Advanced Television

RESEARCH: Video nearly 70% of mobile traffic

February 24, 2012

Findings in a report from video optimisation specialist Bytemobile reveal that the average volume of video traffic on mobile networks has risen by 10 percentage points since this time last year – up to 50 per cent from 40 per cent. In certain networks, video traffic is up to 69 per cent of total traffic. Also, while the average subscriber uses YouTube and Facebook for roughly the same amount of time – about nine minutes per session – YouTube generates 350 times more traffic.

According to Bytemobile’s Mobile Analytics Report, an iPad user generates three times the data traffic that an iPhone subscriber does. It also notes that mobile social networking is taking off, as smartphone users spend an average of 4.57 minutes per session on Twitter, 8.51 minutes per session on YouTube and 9.06 minutes per session on Facebook.

The report also shows that a majority of traffic generated by iOS devices – 83 per cent – comes from just three native Apple apps – Media Player, Safari and App Store/iTunes, at 47 per cent, 21 per cent and 15 per cent, respectively. The single most used app is Safari, which accounts for over 60 per cent of transactions between the device and the network.

Android devices generate more advertising transactions and corresponding data volume on mobile networks than iOS devices. In addition, Google is far and away the most dominant source of mobile data traffic produced by advertisements, with an average of 75 per cent of the total ad-generated data.

“Our latest Mobile Analytics Report substantiates anecdotal evidence that demand for mobile content continues to grow. As devices continue to get smarter – with faster processors, more memory and bigger, sharper screens – content consumption, particularly video, continues to grow aggressively,” said Chris Koopmans, chief operating officer, Bytemobile. “The report also demonstrates very clearly that carriers use optimisation techniques to keep up with exploding traffic demand, while continuing to deliver a superior user experience.”

Categories: Articles, Consumer Behaviour, Mobile, Mobile TV, Research, Video