MOVR

Mobile Overview Report

April – June 2018

The first step in a great mobile experience

TBD

2
3
Q1 2018 to Q2 2018
Comparisons
Top Smartphones

• There are no new Top Smartphones Africa Asia Europe N. America Oceania S. America
smartphones on this Apple iPhone 7 3.77% 4.95% 6.59% 8.87% 9.32% 3.04%
list from last quarter.
Samsung J7 Prime 1.24% 4.76% 0.07% 0.47% 0.28% 3.57%
Apple iPhone 7 Plus 2.04% 4.42% 2.19% 7.65% 8.27% 1.94%
• Dropping off the list are
the Samsung Galaxy J3 Apple iPhone X 1.28% 4.21% 1.90% 4.79% 6.92% 1.15%
Duos, Samsung Galaxy Apple iPhone 6S 1.97% 3.75% 5.75% 6.88% 7.57% 2.74%
J5 (2016), and the
Apple iPhone 6 1.67% 3.03% 3.66% 4.80% 4.75% 3.13%
Samsung Galaxy J2
(2015). Samsung Galaxy J7 2015 1.17% 2.20% 0.09% 0.74% 0.09% 2.32%
Apple iPhone 8 Plus 0.94% 2.08% 1.55% 5.10% 6.63% 0.95%
• North America and Apple iPhone 6S Plus 0.80% 1.71% 0.93% 3.20% 3.21% 0.80%
Oceania continue to be
Apple iPhone 8 1.74% 1.53% 2.11% 3.46% 4.14% 0.82%
concentrated markets
for brands, with the top Samsung Galaxy S7 1.06% 0.53% 2.99% 2.79% 4.03% 0.81%
smartphones accounting Samsung Galaxy S8 1.41% 0.76% 3.13% 2.78% 4.17% 1.11%
for 59.50% and 66.02% Apple iPhone SE 0.57% 0.51% 3.07% 2.69% 1.67% 1.39%
respectively. With a Samsung Galaxy S7 Edge 1.56% 1.26% 2.53% 1.63% 2.22% 1.15%
decrease in top brand Apple iPhone 5S 0.76% 1.25% 2.37% 1.44% 1.26% 1.79%
loyalty of 2.79% in Samsung Galaxy J2 Prime 0.01% 0.00% 0.03% 0.59% 0.13% 3.40%
North America and Samsung Galaxy J5 1.78% 1.34% 1.00% 0.31% 0.33% 3.00%
8.73% in Oceania Samsung J5 Prime 1.09% 0.50% 0.05% 0.25% 0.36% 2.67%
since Q1 2018. Motorola Moto G (5) Plus 0.03% 0.05% 0.19% 0.59% 0.14% 2.64%
Samsung Galaxy J7 (2016) 0.44% 1.46% 0.76% 0.31% 0.13% 2.41%
Samsung Galaxy Grand Prime+ 3.48% 1.01% 0.08% 0.15% 0.43% 0.05%
Others 71.20% 58.72% 58.96% 40.50% 33.98% 59.12%

MOVR Source: ScientiaMobile. Note: figures reflect percentage point (2018Q2)

5
 Top Smartphone Trends (2018 Q2 vs. 2018 Q1)
• Oceania saw the largest Smartphone Trends Africa Asia Europe N. America Oceania S. America
adoption trend in a 2.95% Apple iPhone 7 -0.02% 0.80% -0.08% -0.62% -2.62% 0.14%
increase in usage of the Apple
Samsung J7 Prime -0.10% 0.45% 0.02% 0.02% -0.01% 0.66%
iPhone X.
Apple iPhone 7 Plus -0.09% -0.12% -0.13% -0.23% 0.08% 0.20%
• Asia had the second largest Apple iPhone X 0.49% 2.24% 0.38% 1.23% 2.95% 0.70%
increase in smartphone usage Apple iPhone 6S -1.13% -0.33% -0.45% -0.99% -2.34% -0.01%
with 2.24% adoption increase Apple iPhone 6 -0.89% -1.15% -0.47% -0.81% -1.16% -0.91%
for the Apple iPhone X.
Samsung Galaxy J7 2015 -0.23% -0.16% 0.01% -0.15% 0.01% -0.31%

