MOBILE

ANALYTICS REPORT

Mobile Analytics Report

February 2012
This special Mobile Analytics Report for the first quarter of 2012 provides insight into the forces driving the explosion in smartphone and tablet usage, the resulting impact on mobile networks, and ways in which mobile operators can leverage network intelligence for profitable data revenue growth. The intent is to provide operators with real-world use cases for creating intelligent policies to generate unique service differentiation and monetization opportunities.

1Q 2012 Highlights
Mobile Video Subscriber Behavior
The majority of total data traffic generated by iPhones and iPads 83% comes from three apps Media Player, Safari and App Store/iTunes at 47%, 21% and 15%, respectively. The average mobile data subscriber uses the Twitter app for under five minutes and spends nearly twice as long on Facebook. YouTube sessions are similar to Facebook sessions with an average time of 8.5 minutes. However, the average Facebook session generates only 120KB, while the average YouTube session produces over 40MB nearly 350 times the data volume. This is a clear indication of the significant load that video places on mobile networks.

Network Impact
Across geographies, video is now the leading driver of total data traffic on mobile networks at an average of 50%. In some networks, data volume due to video content is approaching 70%. Compared with 40% in 1Q 2011, this indicates an increase of 10 percentage points of video-driven data volume on mobile networks worldwide. The average Android tablet user generates twice the data volume produced by a comparable Android smartphone subscriber, while the typical iPad user generates three times the data volume produced by a comparable iPhone subscriber. A five-minute video at 360p resolution generates approximately 10-15MB of data traffic on the network. A five-minute video with high-definition quality on one of the latest LTE devices could generate as much as 75MB of traffic five times that of a 360p video.

Mobile Advertising
Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOS devices. Google is the dominant source of mobile data traffic generated by advertisements. DoubleClick, AdMob and AdSense are all owned by Google and generate an average of 75% of the total data produced by advertisements. As an indication of its richer media content, Apple iAd generates higher data volume per transaction than other advertising networks more than double in most cases.

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: February 2012

Top 3 Apps Make Up Majority of iOS Usage

iOS Impact
100%

80%

15%

5%
60%

21%

5%

21%
40%

61%

Other Apps Twitter Facebook YouTube Maps App Store/iTunes Safari

61% 47%
20%

47%

0%

Media Player

Data Volume

Transactions

Findings:
The majority of total data traffic generated by iPhones and iPads 83% comes from three apps Media Player, Safari and App Store/iTunes at 47%, 21% and 15%, respectively. The most used app is Safari, which accounts for over 60% of transactions between the device and the network.

Network Impact Varies by App

52% 33%

Time Spent by Mobile App

Mobile Network Impact of Facebook

Facebook Data
Twitter Facebook YouTube 8.51 4.57 9.06

Volume, 6.43%

10

Minutes per Subscriber Session 52% 33%

Facebook Transactions, 36.20% Other Transactions, 63.80%

Data Volume by Mobile App

Twitter

170 KB

Facebook 120 KB 40 MB YouTube

Other Data Volume, 93.57%

10

15

20

25

30

35

40

Megabytes per Subscriber Session

Findings: The average mobile data subscriber uses the Twitter app for under five minutes and spends nearly twice as long on Facebook. YouTube sessions are similar to Facebook sessions, with an average time of 8.5 minutes. However, the average Facebook session generates only 120KB, while the average YouTube session produces over 40MB nearly 350 times the data volume. This is a clear indication of the significant load that video places on mobile networks. Facebook is one of the top destinations for mobile subscribers, generating more than 35% of total network transactions. However, Facebook accounts for a relatively low volume of data at approximately 5% of network traffic.

Mobile Analytics Report: February 2012

Dissecting the Mobile Advertising Ecosystem

Android Devices Generate More Ads
9% 2%
16

Average Data Volume Generated per Ad Transaction

14

12

10

KBytes

91%

98%

Android Transactions 5%

Android Data Volume 1%

6

Ad Transactions Non-Ad Transactions 95% Ad Volume 99% Non-Ad Volume iOS Transactions iOS Data Volume

AdMob

AdSense

DoubleClick

iAd

Millennial Media

Yahoo! Media

Mobile Ads Dominated by Google

100%

75%

50%

25%

0%

Android Ad Servers by Data Volume

Android Ad Servers by Transaction

iOS Ad Servers by Data Volume

iOS Ad Servers by Transaction

DoubleClick

AdMob

AdSense

Other Ad Networks

Findings:
Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOS devices. Google is the dominant source of mobile data traffic generated by advertisements. DoubleClick, AdMob and AdSense are all owned by Google and generate an average of 75% of the total data produced by advertisements. Google advertisements on Android devices and on iOS devices have relatively equal impact on the network. As an indication of its richer media content, Apple iAd generates higher data volume per transaction than other advertising networks more than double in most cases.

