MOVR
Mobile Overview Report
October – December 2016
The first step in a great mobile experience
The first step in a great mobile experience
Intro
Intro
2
The first step in a great mobile experience
Executive Summary
• Donovan Graphics
MOVR
3
Q4 to Q3 2016
Comparisons
Top Smartphone by Device
•
•
•
•
Overall, the iPhone 6 and 6S are
gaining significant market share in
North America and Oceania with
more than 15% for both in Oceania
and more than 11% for both in North
America.
In Europe and Asia, the most
adoption in the last quarter of 2016
was of the iPhone 6. In 2nd place was
the iPhone 6S for all these continents.
The largest gain from these
geographies was from Europe.
Oceania also showed market share
gain by Samsung Galaxy model,
specifically S5, S7 with 6.2% and 4.3%
respectively.
South America saw the most diverse
widespread market share growth by
model type, including Samsung
Galaxy Grand Prime (4.6%), J5 (4.8%)
along with the iPhone 6 at 4.3% and
several Motorola Moto models with
more than 3% share gains.
Smartphone Device
Asia
2.0%
2.1%
Apple iPhone 5C
0.5%
Apple iPhone 5S
3.9%
Apple iPhone 6
Europe
North America
Oceania
South America
1.7%
1.2%
0.4%
1.6%
4.0%
5.8%
6.7%
6.0%
8.2%
Apple iPhone 6 Plus
2.5%
3.2%
1.2%
5.2%
4.9%
1.0%
Apple iPhone 6S
4.8%
4.7%
7.1%
11.5%
15.2%
2.6%
Apple iPhone 6S Plus
2.1%
2.9%
1.3%
6.8%
5.4%
0.8%
Apple iPhone 7
0.8%
1.0%
1.6%
2.8%
3.7%
0.5%
Motorola Moto G
0.0%
0.1%
0.1%
0.3%
0.1%
3.0%
Motorola Moto G (2nd Gen)
0.0%
0.1%
0.1%
0.1%
0.1%
3.4%
Motorola MotoG3
0.0%
0.1%
0.2%
0.2%
0.1%
3.6%
Samsung Galaxy A3
1.0%
0.8%
2.1%
0.1%
0.2%
0.5%
Samsung Galaxy Grand Neo
1.8%
0.9%
0.8%
0.1%
0.0%
0.8%
Samsung Galaxy Grand Prime
0.6%
1.2%
1.8%
1.2%
0.1%
4.6%
Samsung Galaxy J1
1.9%
0.7%
0.3%
0.2%
0.4%
1.0%
Samsung Galaxy J1 Ace
2.0%
0.1%
0.0%
0.0%
0.3%
0.4%
Samsung Galaxy J2 (2015)
0.9%
1.5%
0.0%
0.2%
0.4%
1.7%
Samsung Galaxy J5
2.0%
1.8%
2.2%
0.3%
0.6%
4.8%
Samsung Galaxy J7
0.8%
2.7%
0.1%
0.8%
0.1%
3.3%
Samsung Galaxy Note 3
0.8%
1.8%
0.6%
0.6%
0.7%
0.2%
Samsung Galaxy Note 4
0.8%
1.7%
0.8%
1.2%
1.0%
0.2%
Samsung Galaxy S4
1.6%
1.7%
1.9%
1.5%
1.6%
1.0%
Samsung Galaxy S5
1.8%
1.4%
3.0%
3.3%
6.2%
1.2%
Samsung Galaxy S6
1.2%
1.0%
3.3%
2.7%
3.7%
0.8%
Samsung Galaxy S6 Edge
1.0%
0.8%
2.0%
0.9%
1.6%
0.6%
Samsung Galaxy S7
0.7%
0.7%
1.7%
2.6%
4.3%
0.4%
Samsung Galaxy S7 Edge
0.9%
1.3%
2.2%
2.0%
2.6%
0.6%
56.9%
55.5%
48.5%
33.8%
21.2%
53.4%
others
MOVR
Africa
Apple iPhone 5
2.9%
1.2%
2.2%
1.8%
0.9%
5.3%
6.0%
3.2%
12.9%
15.0%
4.3%
Source: ScientiaMobile. Note: figures reflect percentage point change (2016Q4%-2016Q3%)
5
Top Smartphone Trends (2016 Q4 v. 2016 Q3)
•
The iPhone 7 has gained market share
in all continents since its release, most
significant adoption continents are
North America and Oceania (2.7%,
3.5% respectively).