• Oceania had the third largest Apple iPhone 8 Plus 0.21% 0.87% 0.27% 1.46% 2.17% 0.40%
adoption of a smartphone this Apple iPhone 6S Plus -0.13% -0.67% -0.09% -0.23% -0.23% 0.06%
quarter with a 2.17% increase Apple iPhone 8 1.06% 0.84% 0.48% 0.98% 0.54% 0.34%
in Apple iPhone 8 Plus usage.
Samsung Galaxy S7 -0.23% 0.00% -0.13% -0.35% -1.04% -0.01%
Samsung Galaxy S8 0.13% 0.03% 0.41% 0.33% -0.44% 0.33%
• Apple iPhone X, Apple iPhone 8
Plus, and Apple iPhone 8 had Apple iPhone SE -0.18% -0.21% 0.09% -0.16% -0.52% -0.10%
the most growth this quarter. Samsung Galaxy S7 Edge -0.33% -0.07% -0.26% -0.27% -0.37% 0.02%
The iPhone X had 7.99% Apple iPhone 5S -0.15% -1.09% -0.26% -0.38% -0.42% -0.87%
growth globally, the Apple
Samsung Galaxy J2 Prime 0.00% 0.00% 0.02% -0.02% 0.02% 0.39%
iPhone 8 Plus had a 5.38%
increase, and the Apple iPhone Samsung Galaxy J5 -0.11% -0.01% -0.18% -0.06% 0.05% -0.23%
8 had 4.24% growth. Samsung J5 Prime -0.01% -0.04% 0.00% 0.02% 0.01% 0.37%
Motorola Moto G (5) Plus 0.00% -0.01% 0.02% 0.02% -0.02% 0.21%
• Largest global drop in usage is Samsung Galaxy J7 (2016) -0.21% -0.06% 0.01% -0.01% 0.03% -0.08%
from the Apple iPhone 6, 6S,
Samsung Galaxy Grand Prime+ 0.33% -0.16% 0.01% 0.12% 0.13% 0.01%
and 5S. Dropping by 5.39%
5.25%, and 3.17% Others 1.57% -1.16% 0.30% 0.11% 3.19% -1.33%
respectively.

MOVR Source: ScientiaMobile. Note: figures reflect percentage point change

(2018Q2%-2018Q1%) 6
Top Tablets
• The most significant market Top Tablets Africa Asia Europe N. America Oceania S. America
share for tablets remains
Apple iPad Air 2 5.39% 11.36% 12.10% 14.88% 16.43% 7.31%
with Apple’s iPad Airs, with
the iPad Air 2 leading for the Apple iPad Air 3.87% 8.14% 10.00% 12.13% 12.25% 7.72%
fifth quarter in a row. Apple iPad mini 2 2.35% 5.50% 4.28% 6.33% 5.24% 3.99%
Apple iPad 4 3.42% 5.27% 6.15% 7.37% 8.74% 6.80%
• The iPad Air 2 is the most Apple iPad 2017 3.50% 5.22% 5.81% 9.39% 10.80% 3.08%
popular tablet across almost Apple iPad mini 1.94% 4.05% 2.58% 3.08% 3.34% 1.51%
all continents with South
Apple iPad mini 4 1.22% 3.96% 2.17% 2.96% 3.34% 2.44%
America finding the Apple
Samsung Galaxy Tab 3 Lite 1.41% 3.15% 0.82% 0.66% 0.48% 4.22%
iPad Air more popular this
quarter. Apple iPad Pro 9.7 1.15% 2.87% 1.98% 3.57% 2.89% 1.40%
Apple iPad 3 1.91% 2.65% 2.46% 2.77% 3.46% 2.13%
• This quarter, the Oceania and Apple iPad 2 2.51% 2.19% 2.50% 3.06% 3.87% 1.24%
North American markets Samsung Galaxy Tab A 10.1 1.60% 0.65% 5.08% 1.14% 0.18% 0.63%
were the most concentrated Samsung Galaxy Tab A 9.7 2.34% 0.62% 2.85% 1.02% 1.39% 1.06%
with top tablets making up
Samsung Galaxy Tab E 5.10% 1.40% 2.38% 1.56% 0.40% 4.97%
78.66% and 73.32% of the
market respectively. Intel ECS TR10CS1 0.00% 0.00% 0.00% 0.03% 0.00% 4.59%
Canaima TR10RS1 0.00% 0.00% 0.00% 0.01% 0.00% 3.92%

• Joining the list this quarter is Samsung Galaxy Tab 3V 3G 3.50% 1.76% 0.06% 0.03% 0.16% 1.32%
the Samsung Galaxy Tab 4 Vodafone Tab Mini 7 3.14% 0.01% 0.10% 0.00% 0.01% 0.00%
10.1, the Samsung Samsung Galaxy Tab 4 7.0 2.85% 1.84% 0.66% 0.59% 0.09% 1.87%
Galaxy Tab 4 7.0, and the Samsung Galaxy Tab 4 10.1 2.55% 0.49% 2.16% 1.28% 0.92% 0.82%
Apple iPad 2017. Dropping
Samsung Galaxy Tab A 0.29% 1.10% 0.08% 1.46% 4.68% 0.83%
off is the Apple iPad Pro.
Other 49.95% 37.79% 35.78% 26.68% 21.34% 38.15%

MOVR Source: ScientiaMobile. Note: figures reflect percentage point (2018Q2)

