MobileAnalyticsReport_May20121

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Mobile Analytics Report: May 2012 1

Mobile Analytics ReportMay 2012

The Bytemobile Mobile Analytics Report for the second quarter of 2012 provides insight into

subscriber behavior and related factors that determine quality of experience (QoE) for mobile

data services today. The intent is to provide mobile network operators with real-world use

cases for improving subscriber QoE and differentiating their services to manage and monetize

increasing volumes of traffic.

MOBILE ANALYTICS REPORT

2Q 2012 Highlights

Mobile Subscriber Behavior

Mobile data subscribers on an iOS device use the

Facebook app for more than eight minutes on average.

By comparison, Android users spend less than seven

minutes.

iOS-based subscribers use the Twitter app for underfive minutes on average, while Android-based

subscribers spend nearly seven minutes on Twitter.

YouTube is the most frequently visited source for

mobile video, and YouTube sessions are the longest by

a slight margin with subscribers spending nearly as

much time in VEVO and Dailymotion sessions.

Mobile YouTube sessions last for 8.5 minutes on

average, while VEVO sessions are just over eight

minutes and Dailymotion sessions are under eight

minutes.

On average, iPad subscribers browse 33 web pages

per session. This results in 160% more usage thanthe browsing of iPhone subscribers, who view

approximately 20 pages per session.

Operators process 3x more data volume on their

networks for tablet devices than for smartphones, on

average.

The web browsing experience fluctuates significantly

on mobile networks with average download times

ranging from 1/10 of a second to up to 30 seconds.

Contrary to the findings of performance benchmarks

that showcase one-time speed test results, the average

mobile subscriber on an average mobile network,

on an average day waits 10 seconds for a single web

page to download to a device.

Mobile Subscriber QoE

Slower networks drive consumption of lower-resolution

video. On average, a mobile network with a bit rate

of 300Kbps delivers 74% of requested videos at 240p

resolution.

Faster networks drive consumption of higher-resolution

video. On average, a mobile network with a bit rate of

600Kbps delivers 66% of requested videos at 380p and

480p resolution.

Sixteen percent of mobile videos are requested more

than 100 times, and another 10% are requested more

than 10 times over the same network.

On average, over 50% of all mobile videos are

requested and served multiple times.

During peak traffic periods on mobile networks, repeat

requests for videos increase from 31% to 50%.

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.


2/5


Mobile Network Usage Differs by Device Type

Findings:

Mobile data subscribers on an iOS device use the Facebook app for more than eight minutes on average. By comparison,

Android users spend less than seven minutes.

iOS-based subscribers use the Twitter app for under five minutes on average, while Android-based subscribers spend

nearly seven minutes on Twitter.

The overall subscriber usage time is consistent across iOS and Android devices at approximately six minutes per web

browsing session.

6.9

8.4

Facebook Average Session Time

654321

Android

iOS

7

Minutes

98

4.9

Twitter Average Session Time

654321

Android

iOS

7

Minutes

98

6.9

Web Browsing Average Session Time

654321

Android

iOS

7

Minutes

98

6.7

5.8

Findings:

YouTube is the most frequently visited source for mobile video, and YouTube sessions are the longest by a slight margin

with subscribers spending nearly as much time in VEVO and Dailymotion sessions.

Mobile YouTube sessions last for 8.5 minutes on average, while VEVO sessions are just over eight minutes and Dailymotion

sessions are under eight minutes.

Average Mobile Video Session Time by Site

6543210 7

Minutes per Mobile Session

98

8.5

7.7

8.2

Video Consumption Differs by Site


3/5


Findings:

The web browsing experience fluctuates significantly on mobile networks with average download times ranging from

1/10 of a second to up to 30 seconds. Contrary to the findings of performance benchmarks that showcase one-time

speed test results, the average mobile subscriber on an average mobile network, on an average day waits 10 seconds

for a single web page to download to a device.

Wide Range of Mobile Web Page Download Times

302520151050

Slowest

Average

Fastest

35

Seconds

9.8

Mobile Web Browsing Experience

iPad vs. iPhone Usage

Page Views per Web Browsing Session

35

30

25

20

15

10

5

0 iPad iPhone

PageViews 20.5

33.3

Findings:

On average, iPad subscribers browse 33 web pages per session. This results in 160% more usage than the browsing of

iPhone subscribers, who view approximately 20 pages per session.

Operators process 3x more data volume on their networks for tablet devices than for smartphones, on average see

Bytemobiles 1Q 2012 Mobile Analytics Report.


4/5


iPhone vs. Android Visual Quality

Findings:

Slower networks drive consumption of lower-resolution video. On average, a mobile network with a bit rate of 300Kbps

delivers 74% of requested videos at 240p resolution.

Faster networks drive consumption of higher-reolution video. On average, a mobile network with a bit rate of 600Kbps

delivers 66% of requested videos at 380p and 480p resolution.

As expected, requests for lower-resolution video generate lower data volume than requests for higher-resolution video.

Although subscribers on 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.

Video QoE of Mobile Network withAverage Bit Rate of 300 Kbps

Low Res

Video Requests

(240p)

74%

Med Res

Video Requests

(360p+480p)

26%

Low Res

Video Requests

(240p)

34%Med Res

Video Requests

(360p+480p)

66%

Video QoE of Mobile Network withAverage Bit Rate of 600 Kbps

240p21%

360p

44%

480p

17%

720p18%

240p

73%

360p15%

480p11%

720p1%

Video Requests Video Volume

iPhone

Video Requests

240p

85%

360p11%

480p4%

Video Volume

240p12%

360p

35%

480p25%

720p28%

Android

Network Speed Impacts Visual Quality


5/5


Findings

The majority of videos traversing mobile networks are requested by multiple subscribers.

Sixteen percent of mobile videos are requested more than 100 times, and another 10% are requested more than 10 times

over the same network.

On average, over 50% of all mobile videos are requested and served multiple times.

During peak traffic periods on mobile networks, repeat requests for videos increase from 31% to 50%.

Video on Mobile Networks

Over 50% of Videos are Candidates for Caching

VideosRequested

1x Only48%

VideosRequested

1x to 9x26%

VideosRequested

100x or more16%

VideosRequested11x to 99x

10%

Percentage of Repeat Mobile Video Requests

50%

40%

30%

20%

10%

0Off-Peak

Hours

Peak

Hours

50%

31%

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 andother 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. Thisdocument 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 ofmerchantability 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 bythis 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.

email: [email protected] www.bytemobile.com twitter.com/bytemobile

Bytemobile Smart Capacity at the CoreTM

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 companys solutions have been

deployed in mobile networks 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. The companys network intelligence solution, MobileAnalytics, 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.

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