Today, Citrix released the Citrix Mobile Analytics Report for the first quarter of 2014. The Mobile Analytics Report provides insight into subscriber behavior and related factors that determine quality of experience (QoE) for mobile data services. This quarter’s report is being released in conjunction with a mobile data subscriber survey commissioned by Citrix. Key findings from this quarter’s report and survey include:
Mobile Ads Getting More “Air Time”
Citrix has discovered that mobile advertisements now reach an audience almost double that reached in 2013. Even with such growth, mobile ads generate less than two percent of a subscriber’s daily mobile data volume and only one-in-twenty subscribers are currently served video ads. Citrix projects dramatic growth in the number of subscribers touched by video ads and the data volume attributable to video ads. Such growth will be driven, in part, by such dynamics as auto-play for video ads, as introduced by Facebook in December 2013. Interestingly, 59 percent of Citrix consumer survey respondents believe that mobile ads do not count towards their monthly data quota.
Mobile Health Apps are Off and RunningHealth apps are one of the fastest growing mobile application categories. According to the consumer survey, 52 percent are using their mobile health apps more now, as compared to when it was first downloaded. Within the health category, the top 10 most popular by subscriber usage are related to fitness and running, weight loss and nutrition, and women’s health. With the rise of wearable devices such as FitBit, Nike+, and Pebble, Citrix predicts an increasing impact of health apps on overall network data traffic as these devices integrate more fitness and mobile health apps into their functionality. Mobile Subscribers Have a Crush on Games Three factors contribute to the network load generated by mobile games: popularity, embedded video content and addictiveness – the overall time spent playing the game. In fact, 68 percent of Citrix consumer survey respondents would categorize themselves as being “slightly addicted” to at least one game on their mobile device. With 10 percent of mobile subscribers already playing network-connected games, growth is expected to climb in this popular app category.