7
 Top Tablet Trends (2018 Q2 vs. 2018 Q1)
Tablet Trends Africa Asia Europe N. America Oceania S. America
• The largest growth (2.14%)
Apple iPad Air 2 -0.54% -0.31% -0.15% 0.03% -1.28% -1.61%
comes from Oceania's increase
Apple iPad Air -1.15% -0.16% -0.90% -0.44% -1.04% 1.95%
in usage of the Apple iPad
2017, the 2nd largest growth Apple iPad mini 2 0.15% -0.61% -0.38% -0.28% -0.88% -0.52%

(1.95%) comes from South Apple iPad 4 -0.70% -0.11% -0.59% 0.00% -0.85% -0.15%

America's usage in Apple iPad Apple iPad 2017 1.84% 0.96% 0.76% -0.43% 2.14% -0.81%
Air. Apple iPad mini -0.53% -0.59% -0.48% -0.18% -0.50% -1.77%
Apple iPad mini 4 -0.05% -0.32% 0.05% 0.17% -0.11% -0.58%
• Globally, the Apple Samsung Galaxy Tab 3 Lite -0.34% 0.47% -0.06% -0.04% -0.13% 0.57%
iPad 2017 had the most Apple iPad Pro 9.7 0.10% 0.20% 0.13% -0.10% -0.40% -0.67%
growth in 2018 Q2 of
Apple iPad 3 -0.94% -0.36% -0.28% 0.19% -0.63% -0.58%
all other tablets (4.46%).
Apple iPad 2 0.20% 0.07% -0.40% -0.09% -0.10% -1.57%
Samsung Galaxy Tab A 10.1 -0.16% 0.05% 0.52% 0.18% -1.24% 0.04%
• North America had the most top
brand tablet usage with others Samsung Galaxy Tab A 9.7 -0.12% -0.07% -0.13% 0.04% -0.13% 0.02%
accounting for less than 1% Samsung Galaxy Tab E -0.03% -0.06% 0.09% 0.05% 0.11% 1.11%
(0.80%). Intel ECS TR10CS1 0.00% 0.00% 0.00% 0.00% 0.00% 0.27%
Canaima TR10RS1 0.00% 0.00% 0.00% 0.00% 0.00% 0.08%
• South America saw the largest
Samsung Galaxy Tab 3V 3G 0.45% -0.01% -0.01% 0.00% 0.01% 0.43%
usage decrease trends with
a 1.77% drop in the Apple Vodafone Tab Mini 7 0.69% 0.00% 0.01% 0.00% 0.00% 0.00%
iPad mini, a 1.61% drop Samsung Galaxy Tab 4 7.0 0.01% -0.27% 0.03% -0.06% -0.03% -0.13%
in Apple iPad Air 2 Samsung Galaxy Tab 4 10.1 -0.08% -0.09% -0.06% 0.25% -0.10% 0.01%
usage, and a 1.57% drop in Samsung Galaxy Tab A 0.04% -0.13% 0.01% -0.06% 1.12% 0.09%
Apple iPad 2 usage.
Other 1.16% 1.36% 1.82% 0.80% 4.04% 3.83%

MOVR Source: ScientiaMobile. Note: figures reflect percentage point change

(2018Q2%-2018Q1%) 8
Global Smartphone OS Versions
• Among Android, version 7.0 continues to be the top OS since last quarter, losing 0.82% since. Android 6 dropped in
usage by 1.98%. Like last quarter, the Android 6 remains below the usage of Android Legacy OS. Android 7 is the
most popular OS in the world, beating out iOS.

• Apple’s OS upgrade process is much more effective than Android, with most of their users on iOS version 11.3. In
fact, iOS version 11.3 with 14.5% is the most popular OS version globally for iOS. Unlike last quarter, the most
popular iOS is no longer the most popular OS across Android and iOS.

• Android remains the largest OS with 67.5% in 2018 Q2, up by 1.55% from 2018 Q1.

Smartphone OS Smartphone OS Share – Global 2018 Q2

Windows Phone ,
0.1% 0.1% 0.7%
others , 0.1%
iOS 11.4, 4.0% Android legacy,Android 4.2,
14.2% 0.3%
33.1% 31.6% Android 4.1, Android 4.3,
iOS 11.3, 14.5% 0.1% 0.2%
Android 4.4,
0.7% 1.6%
0.9% Android 5, 2.0%
Others
iOS iOS 11.2, 7.3% Android 5.1,
iOS 11.1, 0.9% 5.1%
Windows Phone iOS 11, 0.6%
Android iOS 10.3, 1.9%
66.0% 67.6% iOS 10.2, 0.5%
iOS 10.1, 0.1%
iOS 10, 0.1% Android 6, 11.5%
iOS 9.3, 0.4%
iOS 9.2, 0.02%
iOS 9.1, 0.03%
iOS legacy, 1.2%
2018Q1 2018Q2 Android 8.1, 0.4%
Android 8, 6.2%
Android 7.1,
4.2% Android 7, 21.7%
MOVR
Legacy Definition: iOS before 9.0, Android before 4.0 9
iOS Smartphone Operating System Trends
• iOS 11.2 is no longer the most popular iOS. By the
end of 2018 Q2, iOS 11.4 leads with 60.7%.
• Over 95% of users are on 10.x or above, indicating
the success of Apple iOS upgrade process.
• All of the 9.x releases total only 1.4%.
• The iOS 11.x releases show a general trend toward
the most recent version. Unlike last quarter, there is
no lag in adoption for iOS 11.x.
• Similarly, the 10.x and 9.x iOS users have also
continue this trend, adopting the most recent
version more than the later iOS versions.

