and analyze web experiences for an ever-growing
range of smartphones, tablets, smart TVs and game consoles.
For more information about ScientiaMobile and its commercial
products, please visit us at: www.scientiamobile.com
WURFL.io offers a number of free tools for device detection and image
tailoring.
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To speak to us about our products and licenses, please complete this
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MOVR is the Copyright of ScientiaMobile, Inc and is made available
under the terms of the Creative Commons Attribution-NonCommercialNoDerivatives 4.0 International License.

MOVR

Disclaimer
While ScientiaMobile, Inc. has used reasonable efforts
accurately to prepare this report and the other data and
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AND STATUTORY WARRANTIES OF ANY KIND TO ANY
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38