•
The iPhone 6 has seen correlating
drops in market share with the
adoption of the iPhone 7 most
significantly in North America and
Oceania (-1.4%, -1.6% respectively).
•
The iPhone 6S has gained more
market share than the iPhone 6S Plus
in all continents, but remains behind
the iPhone 7 comparably. In Europe,
it’s behind by 0.3%, in North America
it’s behind by 1.0% and in Oceania, it’s
behind by 1.5%.
•
Samsung Galaxy S5 continues to lose
market share across the board with its
most significant drops in North
America and Oceania (-1.0%, -1.6%
respectively).
•
Samsung Galaxy S7/S7 Edge is
gaining market share gradually.
MOVR
Smartphone Trend
Apple iPhone 5
Apple iPhone 5C
Apple iPhone 5S
Apple iPhone 6
Apple iPhone 6 Plus
Apple iPhone 6S
Apple iPhone 6S Plus
Apple iPhone 7
Motorola Moto G
Motorola Moto G (2nd Gen)
Motorola MotoG3
Samsung Galaxy A3
Samsung Galaxy Grand Neo
Samsung Galaxy Grand Prime
Samsung Galaxy J1
Samsung Galaxy J1 Ace
Samsung Galaxy J2 (2015)
Samsung Galaxy J5
Samsung Galaxy J7
Samsung Galaxy Note 3
Samsung Galaxy Note 4
Samsung Galaxy S4
Samsung Galaxy S5
Samsung Galaxy S6
Samsung Galaxy S6 Edge
Samsung Galaxy S7
Samsung Galaxy S7 Edge
others
Africa
1.0%
0.2%
2.0%
3.5%
1.4%
2.8%
1.3%
0.8%
0.0%
0.0%
0.0%
-0.3%
-0.7%
0.0%
-0.3%
-0.3%
0.5%
-0.4%
0.0%
-0.2%
-0.3%
-0.6%
-1.1%
-0.7%
-0.2%
-0.1%
0.0%
-8.2%
Asia
-0.8%
-0.1%
-1.1%
-0.9%
-0.3%
0.2%
0.2%
1.0%
0.0%
-0.1%
-0.1%
0.2%
0.2%
0.0%
0.0%
0.1%
1.0%
0.2%
0.2%
-0.1%
-0.1%
-0.5%
-0.2%
-0.1%
0.1%
0.1%
0.4%
0.5%
Europe
North America Oceania South America
-0.6%
-0.4%
-0.4%
0.2%
-0.4%
-0.7%
-0.2%
-0.1%
-0.3%
-1.0%
-0.2%
0.6%
-0.5%
-1.4%
-1.6%
1.0%
0.0%
-0.7%
-0.3%
0.2%
1.2%
1.7%
2.0%
1.0%
0.3%
0.9%
0.7%
0.3%
1.5%
2.7%
3.5%
0.5%
-0.1%
-0.1%
0.0%
-0.6%
0.0%
0.0%
0.0%
-0.3%
0.0%
0.0%
0.0%
0.1%
0.2%
0.0%
-0.1%
-0.1%
0.1%
0.0%
0.0%
-0.1%
0.2%
-0.3%
0.0%
0.6%
0.0%
0.0%
-0.2%
-0.6%
0.0%
0.0%
0.0%
0.1%
0.0%
0.2%
0.2%
0.8%
0.0%
0.1%
0.1%
1.5%
0.0%
0.3%
0.0%
0.6%
0.0%
-0.2%
-0.3%
-0.1%
-0.1%
-0.4%
-0.3%
-0.4%
-0.4%
-0.6%
-0.7%
-0.4%
-0.8%
-1.0%
-1.6%
-0.3%
-0.2%
-0.6%
-0.4%
-0.1%
-0.1%
-0.2%
-0.3%
-0.1%
0.5%
0.5%
1.1%
0.1%
0.6%
0.4%
0.6%
0.2%
-1.0%
0.6%
-1.6%
-4.7%
Source: ScientiaMobile. Note: figures reflect percentage point change (2016Q4%-2016Q3%)
6
Top Tablets by Device
•
•
•
Apple dominates as the tablet
leader in most continents with
some exceptions in South
America, where Samsung is a
strong competitor.