Version End of Q2
100%
11.4 60.7%
90%
11.3 14.9%
80%
11.2
% of iOS Smartphone Traffic

8.9%
70% 11.1 2.1%

60% 11.0 1.5%

10.3 5.2%
50%
10.2 1.5%
40%
10.1 0.4%
30%
10.0 0.4%
20%
9.3 1.2%
10% 9.2 0.1%

0% 9.1 0.1%
4/1/2018 5/1/2018 6/1/2018
legacy 3.1%

MOVR Legacy Definition: iOS before 9.0, Android before 4.0

10
Android Smartphone Operating System Trends
• Android 7.0 is still the most popular version at the end • Releases 6.x and prior accounts for 31.8% total
of 2018 Q2. However, it is dropping as more users excluding legacy with 6.0 at 16.7%, 5.x at 11.5%, and
adopt version 8.0 and above. 4.x at 3.6% usage.
• Android newest releases, 8.x, accounts for 15.1%, an • Android has always struggled to upgrade users, and
8.66% increase from 2018 Q1. this at the particular time in 2018 Q2, the
• Releases 7.x accounts for 33.5% of all Android traffic, fragmentation of versions continues.
a 5.53% drop from 2018 Q1.
Version End of Q1
% of Android Smartphone Traffic

100%
8.1 1.3%
90%
8.0 13.8%
80%
7.1 6.7%
70%
7.0 26.8%
60%
6.0 16.7%
50% 5.1 8.5%
40% 5.0 3.0%

30% 4.4 2.7%

20% 4.3 0.3%

10% 4.2 0.4%

4.1 0.2%
0%
4/1/2018 5/1/2018 6/1/2018 legacy 19.8%

Legacy Definition: iOS before 9.0, Android before 4.0

MOVR
11
Hardware-Accelerated
High-Efficiency Video
Coding (HEVC) Support
What is High-Efficiency Video Coding (HEVC)
The Challenge of Selecting Video Codecs
• Video streaming is increasingly popular. Cisco
estimates that it will grow to 82% of all consumer
internet traffic by 2021. Therefore, increased
efficiency in video codecs can yield huge savings.
• However, it is complicated to determine the optimal
codec to use based on the device requesting the
video. iOS and Android devices support different
codecs based on a number of factors, including the
OS version and chipset of the device.
HEVC and the Evolution of Video Codecs
• Video streaming platforms have many options to
choose from when it comes to selecting a video codec
format. Over the years, video codecs have evolved
and significantly improved their efficiency. H.264
provided a 50% improvement in bandwidth
consumption vs. H.263 when it was introduced.
H.265, also known as High Efficiency Video Coding
(HEVC), provides another 50% improvement over
H264.
HEVC Means
• Higher Resolution and Quality
• Lower Video Payload
• Leveraging Chipset Acceleration
Hardware-Based Acceleration on Mobile Devices
• HEVC can make use of specialized hardware-based
video decoding and encoding chips on SoCs (System on
Chip). Without that hardware-based acceleration, the
player will use the CPU to decode the video. This heavy
use of the CPU quickly consumes battery life. Users will
not appreciate this poor user experience. Therefore, it’s
best to deliver HEVC only to devices that support HEVC
at the hardware level.
Effective Architecture and Deployment of HEVC
• ScientiaMobile’s WURFL device detection can quickly
identify the hardware-accelerated HEVC_decode or
HEVC_encode capabilities of a device and its chipset.
Video streaming platforms can dramatically reduce
video payload by architecting WURFL’s HEVC video
intelligence into their load balancing and video serving
logic.
MOVR Data on Hardware-Accelerated HEVC Decode
• The following report provides information on mobile
devices with chipsets capable of providing hardware-
based acceleration of the HEVC decoding. 13
Hardware-Accelerated HEVC Decode Support on Smartphones
• 78% of iOS smartphone requests come from devices • 57% of Android smartphone requests come from
that support hardware-accelerated HEVC decoding. devices that support hardware-accelerated HEVC
decoding.

