The Citrix Mobile Analytics Report has provided insight into mobile data subscriber usage patterns and the impact of this behaviour on operators’ networks.
The report included a section entitled ‘Instagram vs. Vine: Which drives more network traffic?’ Vine, a social video sharing platform launched by Twitter in January 2013, has been compared to Instagram as it provided 15 second video in response to Vine’s 9 second videos.
The latest Mobile Analytics Report examines Instagram video and Vine traffic, revealing that the average Instagram video is 1.8 times larger than the average Vine video. When it comes to overall mobile data volume, for the moment Instagram video has the lead, generating six times more mobile traffic than Vine.
It also revealed that three apps generate the majority of Android traffic. When it comes to the top mobile apps on Android, three apps, Media Player, Mobile Browser and Google Play, generate 83% of mobile data volume on Android devices with Media Player accounting for more than half.
This is comparable to the 82% of data volume associated with the top four apps on iOS devices – Media Player, Safari, App Store, and Facebook – as reported in the second-quarter 2013 Mobile Analytics Report. With 1% of data traffic and 3% of transactions, Facebook generates substantially less traffic on Android devices than on iOS devices. Similarly, eBay did not cross the one percent transaction threshold on Android devices, as it did on iOS devices.
Over the past two years, the Mobile Analytics Reports have analysed over 150 mobile ad networks worldwide. With the proliferation of smartphones and tablets, mobile advertising has seen significant growth and today accounts for 1.6% of iOS data traffic and 2.2% of Android mobile data traffic, an increase from one and two percent, respectively, as reported in Q1 2012.
"The Mobile Analytics Report offers an up-to-date look into current subscriber and content ecosystem trends and, consequently, serves as a preview of the changes operators around the world will begin to see on their own networks," said Mark Davis, senior director of product marketing, Service Provider Platforms, Citrix.
"We’ve been tracking many of these trends since their inception including, for example, changes in leading mobile video formats. Since 2010, we’ve seen a shift from FLV, a laptop-centric format, to MP4 and DASH, which are smartphone-centric formats. Operators can leverage this type of information to better ensure a great user experience. At a macro level, the report findings reflect not just the worldwide proliferation of smartphones but the pervasive nature of mobile video in everyday life and commerce."
