Latest ByteMobile mobile analytics report reveals mobile music as emerging mobile data category
June 20th 2013. Citrix has released the Citrix ByteMobile Mobile Analytics Report for the second quarter of 2013. The Mobile Analytics report provides insight into mobile data subscriber usage patterns and the impact this behaviour has on operators’ networks.
This quarter’s key findings indicate: -
- Mobile audio – and Internet radio in particular – is an emerging category representing 12 per cent of mobile data volume in North America and four per cent outside of the region
- Mobile search per subscriber has increased 25 per cent since February 2012
- Four apps – Media Player, Safari, App Store and Facebook – generate 82 per cent of mobile data volume on iOS devices
- Google Maps is preferred over Apple Maps on iOS devices throughout most of the world
“The Mobile Analytics Report findings serve as an essential resource for operators to discover how subscribers are using mobile devices and what applications consume the most data,” said Chris Koopmans, vice president and general manager of Service Provider Platforms, Citrix.
“For example, the report found that 82 per cent of mobile video entertainment traffic is generated by YouTube.”
“Interestingly, operators typically make little or no revenue from this traffic beyond that associated with data usage.”
“The real-world data presented in this report validates the need for network operators to improve subscribers’ mobile experience in order to distinguish their service offerings and better monetise the increase in traffic volume.”
Mobile music booms
In this Mobile Analytics Report, mobile audio, especially music, is identified as an emerging category of mobile data that now constitutes a meaningful per centage of overall data traffic.
Of the total volume of mobile audio measured over the period, Internet radio constitutes the vast majority. The recent announcement by Apple of iTunes Radio suggests that Internet radio will continue its strong growth as iTunes Radio traffic adds to that driven by popular applications such as Spotify and Pandora.
Mobile search transactions rise
This quarter’s Mobile Analytics Report shows that mobile subscribers are using mobile search more than ever before, indicating higher levels of web interaction while on the go.
The report reveals that 97 per cent of mobile search data volume is generated by three apps: Google, Yahoo and Bing.
In a recent study by Google, the search engine found that 82 per cent of shoppers with smartphones use mobile search to help them make in-store purchase decisions, concluding that in-store mobile activity begins with search rather than shopping apps.
Four apps generate the most data [on iOS devices]
When it comes to the top mobile apps, four apps generate 82 per cent of mobile data volume on iOS devices – Media Player, Safari, App Store and Facebook, with Media Player accounting for nearly half.
These top four apps also generate 52 per cent of mobile data transactions.
Accounting for one per cent of mobile transactions, the eBay app now generates enough traffic to be a significant mobile data contributor and has become the first e-commerce app to pass the one per cent threshold.
Facebook has also risen in prominence since February 2012 when it generated one per cent of data volume. Facebook now accounts for five per cent of data volume.
Worldwide usage of Google & Apple Maps
On a worldwide basis, Google Maps usage on Apple devices surpasses that of Apple’s own map application, with Google Maps generating a slight majority of mobile map data volume.
Apple holds an edge in the Americas with the North American market, in particular, preferring Apple Maps over Google Maps 63 per cent to 37 per cent.
Google Maps dominates the rest of the world, with Google Maps preference peaking at 80 per cent in the Asia Pacific region.
The findings in the Citrix ByteMobile Mobile Analytics Report are generated from Smart Capacity Mobile Analytics, the company’s mobile data traffic reporting solution.
The Mobile Analytics Report anonymously sources data traffic statistics from the 3G and 4G networks of the Citrix ByteMobile global Tier One customer base and provides insight into the current state of the mobile ecosystem.
The Mobile Analytics Report reflects the growing use of mobile devices throughout the world.
Recently, Citrix unveiled advancements towards its mobile workstyles vision, providing powerful new ways for people to work whenever, wherever and however they choose.
By enabling mobile work styles, Citrix allows individuals to become more innovative, motivated and productive than ever before. As a result, a new empowered workforce emerges where work is transformed and business is reinvented.
About Citrix ByteMobile
Citrix 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 the mobile networks of more than 130 operators 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.
Citrix (NASDAQ:CTXS) is the cloud company that enables mobile workstyles-empowering people to work and collaborate from anywhere, securely accessing apps and data on any of the latest devices, as easily as they would in their own office. Citrix solutions help IT and service providers build clouds, leveraging virtualization and networking technologies to deliver high-performance, elastic and cost-effective cloud services. With market-leading cloud solutions for mobility, desktop virtualization, networking, cloud platforms, collaboration and data sharing, Citrix helps organizations of all sizes achieve the speed and agility necessary to succeed in a mobile and dynamic world. Citrix products are in use at more than 260,000 organizations and by over 100 million users globally. Annual revenue in 2012 was $2.59 billion.