Mobile Analytics Report: February 2012

Mobile Video Continues to Drive Data Traffic

Mobile Data Tra c Distribution
100% 13% 20% 15% 16%

Data Volume Breakdown by Operator

18% 75% 32%

41%

35%

50%

69% 48% 43% 49%

50% of Mobile Data Tra c is Due to Video

25%

0% Operator A Operator B Video Web Operator C Other Operator D

Findings:
Across geographies, video is now the leading driver of total data traffic on mobile networks at an average of 50%. In some networks, data volume due to video content is approaching 70%. Compared with 40% in 1Q 2011, this indicates an increase of 10 percentage points of video-driven data volume on mobile networks worldwide.

Mobile Data Volume: Smartphones vs. Tablets

Data Volume: Phone vs. Tablet 4 3.5 3 2.5
Data Volume Multiple

3x iPhone

3 2.5
Data Volume Multiple

2x Android Phone 2 1.5 1 0.5 0

Average Android Phone Data Volume/Day Average Android Tablet Data Volume/Day

2 1.5 1 0.5 0
Average iPhone Data Volume/Day Average iPad Data Volume/Day

Findings:
On average, tablets generate 2-3 times the data volume that smartphones do. The average Android tablet user generates twice the data volume produced by a comparable Android smartphone subscriber, while the typical iPad user generates three times the data volume produced by a comparable iPhone subscriber.
Mobile Analytics Report: February 2012 4

Resolution = Traffic
Video Volume by Resolution

Jan-12

720p 480p 360p

Jan-11

240p

0%

20%

40%

60%

80%

100%

Video Requests by Resolution

100%
11% 15%

Video Volume by Resolution

100%

75%

75%

29%

50%
85% 73%

50%
44% 35%

25%

720p+ 720p 480p

41%

25%
26% 21% 12%

720p+ 720p 480p 360p 240p

iPhone Android

360p 240p 0%
5% Laptop

0%
Laptop iPhone Android

Findings
Currently, the majority of video served over mobile networks is 360p resolution or less. At 360p resolution, a five-minute video generates approximately 10-15MB of data traffic on the network. Android subscribers tend to request lower-resolution videos typically 240p more often than those with iOS devices; laptop subscribers are least likely to request 240p and other lower-resolution videos. As expected, requests for lower-resolution video generate lower data volume than requests for higher-resolution video. Although 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. A five-minute video with high-definition quality on one of the latest LTE devices could generate as much as 75MB of traffic five times that of a 360p video.

Mobile Analytics Report: February 2012

Less Video Stalling = Better QoE

Percentage of Mobile Videos Stalling
60% 53%

% of Videos Stalling

40% 37% 31% 24% 20%

16% 8%

0% Operator A Operator B Without Optimization Operator C With Optimization

Findings
On average, optimization reduces video stalling by 50%, thus improving the users quality of experience (QoE).

This special report is a collaborative effort between Bytemobile and its partner, Amethon, and leverages each companys analytics tools for understanding subscriber usage of mobile devices to interact with websites and content.

About Amethon Solutions

Amethon Solutions provides mobile web analytics and content tracking solutions to mobile operators, content publishers and mobile marketing agencies with a key focus on smartphone and mobile applications. Customers include tier-one operators in Europe, Asia Pacific and the Middle East, as well as some of the worlds premier marketing agencies and content publishers. To learn more, visit: www.amethon.com.

Bytemobile Smart Capacity at the CoreTM

Bytemobiles Smart Capacity platforms give mobile operators more control of existing network resources to manage escalating subscriber demand for capacity due to video and other bandwidth-intensive content and applications. By deploying these platforms in the mobile network, operators can defer costly network capital expenditures and control operating expenses, while improving revenue growth and profitability. The companys network intelligence solution, Smart Capacity 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. To learn more, visit www.bytemobile.com.

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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 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: February 2012