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Citrix: Data Provides Insight Into Mobile Subscriber Behavior And Mobile App Preference

Stocks in this article: CTXS

Today, Citrix 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 behavior has on operators’ networks. This quarter’s key findings indicate:

  • Mobile audio – and Internet radio in particular – is an emerging category representing 12 percent of mobile data volume in North America and four percent outside of the region.
  • Mobile search per subscriber has increased 25 percent since February 2012.
  • Four apps – Media Player, Safari, App Store and Facebook – generate 82 percent 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 percent 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 monetize 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 percentage 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 percent 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 percent 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

When it comes to the top mobile apps, four apps generate 82 percent 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 percent of mobile data transactions. Accounting for one percent of mobile transactions, the eBay app now generates enough traffic to be a significant mobile data contributor and has become the first ecommerce app to pass the one percent threshold. Facebook has also risen in prominence since February 2012 when it generated one percent of data volume. Facebook now accounts for five percent of data volume.

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