Fractured mobile landscape – Asian device fragmentation trend hits Europe with Wiko and bq gaining traction
Emergence of the Visual Society – Bigger is better, as consumers screen sizes reflect their desire for the optimum visual experience
LTE’s chequered adoption – South Korea and USA lead the march but connection issue runs deeper than availability of 4G service
July 29th 2014. Apple and Samsung are experiencing their first major challenge from disruptive European vendors, according to the Netbiscuits Web Trends Report for Q2 2014. The report, based on actual consumer web usage in more than across 242 countries found that Wiko (France) and bq (Spain) have burst into the Top 50 devices in their own countries for the first time with a 3 per cent and 1.5 per cent share respectively.
While previous Netbiscuits Web Trends reports found that local vendors have been emerging in Asia, Europe has largely resisted the temptation of home-grown vendors, until now.
In China, Xiaomi captured traffic share from both Apple and Samsung and represented over 10 per cent share of Top 100 device traffic for the first time, while Oppo and Coolpad both saw higher shares compared to Q1 2014.
It comes at a time when Samsung’s earning guidance signalled a potential 24 per cent decline in operating profits and further points to potential fragmentation in the Asian market as more agile brands with cheaper devices infiltrate the space.
Netbiscuits Q2, conducted on the company’s Mobile Analytics tool also uncovered that the average physical size of mobile phone screens being used in all countries worldwide increased significantly.
In line with Wiko and bq’s emergence, the 5 to 5.9 inch category grew its share from 21 per cent in Q1 2014 to 25 per cent in Q2 and is set for further growth this quarter.
As Apple prepares to release the iPhone 6, the big screen revolution seems to suggest that consumers are acquiring the screen real estate that can deliver improved visual experiences on the web.
For brands this needs to inform their web and content strategies – ensuring the right amount of image and video content, and focusing design efforts to ensure a great experience on larger and higher quality screens.
South Koreans are most likely to be using the largest screens. 59 per cent of traffic from the top 100 devices comes from devices with 5 to 5.9 inch screens.
The smallest physical screen sizes are to be found in Africa, with Kenya and South Africa at the foot of the list for overall average screen sizes.
And, South Korea, also led the charge for mobile phones in the Top 100 list with LTE capability (76 per cent).
The only other country approaching this is the United States (67 per cent), followed by Sweden and Japan.
At the other end of the spectrum, only 7 devices in the top 100 most used in China were capable of LTE connectivity.
This puts it behind other fast growing economies such as Russia and Brazil.
It is important to remember that even when the next generation LTE networks are widely rolled-out, and the majority of users have devices that can support the technology.
Consumers are still going to have varying speeds and Netbiscuits recommends marketers and developers understand their device base.
Plus develop a mobile web strategy that is flexible enough to deal with the variety in connection speeds.
Daniel Weisbeck, COO/CMO, Netbiscuits, said, “In a world that has been dominated by Apple and Samsung, we’re heading back towards device fragmentation, with local vendors making credible gains in Asia and now Europe.”
He continued, “For marketers, the increasing fragmentation is great – it means points of differentiation between customers that can be used to increase understanding and likely behaviour.
“Plus it means opportunity to deliver a more targeted message and experience.
“For developers the instinctive response might be a little more negative, as it means the technology and the development methodologies they use have to work harder in order to ensure a great experience for every user.
“Thankfully, there are tools available to help developers firstly understand the make-up of their visitor base and then adapt their websites on the fly in order to ensure it all works as planned.”
Fast Facts from the Netbiscuits Q2 Mobile Web Trends Report: -
- In 2014 67 per cent of the Top 100 devices being used in the USA were capable of supporting LTE, compared to only 33 per cent in the United Kingdom
- Globally, the Apple iPhone 5 series of mobiles replaced the 4 and 4S as the most used device for surfing the web on mobile phones in Q2 2014
- The greatest shifts towards the 5 to 5.9 inch screen size category came not in Asia but from the United States, Canada and Australia, while in the UK the 4.5 to 4.9 was the segment to gain most in terms of share of traffic
- In the operating system world, Android continued to grow its share of traffic, reaching 57 per cent of web traffic from mobile phones worldwide this quarter, up from 55 per cent in the last quarter. iOS remained unchanged at 32 per cent of total mobile phone web traffic
- The most used screen dimension among consumers in mobile phone traffic is 1136 x 640 pixels
Netbiscuits is a global leader in mobile analytics and device detection. Netbiscuits delivers compelling analytics and device detection products to help companies achieve increased reach and performance, while improving conversion and customer engagement. Our cloud software records over one billion unique page impressions a month, serving global brands such as eBay, Coca Cola, MTV, BMW and T-Online. The award-winning Netbiscuits Device Library has been catalogued through manual testing since the year 2000, and contains detailed device feature capabilities, including over 7,500 device, 157 operating system and 343 web browser profiles, to create exceptional mobile experiences for every connected device.