Apple’s iPad Air and Air 2 saw
huge popularity with more
than 10% of devices in Europe,
North America, and Oceania.
The Apple iPad Mini Retina
also displays some popularity
in Asia, more than any other
continent with 7.6% compared
to the contender of North
America which had 7.2%
Tablet Device
Tablets in Asia favor the Apple
iPad Air, Air 2, Mini, and Mini
Retina at more than a 2%
difference over South America.
MOVR
Asia
Europe
North America
Oceania
South America
4.0%
4.3%
6.5%
9.1%
10.0%
5.9%
Apple iPad 3
3.9%
4.3%
4.0%
4.6%
6.7%
4.5%
Apple iPad 4
5.2%
5.9%
8.3%
10.3%
13.6%
7.4%
Apple iPad Air
5.7%
8.3%
12.9%
15.1%
16.4%
7.7%
Apple iPad Air 2
4.5%
8.5%
10.2%
14.1%
14.9%
5.9%
Apple iPad Mini
3.5%
9.3%
6.4%
7.6%
9.0%
6.4%
Apple iPad Mini 3
0.7%
1.9%
0.9%
1.3%
1.2%
1.1%
Apple iPad Mini 4
0.6%
2.7%
1.3%
1.6%
1.9%
1.0%
Apple iPad Mini Retina
2.2%
7.6%
5.2%
7.2%
6.6%
4.9%
Apple iPad Pro
0.8%
2.0%
1.8%
3.7%
2.7%
1.2%
Samsung Galaxy Tab 3
0.3%
1.5%
0.6%
0.4%
0.3%
3.4%
Samsung Galaxy Tab 3 Lite
1.2%
1.3%
0.6%
0.4%
0.2%
5.8%
Samsung Galaxy Tab 3V 3G
3.7%
3.6%
0.1%
0.0%
0.0%
3.3%
Samsung Galaxy Tab 4 10.1
4.0%
0.7%
2.9%
1.2%
1.4%
1.5%
Samsung Galaxy Tab 4 7.0
4.3%
2.8%
1.1%
0.9%
0.0%
3.5%
Samsung Galaxy Tab A
0.4%
1.1%
0.0%
1.1%
2.4%
0.6%
Samsung Galaxy Tab A 9.7
2.7%
1.0%
2.9%
0.9%
1.7%
1.1%
Samsung Galaxy Tab E
3.5%
1.0%
1.4%
0.7%
0.1%
2.6%
Vodafone Smart Tab 3G
•
Africa
Apple iPad 2
others
8.7%
0.1%
0.0%
0.0%
0.0%
0.0%
40.2%
32.1%
32.7%
20.0%
10.9%
32.1%
Source: ScientiaMobile. Note: figures reflect percentage point change (2016Q4%-2016Q3%)
7
Top Tablet Trends (2016 Q4 v. 2016 Q3)
•
•
•
•
The iPad 2 continues to
drop significant share.
However, instead of this loss
being recovered mostly by
the Apple iPad Pro, as it did
last quarter, it is being
recovered by the newer iPad
Air 2 more than the Pro.
The iPad Mini is seeing a
loss of market share as
customers prefer the newer
minis and Pro.
Samsung Galaxy Tab 3V 3G
is taking market share from
the older 3 versions by over
1.0% in South America and
1.0% in Asia.