No
Support,
22%

No Hardware-
Support, Accelerated
43% High
Efficiency
Coding
Hardware-Accelerated High (HEVC),
Efficiency Coding (HEVC), 57%
78%

MOVR
14
Hardware-Accelerated HEVC Decode Level Support on Smartphones
• Apple started to support hardware-acceleration of
HEVC decoding on their devices’ chipsets. Level 5 is the
most common level of support with 56% on iOS.
• 22% of iOS usage came from devices that supported
the hardware-acceleration of HEVC level 5.1 decode.
• 43% of Android usage came from smartphones that
have no support for hardware-acceleration of HEVC
decode.
• Level 6 is starting to have adoption, with 4% of
Android devices.

Hardware-Accelerated HEVC Decode Support on

Smartphones by Operating System
56%

43%
% of all smartphone usage

22% 22%
17%
14%
12%
9%
4%
0.3%

No Support 3.1 4 4.1 5 5.1 6

HEVC Support Level

iOS Android
MOVR
15
Hardware-Accelerated HEVC Decode Level Support on Tablets
• Most iPads in use do not support HEVC decode on their • Likewise, most Android tablets to not support
chipsets. 78% of all iPad usage does not support HEVC. hardware-accelerated HEVC decode. 74% of Android
• Level 5 support is starting to appear on iPads, with tablets do not support HEVC on their chipset.
22% showing support. • Level 4.1 is the most common support with 11%.

Hardware-Accelerated HEVC Decode Support on Tablets by

Operating System

78%
74%
% of all tablet usage

22%
11%
7% 7%
0.3% 0.9%

No Support 3.1 4 4.1 5 5.1

HEVC Support Level

iOS Android
MOVR
16
Top Chipsets on Smartphones Supporting Hardware-Accelerated HEVC Decode Level 5 & 5.1

• The Apple A10 Fusion is the most popular chipset supporting
HEVC level 5. The A10 is found in the Apple iPhone 7 and
iPhone 7 Plus.
• The Apple A11 Bionic is the most popular chipset
supporting HEVC level 5.1. It is used in the Apple iPhone
8, iPhone 8 Plus, and the iPhone X.
• The Samsung Exynos 8890 is the next most popular
Level 5.1 chipset, providing 25% usage.

Top Chipsets Supporting HEVC Top Chipsets Supporting HEVC

Decode Level 5 Decode Level 5.1

Apple A10 Fusion 34% Apple A11 Bionic 46%

% of smartphones usage supporting

Apple A9 31% Exynos 8890 25%
Exynos 7420 10%
Snapdragon 835 11%
Exynos 7880 6%
HEVC 5 usage
Snapdragon 820 4%
Snapdragon 625 4%
Kirin 960 4%
Snapdragon 805 2%
Snapdragon 821 3%
Snapdragon 810 2%
Exynos 9810 3%
Snapdragon 808 2%

Helio X20 2% Snapdragon 845 2%

Helio P20 1% Kirin 970 2%

MOVR
RAM on Smartphones Supporting HEVC Decode Levels 5 or 5.1
• RAM is another indicator of the overall capabilities of a
smartphone’s processing capabilities. The more
advanced the HEVC support, the more likely it is that
the smartphone will have more RAM.
• For example, smartphones supporting HEVC level 5.1
have a median RAM of 4GB while smartphones
supporting HEVC level 5 have a median of only 3GB of
RAM.

RAM on Smartphones Supporting Hardware-Accelerated

HEVC Decode Level 5 & 5.1
% of smartphones usage supporting

57%
HEVC 5 and 5.1

48%

35% 34%

14%
7%
5%
0% 0% 0% 0% 1% 0% 0.04%

512MB 1GB 2GB 3GB 4GB 6GB 8GB

5 5.1
MOVR
18
Resolutions on Smartphones Supporting Hardware-Accelerated HEVC
Decode Levels 5 or 5.1
• Resolutions on smartphones supporting hardware- • When evolving to level 5.1, the most common
accelerated HEVC Decode are increasing as the level resolution increases to dramatically to 1440 x 2560
supported progresses. with 30.3%.
• Level 5 support has its most common resolution at the • These devices can make use HEVC’s efficiency in
750 x 1334 dimension with 39.5%. The second most compressing video for their higher resolution
popular is 1080 x 1920 with 35.1%. screens.

Resolutions of Top Smartphones Supporting Hardware-

Accelerated HEVC Decode Level 5 & 5.1
% of smartphones usage supporting

39.5%
35.1%
HEVC 5 and 5.1

30.3%

22.1%
17.4%
13.9% 14.2%
12.1%
8.0%

1.4% 0.2% 0.1% 0.5% 1.2% 0.8% 0.6% 0.1% 1.7% 0.5%
0.2%
640 x 720 x 720 x 750 x 1080 x 1080 x 1080 x 1080 x 1080 x 1125 x 1440 x 1440 x 1440 x 2160 x
1136 1280 1440 1334 1920 2160 2220 2240 2280 2436 2560 2880 2960 3840

5 5.1
MOVR
19
MSRP of Smartphones Supporting Hardware-Accelerated HEVC Decode
Levels 5 or 5.1
• In general, smartphones supporting hardware-
accelerated HEVC carry a premium price.
• The median MSRP for level 5 smartphones is $849.
• 68% of level 5 smartphones are priced over $800.
• The median MSRP for level 5.1 smartphones is $899.
• 72% of level 5.1 smartphones are priced over $800.
• This is considerably higher than the MSRP for all
smartphones at $499.
• As HEVC and chipsets with HEVC decode/encode
become more common, it will be interesting to see if
lower-priced devices adopt this technology.