Tablet Trend
Africa
Asia
Europe
North America
Oceania
South America
Apple iPad 2
-0.3%
-0.8%
-1.0%
-1.2%
-1.0%
-1.0%
Apple iPad 3
-0.1%
-0.4%
-0.3%
-0.2%
-0.4%
0.2%
Apple iPad 4
0.0%
-0.2%
-0.3%
0.1%
-0.1%
0.4%
Apple iPad Air
-0.1%
-0.6%
-0.4%
0.1%
0.0%
0.5%
Apple iPad Air 2
0.5%
0.4%
1.3%
1.9%
1.9%
1.4%
Apple iPad Mini
-0.3%
-0.9%
-0.8%
-0.6%
-0.4%
-0.2%
Apple iPad Mini 3
-0.1%
-0.1%
0.0%
0.0%
0.0%
0.2%
0.3%
Apple iPad Mini 4
0.1%
0.5%
0.2%
0.3%
0.5%
Apple iPad Mini Retina
-0.1%
-0.1%
0.0%
0.7%
0.5%
0.3%
Apple iPad Pro
0.2%
0.5%
0.5%
1.1%
0.9%
0.5%
Samsung Galaxy Tab 3
0.1%
0.4%
0.0%
0.1%
-0.1%
-0.6%
Samsung Galaxy Tab 3 Lite
0.3%
0.1%
-0.1%
-0.1%
-0.1%
-1.3%
Samsung Galaxy Tab 3V 3G
0.1%
1.3%
0.0%
0.0%
0.0%
1.0%
Samsung Galaxy Tab 4 10.1
0.1%
-0.7%
0.6%
-0.1%
-0.1%
-0.6%
Samsung Galaxy Tab 4 7.0
-0.4%
0.3%
0.2%
-0.2%
0.0%
0.3%
0.4%
0.2%
0.0%
0.2%
0.0%
0.1%
-0.2%
0.1%
0.8%
0.1%
0.0%
0.2%
Samsung Galaxy Tab E
1.3%
0.2%
0.4%
0.2%
0.0%
-0.2%
Vodafone Smart Tab 3G
-5.0%
0.0%
0.0%
0.0%
0.0%
0.0%
others
3.5%
-0.2%
-1.1%
-2.4%
-1.6%
-1.4%
Samsung Galaxy Tab A
Samsung Galaxy Tab A 9.7
Samsung Galaxy Tab 4 10.1
sees loses in Asia and South
America as but gains in
Europe.
MOVR
Source: ScientiaMobile. Note: figures reflect percentage point change (2016Q4%-2016Q3%)
8
Smartphone OS Family – Global (2016 Q4 v. 2016 Q3)
Smartphone OS Family - Global
100%
•
•
•
The Android operating system gained 2%
while iOS dropped 1%. The Windows Phone
OS dropped slightly by 0.1% and the other
operating systems were even less significant.
Generally, trends are relatively similar with
more gains by Android by any other OS. Some
market share (1%) may have been gained by
previous iOS users while it also grew (1%) in
new users to account for the 2% increase.
The slight growth of Android vs. the slight
decline of iOS is something to keep an eye on
over the course of the year.
0.3%
0.2%
90%
80%
36%
37%
70%
others
60%
Windows Phone OS
50%
iOS
40%
Android
30%
60%
62%
20%
10%
0%
2016Q3
MOVR
2016Q4
Source: ScientiaMobile. Note: figures reflect percentage point change (2016Q4%-2016Q3%)
9
Top Operating Systems - Global
•
•
•
•
Android 6.0 has almost 25% of global
operating systems (24.8%) while iOS 10.0,
Android 5.1, Android 4.4, and iOS 10.1
come in 2nd , 3rd , 4th , and 5th (13.9%,
12.14%, 10.5%, 10.3% respectively).
The rest of the top ten are made up of
Android 5.0, iOS 9.3, iOS 10.2, Android 4.2,
and Windows Phone OS (7.8%, 5.6%, 3,2%,
2,3%, and 1.9% respectively).
iOS 9.1, 0.33%
iOS 9.0, 0.2%
iOS 8.4, 0.4%
iOS 8.3, 0.3%
iOS 8.2, 0.1%
iOS 10.2, 3.2%
Android continues to dominate the market
of operating systems capturing more than
50% of the share.