MSRP of Smartphones Supporting Hardware-Accelerated

HEVC Decode Level 5 & 5.1
% of smartphones usage supporting

44.3%
HEVC 5 and 5.1

30.8%

23.2% 24.1% 23.4%

19.0% 17.8%
17.3%
15.6%
11.2% 12.7%
8.5% 9.3% 8.0%
5.5%
5.2% 2.3% 3.0% 4.3% 4.3%
2.0% 2.7%
0.8% 1.1% 1.0%1.7%0.4% 0.5%

All Smartphones 5 5.1

MOVR
20
Business Case for HEVC Detection in Video Streaming Architecture

• HEVC will reduce dramatically lower video

payload. This drives lower Content Delivery
CDN Cost Benefits from
Network (CDN) costs for the video platform HEVC-Optimized Architecture
and lower data consumption costs for end
users. Over 11% savings

• For a medium-size social media video

platform serving 10 million views per month,
the video platform can save over 11% on
CDN costs alone.

• Other benefits include video server scaling

and an improved user experience from
higher-quality, faster video.
• For more information, please contact
ScientiaMobile and request the white paper,
“How to Optimize HEVC Streaming Video Across
Mobile Devices” Non-Device Optimized Device & HEVC Optimized

MOVR
21
JPEG2000 and Image
Payload Size
Image Optimization by Converting to JPEG2000
• 36% of image requests from smartphones come from • The mean size of original JPEG is 87,611 bytes.
Safari. Safari supports JPEG2000, a more efficient • Staying within the JPEG format, device-aware
image format. optimization produces a file that is 47% smaller.
• We analyzed a real-world traffic from 2018 Q2 to • Converting to JPEG2000 generates a file that is 63%
determine the potential for image payload savings. smaller, with a median size of 31,082 bytes.
ImageEngine, device-aware image CDN, can
automatically convert and deliver optimized images in
real time.

Safari Browser JPEG2000 Image Payload Optimization

Share of Usage
87,611

Mean Image size (bytes)

47%
63%
43,495
Other, Safari, 31,082
64% 36%

Original ImageEngine ImageEngine

JPEG Optimized Optimized
JPEG JPEG 2000
MOVR 23
Spotlight:
France vs. Croatia
World Cup Rematch

24
Form Factor
• Looking across all device usage, Croatia has a much • Feature phone use has dropped away, with France
higher use of smartphones at 46.5% vs. France at showing only 0.9% of browsing usage on feature
35.3%. phones, and Croatia at 0.1%.
• Croatia’s tablet usage is higher, with 6.8% vs. France’s • Smart TV browsing is a small portion of usage, with
6.2%. both Croatia and France’s at 0.1%.

Usage By Form Factor

55.8%
Desktop
44.8%

35.3%
Smartphone
46.5%
France
6.2%
Tablet Croatia
6.8%

0.9%
Feature Phone
0.1%

0.1%
Smart TV
0.1%

% of all device usage

MOVR
25
Top Smartphones
• The most popular smartphone in France during 2018 • The most popular smartphone in Croatia was the
Q2 was the Apple iPhone 6S at 4.4%. It was also the Apple iPhone 7 at 5.4%. It was also the second most
second most popular smartphone in Croatia at 4.7%. popular smartphone in France at 4.3%.

Top 10 Smartphones - France & Croatia

Apple iPhone 6S 4.4%
4.7%
Apple iPhone 7 4.3%
5.4%
Samsung Galaxy S7 3.7%
3.1%
Samsung Galaxy S8 3.2%
3.4%
Samsung Galaxy S7 Edge 3.1%
2.4%
3.0% France
Apple iPhone 6 2.8%
Croatia
Samsung Galaxy J3 Duos 2.7%
2.0%
Apple iPhone SE 2.6%
1.6%
Samsung Galaxy A5 (2017) 2.1%
2.9%
Samsung Galaxy S6 1.9%
2.0%
Huawei P8 Lite (2017) 1.7%
2.1%

% of all smartphone usage

MOVR
26
Top Smartphone Manufacturers
• Samsung is the leading smartphone manufacturer in
both France (42.5%) and Croatia (40.2%).
• Croatia has a lower adoption of Apple’s iPhones
(17.5%) vs. France (22.6%).
• Croatia’s third most popular manufacturer, close
behind Apple, is Huawei (15.2%).
• In France, Huawei holds third place with (10.1%).
• The top three manufacturers hold 75.1% in France
and 73.0% in Croatia.

Top 10 Smartphone Manufacturers – France & Croatia

Samsung 42.5%
40.2%
Apple 22.6%
17.5%
Huawei 10.1%
15.2%
Sony 4.3%
4.0%
Wiko 2.4%
0.3%
Asus 2.3%
0.4% France
LG 2.0% Croatia
4.5%
Nokia 1.5%
1.0%
Xiaomi 1.0%
2.3%
HTC 0.8%
2.5%
Lenovo 0.7%
2.2%
ZTE 0.2%
0.8%
% of all smartphone usage
MOVR
27
Top Tablets
• The Apple iPad Air 2 is the most popular tablet in
France with 9.2%.
• France uses the Samsung Galaxy Tab A 10.1 slightly
less as it is in second place with 8.5% usage.
• The Apple iPad Air is the most popular tablet in
Croatia with 11.4%.
• The Apple iPad Air 2 is in second place in
Croatia with 8.9%.

Top 10 Tablets – France & Croatia

Apple iPad Air 2 9.2%
8.9%
Samsung Galaxy Tab A 10.1 8.5%
4.3%
Apple iPad Air 8.0%
11.4%
Samsung Galaxy Tab A 9.7 5.5%
2.8%
Apple iPad 4 5.3%
2.7%
Samsung Galaxy Tab 4 10.1 4.5%
2.5%
France
Samsung Galaxy Tab E 4.2%
2.8% Croatia
Apple iPad mini 2 3.8%
3.0%
Apple iPad 2017 3.7%
6.2%
Samsung Galaxy Tab S2 9.7 3.0%
2.1%
Lenovo Tab3 8 0.01%
4.0%
Apple iPad mini 4 2.20%
3.3%
Alcatel Pixi 3 (10) 0.04%
3.22%

MOVR % of tablet usage

28
Tablet Operating System
• In France, Apple is the most popular tablet • Samsung is the second most popular with 36.8% in
manufacturer with 42.2%. France and 22.8% in Croatia.
• Apple is the most popular manufacturer in Croatia with • In Croatia, Lenovo (10.3%), Alcatel (5.2%), and
45.8%. Huawei (3.2%) also have significant share.

Top 10 Tablet Manufacturers – France & Croatia

Apple 42.2%
45.8%
Samsung 36.8%
22.8%
Asus 4.8%
2.7%
Lenovo 3.1%
10.3%
Acer 2.4%
1.6%
Archos 1.5%
0.1% France
Amazon 0.8% Croatia
0.6%
Huawei 0.8%
3.2%
Selecline 0.6%
0.0%
Sony 0.5%
0.8%
Alcatel 0.2%
5.2%
VIVAX 0.0%
0.8%

MOVR % of tablet usage

29
Smartphone OS Version
Android OS – France & Croatia
• Android dominates the smartphone OS with France at legacy 13.7%
74.8% and Croatia at 73.7%. 0.3% 9.9%
4.1 0.1%
• iOS has 23.3% of smartphone OS in France versus 4.2 0.3%
0.4%
24.2% in Croatia. 4.3 0.1% 0.6%
• The most popular version of Android in both countries 4.4 2.6%
4.3%
is version 7 with France at 37.9% and Croatia at 5
2.9%
2.5% France
37.6%. 5.1
9.6%
9.5% 16.2%
• For iOS, the most popular version during 2018 Q2 was 6 Croatia
15.3%
11.3. France had 45.7% of iOS users on version 11.3. 6.1
0.1%
0.0%
Croatia had 43.7% on 11.3. 7 37.9%
4.4% 37.6%
7.1 4.8% 11.6%
8 14.1%
8.1 0.3%
0.8%
% of Android smartphone usage

Operating Systems – France & Croatia iOS – France & Croatia

legacy 5.8%
4.5%
74.8% 0.1%
Android 9.1 0.2%
73.7% 0.8%
9.3 1.0%
10 0.6%
1.9% 0.2%
Windows Phone 10.1 0.5%
2.1% 0.5%
France 10.2 1.9%1.8% France
23.3% Croatia 10.3 7.1%
Croatia
iOS
11 2.1%7.0%
24.2% 2.0%
11.1 2.8%
2.2% 22.6%
0.03% 11.2
others 19.8%
0.04% 45.7%
11.3 43.7%
% of smartphone usage 11.4 10.1%
17.1%
MOVR % of iOS smartphone usage 30
Mobile Network Operator Usage by Time of Day
• Both France and Croatia have an average of 49% of • Croatia’s peak hour is right after midnight with 73%.
traffic on mobile network operators (MNO), but during
the day, the usage fluctuates.
• The peak hour for France is around midnight with 63%
of traffic on MNOs.