We continue to see the adoption of newer
iOS being popular among the majority of
the world while any Android OS after 6.0
doesn’t see a quick trend towards
adoption.
iOS 9.3,
5.6%
Android 4.4,
10.5%
iOS 8.0, 0.1%
iOS 8.1, 0.3%
iOS 10.1, 10.3%
Android 5.0,
7.8%
iOS 10.0, 13.9%
Android 5.1,
12.14%
Windows Phone
OS, 1.9%
Android legacy,
0.5%
Android 7.1,
0.1%
Android
7.0, 0.5%
MOVR
Android 4.0,
0.6%
Android 4.1,
1.5%
Android 4.2,
2.3%
iOS legacy, 0.9% others, 0.2%
iOS 9.2, 0.7%
Android 4.3,
1.1%
Android 6.0,
24.8%
Android 6.1,
0.01%
Source: ScientiaMobile.
10
iOS Daily Trends - Global
•
iOS 10.2 began its adoption mid
December, with slight leveling off
around late December. It will be
interesting to see the difference after
the holidays.
100%
90%
80%
70%
•
•
iOS 10.2 continues to gain share and
has reached more than 50% adoption
among iOS users (51.51%).
60%
The steady loss of iOS share in 10.1
(18.61%, previously above 61% in early
December) and 10.0 (11.70%,
previously above 70% in late October)
has shifted to gains for 10.2.
40%
50%
30%
20%
10%
•
MOVR
iOS 9.3 continues to be relatively
steady (previously above 35% share in
early October), but is now slowly
losing share, remaining above 9%
during December.
0%
10/1/2016
11/1/2016
legacy
9
9.1
12/1/2016
9.2
9.3
10
10.1
10.2
Source: ScientiaMobile.
11
Android Daily Smartphone Trends - Global
•
The majority of Android device users
continue to prefer the 6.0 OS and it
has taken share away from 5.1 (0.88%
loss). 6.0 was previously at 38.87%
share in early October, now at 45.61%
share in late December (6.74%
growth).
100%
90%
80%
70%
60%
30%
20%
legacy
MOVR
5
5.1
6
7
12/31/2016
12/24/2016
12/17/2016
12/10/2016
12/3/2016
11/26/2016
11/19/2016
11/12/2016
11/5/2016
0%
10/29/2016
10%
10/22/2016
Android legacy OS also lost some
share overall fro early October to late
December, dropping from 26.01% to
22.37% (3.64% loss).
40%
10/15/2016
•
Android 5.1 loss share from 20.46% in
early October to 19.56% in late
December (0.9% loss).
50%
10/8/2016
•
Android OS 7 and 7.1 continue to face
challenges in adoption, growing 0.07%
and 1.03% overall (respectively).
10/1/2016
•
7.1
Source: ScientiaMobile.
12
MSRP 2016 to 2015
Comparison
Android Smartphone MSRP Trend by Country
• The average price of Android smartphones has dropped over
the last year in several major countries.
• US,Canada, and France all saw price declines of over $40 during
2016.
• Android devices are ~30% less expensive than iOS devices on
average.
• There is significant price pressure from low-price vendors
like Huawei.
• Even market leaders like Samsung are seeing more
purchases of lower-priced models like their J7.
Android Device MSRP
$600
$573
$550
$571
$535
MSRP ($USD)
$510
$519
$517
$504
$500
$493
2015Q4
$443
$450
$430
$438
$430
2016Q4
$400
$350
US
MOVR
DE
CA
GB
FR
IT
Source: ScientiaMobile. Note: figures reflect dollar change (2016Q4$-2016Q3$)
14
iOS Smartphone MSRP Trend by Country
• Apple has kept its pricing higher than Android, averaging over
$800.
• There is limited variation in iPhone pricing, except for the
iPhone 5C, which has limited market share.
• Over 2016, the average price has stayed constant in most
countries.
MSRP ($USD)
iOS Device MSRP
$825
$800
$775
$750
$725
$700
$675
$650
$625
$600
$575
$550
$525
$500
$813
$828
$807 $809
$809 $812
$809
$824 $823
$799
2015Q4
2016Q4
US
MOVR
$831 $829
DE
CA
GB
FR
IT
Source: ScientiaMobile. Note: figures reflect dollar change (2016Q4$-2016Q3$)
15
Secrets of E-Commerce:
Black Friday Edition
2016 to 2015 Comparison
Smartphone Age Impacts of Black Friday
• More people with newer devices are shopping on E-Commerce
sites closer to Black Friday and Cyber Monday.