% of Traffic on Mobile Network Operators by Hour of Day

80%
% of all mobile device usage on mobile

70%

60%
network operator

50%

40%

30%
France % on MNO
20%
Croatia % on MNO
10%

0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Day

MOVR
31
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Make WURFL.js work for you
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With Business Edition, You Get:

• Accurate identification of iPhone and iPad • Easy-to-use JavaScript snippet works
models with ScientiaMobile’s cloud-based DDR
• Integrate with Google Analytics • SLA and high reliability
• Over 20 of WURFL’s most popular capabilities • Helpdesk support

Get WURFL.js at https://www.scientiamobile.com/products/wurfl-js/

MOVR
33
About this Report
& Resources
Report Specifications

• Purpose of Report Included Mobile

Feature Phone,
Devices =57%
– ScientiaMobile publishes MOVR to provide the mobile Web 2%
Tablet, 5%
community with timely information on mobile Web device
usage.

– Our goal is to stimulate interest in mobile device trends, device

capabilities, and tools for analyzing and managing device
fragmentation.
• 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 over 83.9 billion
requests from April 2014 to end of June 2018.
– MOVR focuses on mobile devices, consisting of smartphones,
tablets, and feature phones.
– While the data set 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.
– 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/movr
Desktop, 41%
Excluded = 43%
Smartphone,
50%
Robots, 2%
SmartTV,
0.1%
Definitions
• What is a “hit”? Each time a user visits a Web page and a user
agent (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: it must be a wireless device, have a touch screen with
horizontal resolution greater than or equal to 480px, and not
be considered a tablet.
• What is a tablet? Criteria for a tablet include: a wireless
device, be marketed as a tablet, and running a mobile or
tablet OS. One exception is that a full version of Windows
running on a tablet is considered to be a laptop.

MOVR 35
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.
– Old smartphones: These smartphones are older.
Classic Blackberry devices and Symbian-based
devices fall into this category. More recent devices
with a touch screen, but with older hardware or
older versions of Android, iOS or Windows Phone
also fall into this category.
• What is MNO Traffic? Traffic originating from Mobile
Network Operators (MNO). It is defined, in our
research method, as the connection type provided by
the browser navigator.connection API.
MOVR
About WURFL
• ScientiaMobile uses its WURFL products to collect and
analyze the device intelligence contained in the MOVR
report. WURFL is a Device Description 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
match 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.js provides front-end developers with access to
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.
• ImageEngine combines mobile device detection with
image resizing, image file optimization, and Content
Delivery Network (CDN)-type delivery. It provides
significantly faster downloads, especially on mobile
devices.
36
Visit the MOVR Visualization Tool

• We have shortened this quarterly report because you

can now get up-to-date reports directly from our
MOVR Visualization Tool at
https://www.scientiamobile.com/movr-visualization-
tool/

• With the MOVR Visualization Tool you can:

– Run interactive reports on up-to-date MOVR

information.

– Export high-quality PNG images. Export data as

CSV.

– Share URL of reports you have generated.

MOVR
37
About ScientiaMobile
• ScientiaMobile provides the industry’s 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 access to them via range of API
languages. The WURFL framework 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.
• To subscribe to MOVR, please visit us at
https://www.scientiamobile.com/movr-mobile-overview-
report/
• To speak to us about our products and licenses, please
complete this form at www.scientiamobile.com/license
• MOVR is the Copyright of ScientiaMobile, Inc. and is made
available under the terms of the Creative Commons
Attribution-NonCommercial-NoDerivatives 4.0
International License.
MOVR
Disclaimer
• While ScientiaMobile, Inc. has used reasonable
efforts accurately to prepare this report and the
other data and information here (together the
"Report") from data it and its affiliates have
collected, this Report is made available to the public
on an "AS IS" basis without warranty of any kind.
SCIENTIAMOBILE, INC. AND ITS AFFILIATES MAKE
NO REPRESENTATION AND DISCLAIM ALL
EXPRESS, IMPLIED AND STATUTORY WARRANTIES
OF ANY KIND TO ANY RECIPIENT OF THIS REPORT
OR ANY OTHER THIRD PARTY, INCLUDING ANY
WARRANTIES OF ACCURACY, TIMELINESS,
COMPLETENESS, MERCHANTABILITY AND FITNESS
FOR A PARTICULAR PURPOSE. The Report is limited
to data collected from certain services offered by
ScientiaMobile, Inc. and its affiliates – a self-
selected sample pool that may not reflect the
greater internet user community – and
consequently no conclusion should be drawn from
this Report regarding the internet user base as a
whole. The entire risk as to the quality (or lack
thereof), completeness and your use of this Report
is with you, the user of the Report. In no event will
ScientiaMobile, Inc. or its affiliates be liable for any
direct, indirect, incidental, special, consequential, or
other damages, including loss of profit, arising out
of the use of this Report, even if advised of the
possibility of such damages.
• Any excerpts to, or use of this Report to reach new
conclusions and/or analysis, should indicate
ScientiaMobile, Inc. as its source, but derived
conclusions and analyses generated from these
Reports should be clearly attributed solely to their
38
author.