• The average age drops 1.2% during the Black Friday season.
• This means that E-Commerce sites need to be optimized for
newer devices for Black Friday and Cyber Monday.
• Perhaps more people are buying new devices and using
them around Black Friday and Cyber Monday.
• People with newer devices may be comparison shopping
online while also in stores during Black Friday.
Average Smartphone Age
650
648
1.2% decrease
645
640
640
Age (days)
635
630
625
620
615
610
605
600
Nov 01-Nov 15
Nov 16-Nov 30
MOVR
17
Device Price and Type of Website
• Both before the 15th of November and after there is not a
significant drop off in high-priced devices visiting E-Commerce
sites.
• This is significant as compared to the previous data which
indicates a drop off in age of phones visiting E-Commerce sites
closer to Black Friday because of the general demand of all
users to shop online.
• The device price or “Release_MSRP” data is a constant
indicator of willingness to pay and higher engagement with ECommerce sites.
• E-Commerce sites should target consumers with higher-priced
devices throughout the year.
Price of Smartphone
$600
$585
$583
$580
$USD
$560
$540
> $80 Difference
$520
$503
> $70 Difference
$509
$500
$480
$460
Nov01-Nov15
Non E-Commerce
Nov16-Nov30
E-Commerce
MOVR
18
Smartphone by Size of Screen for E-Commerce Sites
• 3.5 to 4” sized smartphone screens were overall the most
popular screen for both E-Commerce and Non E-Commerce
website viewers.
• Around the holidays, marketers and advertisers should prepare
for more smaller screens to be viewing their site than usual.
• Generally, more people of diverse incomes (smaller screen
sizes) are on their smartphone around Black Friday.
• This is why there was an increase of 3% in 3.5 to 4” screen size
from 11/15 to 11/30.
Smartphone Traffic of E-Commerce Sites :
Before and After Black Friday by Screen Size
Smartphone Traffic of E-Commerce vs.
Non E-Commerce by Screen Size
100%
7%
7%
20%
20%
90%
80%
70%
8%
14%
60%
100%
7%
7%
80%
21%
20%
70%
8%
8%
44%
47%
16%
14%
E-Commerce 11/15
E-Commerce 11/30
90%
60%
50%
50%
40%
47%
39%
30%
40%
30%
20%
20%
10%
11%
10%
Non E-Commerce
0%
14%
0%
E-Commerce
0~3
3~3.5
3.5~4
4~4.5
4.5~5
5~5.5
5.5~6
0~3
3~3.5
3.5~4
4~4.5
4.5~5
5~5.5
5.5~6
MOVR
19
Top Smartphones this Black Friday
• iPhone 6 models are the top four smartphones used this Black
Friday season.
• Samsung Galaxy S5 and S7 came in fifth and sixth, beating
Apple’s iPhone 7 and 7 Plus.
• Apple smartphones were more than 47% of the top 20
smartphones.
• Samsung made up almost 22% of the top 20 smartphones.
• Google and Motorola both had about 1% of the share of the top
20 smartphones.
Top Smartphones by Model
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
MOVR
20
Top Tablets this Black Friday
• iPad Airs performed well, taking the top two positions and the
iPad Air 2 making up more than 10% of the share and the iPad
Air making up more than 8%.
• Again, Apple devices took the top four spots as Samsung
Galaxy came in 5th, 6th., and 7th with their Galaxy Tabs.
• The tablet market was more diversified than the smartphone
market, with Apple coming in with more than 38% of the top 20
tablets as opposed to 47% in the smartphone market..
• Samsung made up more than 18% of the top 20 tablets..
• Amazon led Microsoft with almost 3% of the top 20 tablets and
Microsoft had about 1.5% of the top 20 tablets.
Top Tablets by Model
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
MOVR
21
Android Daily Browsing & App Webviews
• Facebook’s App browser generates 34% of the total Android
traffic. This implies that websites need to be very conscious of
that site delivers a good experience in Facebook.
• Other App Webviews contribute another 4%.
• The remaining traffic is standard browser traffic coming from
the smartphone’s stock browser
Android App Webviews and Browsing
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
10/11/2016
11/11/2016
Facebook App Webview
Nonstock-browser App Webview
12/11/2016
Other- App webview
Stock browser
MOVR
22
iOS Daily Browsing & App Webviews
• Facebook’s App browser generates 48% of the total iOS traffic,
14% more than Android.
• Other App Webviews contribute another 4%.
• The remaining traffic is standard browser traffic coming from
the iPhone’s stock Mobile Safari browser.
iOS App Webviews and Browsing
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
10/11/2016
11/11/2016
Facebook App Webviews
12/11/2016
Other Browser App Webviews
Mobile Safari
MOVR
23
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Make WURFL.js work for you
Add iPhone Models To Google Analytics with WURFL.js Business Edition
With Business Edition, You Get:
•
•
•
Accurate identification of iPhone and iPad
models
Integrate with Google Analytics
Over 20 of WURFL’s most popular capabilities
MOVR
•
•
•
Easy-to-use JavaScript snippet works with
ScientiaMobile’s cloud-based DDR
SLA and high reliability
Helpdesk support
25
About this Report
& Resources
Report Specifications
•
•
Purpose of Report
–
ScientiaMobile publishes MOVR to provide the mobile Web
community with timely information on mobile Web device
usage.
–
Our goal is to stimulate interest in mobile device trends, device
capabilities, and tools for analyzing and managing device
fragmentation.
Included Mobile
Devices =42%
Tablet, 7%
Desktop, 42%
Smartphone,
33%
Sources of Data and Filtering
–
The information in this report is based on a representative
sample of a larger data set. The sample size is over 39.7 billion
requests from April 2014 to end of December 2016.
–
MOVR focuses on mobile devices, consisting of smartphones,
tablets, and feature phones.
–
While the data set includes desktops, laptops, smart TVs, game
consoles, apps, and robots, we have excluded them, unless
otherwise noted.
–
We have used an Equivalent Weighted Sites (EWS)
methodology that indexes the traffic at each site and assigns an
equal weight to each site.
–
Samples sizes for Africa and Oceania are small enough that we
have a low level of confidence that these figures are
representative. However, the source data from these
continents continues to grow. Over time, we will improve the
quality of these figures. In the meantime, we feel that more
information is better than less for people looking for insights in
these continents.
–
MOVR
To download the data files supporting MOVR, or subscribe to
future publications of MOVR, please visit us at
www.scientiamobile.com/movr
Feature Phone,
2%
SmartTV,
0.1%
Robots, 2%
Excluded = 5%
App, 15%
Definitions
•
What is a “hit”? Each time a user visits a Web page and a user
agent (UA) is generated and tested by WURFL (through a
number of mechanisms), a “hit” is recorded in the
ScientiaMobile dataset. All data reported in MOVR reflects
hits, not the count of physical devices generating the hit.
•
What is a smartphone? A smartphone must meet several
criteria: it must be a wireless device, have a touch screen with
horizontal resolution greater than or equal to 320px, and not
be considered a tablet.
•
What is a tablet? Criteria for a tablet include: a wireless device,
larger than 6 inch screen, and running a mobile or tablet OS.
One exception is that a full version of Windows running on a
tablet is considered to be a laptop.
27
Definitions (continued)
•
What is a feature phone? It is a wireless device that falls into one
of the three categories: classic feature phones, modern feature
phones, and old smartphones.
–
Classic feature phone: Typically a bar, slide, or clamshell
form factor with limited possibilities to install apps and a
proprietary OS. Other criteria include a physical keyboard
and a low price range. Examples are Nokia Series 30 and 40
or Motorola Razr devices.
–
Modern feature phone: These phones also have a low price
range. They are “smartphone-like”, but targeted at the
classic feature phone market. They may have a smartphone
OS. They borrow features from classic feature phones, such
as size or screen size. Examples are Nokia Asha series or
Samsung Galaxy Pocket.
–
•
Old smartphones: These smartphones are older. Classic
Blackberry devices and Symbian-based devices fall into this
category. More recent devices with a touch screen, but with
older hardware or older versions of Android, iOS or Windows
Phone also fall into this category.
What is MNO Traffic? Traffic originating from Mobile Network
Operators (MNO). It is defined, in our research method, as the
connection type provided by the browser navigator.connection
API.
MOVR
About WURFL
•
ScientiaMobile uses its WURFL products to collect and analyze
the device intelligence contained in the MOVR report. WURFL is
a Device Description Repository (DDR) that integrates an API
and XML to provide an always-updated source for detecting
devices and their capabilities. For more than 10 years, WURFL
has been the industry standard for device detection. Today,
ScientiaMobile offers a number of WURFL products to match a
range of needs, from small developers to large enterprises.
•
WURFL OnSite and WURFL InFuze provide businesses with high
performance server-side device detection solutions.
•
WURFL.js and WURFL.js Business Edition provide front-end
developers with access to device detection through JavaScript
snippets.
•
WURFL InSight provides business intelligence analysts with a
table-based device detection tool that will integrate easily with
data analysis tools.
•
ImageEngine combines mobile device detection with image
resizing, image file optimization, and Content Delivery Network
(CDN)-type delivery. It provides significantly faster downloads,
especially on mobile devices.
28
Visit the MOVR Visualization Tool
•
•
•
•
•
•
We have shortened this quarterly report because you can now
get up-to-date reports directly from our MOVR Visualization
Tool at http://www.scientiamobile.com/page/movr-visualization
Sign up for an account for full access to MOVR Visualization
Tool.
Run interactive reports on up-to-date MOVR information.
Export high-quality PNG images. Export data as CSV.
Share URL of reports you have generated.
Still subscribe to MOVR quarterly reports for special reports.
Click Here For Our
MOVR Visualization Tool
MOVR
29
About ScientiaMobile
•
•
•
•
•
•
ScientiaMobile provides the industry’s most accurate and flexible device
detection solution, helping customers deliver great web experiences
and manage the increasingly fragmented mobile device ecosystem.
ScientiaMobile sells WURFL, a constantly-updated repository that
catalogues thousands of devices and their capabilities and provides
access to them via range of API languages. The WURFL framework
enables many organizations, including Fortune 500 companies, to
effectively design and analyze web experiences for an ever-growing
range of smartphones, tablets, smart TVs, and game consoles.
For more information about ScientiaMobile and its commercial
products, please visit us at: www.scientiamobile.com
WURFL.io offers a number of free tools for device detection and image
tailoring.
To subscribe to MOVR, please visit us at
www.scientiamobile.com/page/movr-mobile-overview-report
To speak to us about our products and licenses, please complete this
form at www.scientiamobile.com/license
MOVR is the Copyright of ScientiaMobile, Inc. and is made available
under the terms of the Creative Commons Attribution-NonCommercialNoDerivatives 4.0 International License.
MOVR
Disclaimer
• While ScientiaMobile, Inc. has used reasonable efforts
accurately to prepare this report and the other data and
information here (together the "Report") from data it and its
affiliates have collected, this Report is made available to the
public on an "AS IS" basis without warranty of any kind.
SCIENTIAMOBILE, INC. AND ITS AFFILIATES MAKE NO
REPRESENTATION AND DISCLAIM ALL EXPRESS, IMPLIED
AND STATUTORY WARRANTIES OF ANY KIND TO ANY
RECIPIENT OF THIS REPORT OR ANY OTHER THIRD PARTY,
INCLUDING ANY WARRANTIES OF ACCURACY, TIMELINESS,
COMPLETENESS, MERCHANTABILITY AND FITNESS FOR A
PARTICULAR PURPOSE. The Report is limited to data collected
from certain services offered by ScientiaMobile, Inc. and its
affiliates – a self-selected sample pool that may not reflect the
greater internet user community – and consequently no
conclusion should be drawn from this Report regarding the
internet user base as a whole. The entire risk as to the quality (or
lack thereof), completeness and your use of this Report is with
you, the user of the Report. In no event will ScientiaMobile, Inc.
or its affiliates be liable for any direct, indirect, incidental,
special, consequential, or other damages, including loss of
profit, arising out of the use of this Report, even if advised of the
possibility of such damages.
• Any excerpts to, or use of this Report to reach new conclusions
and/or analysis, should indicate ScientiaMobile, Inc. as its
source, but derived conclusions and analyses generated from
these Reports should be clearly attributed solely to their author.
30