THE MOBILE WEB INTELLIGENCE REPORT Q4 2016

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1 THE MOBILE WEB INTELLIGENCE REPORT Q DEVICE FRAGMENTATION, SAMSUNG AFTER THE NOTE 7 CRISIS, IOS VS ANDROID, SCREEN SIZES, LTE, MOST USED ANDROID PHONES

2 INTRODUCTION We are delighted to deliver the latest Mobile Web Intelligence Report covering mobile device usage statistics in Q and the whole of Read the report to better understand mobile web audiences in different corners of the globe. In this report you can learn about the popularity of various device characteristics based on mobile web traffic collected from hundreds of thousands of partner websites using DeviceAtlas for web optimization and redirection. In the Q edition we took a closer look at the share of non-human traffic detected by DeviceAtlas. We put together a fascinating list of the most active s in this period including their User-Agent strings. Another field we were excited to look into was whether or not Samsung s share was affected by the Note 7 s disaster which regularly made the news in the second half of We also focused on the most used screen sizes, screen resolutions, operating systems, phone models, and the share of LTE-capable devices. QUICK FACTS: Fragmentation is still an issue over 2,000 unique device models actively used in the The share of non-human traffic (s, crawlers, etc.) was around 17% in Q The most active s were from Google, Bing, and Yandex with over 75% of all traffic Samsung is growing despite the issues with Note 7 catching fire Android dominates in 42 countries, Apple in 14 countries 5-inch and larger is the quickest growing screen size category iphone 2G/3G/3GS is still in use in some countries The share of LTE phones varies between 7-95% depending on the market Notes on methodology All statistics in this report are based on device usage data pulled from DeviceAtlas, a device detection solution. DeviceAtlas works by parsing User-Agent strings which are looked up in the device description repository that includes over 34,000 unique entries. Each entry describes a web-capable device with 164 device properties (characteristics) such as device type, make, model, OS, browser, diagonal screen size, physical screen resolution, etc. The report offers just a glimpse into what s possible with DeviceAtlas. See the mobile analytics demo to get a better idea.

3 DEVICE FRAGMENTATION While the world of smartphones is dominated by iphones and the Galaxy S family, the number of phone models, phone makers, screen sizes, and screen resolutions out there is immense. To give you an idea of this device fragmentation, we analyzed web traffic to learn the overall number of different types of mobile devices actively used for web browsing in selected countries in Q For example, in Q4 2016, in the alone, there were 243 unique mobile device manufacturers whose devices were used for web browsing. The number of unique phone models used for web browsing was 2,021. This underlines how important it is for companies to have some method of reliably identifying and handling traffic from a diverse device landscape. Device fragmentation in Q in selected local markets Country Device characteristics Device types in use Q Device manufacturers 243 Phone models 2,021 Screen sizes 79 Operating systems 24 Device manufacturers 154 Phone models 1,185 Diagonal screen sizes 92 Operating systems 14 Device manufacturers 68 Phone models 540 Diagonal screen sizes 64 Operating systems 8 Device manufacturers 115 Phone models 818 Diagonal screen sizes 79 Operating systems 12 India Device manufacturers 167 India Phone models 1,630 India Diagonal screen sizes 113 India Operating systems 18

4 BOTS AND CRAWLERS In the Q report we analyzed mobile web traffic to learn about the share of non-human visitors. We reported that s and crawlers generated a staggering share of nearly 5 which was largely generated by the most active, the MJ12 run by the Majestic-12 Distributed Search Engine. In the Q edition the result is different due to an update to the MJ12 s behaviour since the last research. The MJ12 is still tracked by DeviceAtlas, but is not visible in this quarter s stats as the is now generating negligible page visits. It clearly shows that activity needs to be monitored at all times. DeviceAtlas includes the isbot property and a database of over 3,000+ s and crawlers which allows you to report on non-human traffic and make crucial decisions on how to address misbehaving s. The share of web traffic in Q by the visitor type Human (browsers) Non-human Human (apps) Junk s 18.73% Mobile s 81.27%

5 The most active s were from search engines, such as Google, Bing, Yandex, and Yahoo. We also noticed a number of other s from various online services, including SEMrush, SiteLockSpider, Jobboerse, or Xovi. The following list includes top 20 most active s with their User-Agent strings and the share of web traffic they generated in Q Share Name Type Type User-Agent string 43.44% Google Search engine 13.93% Bing Search engine 9.5 Google Search engine 4.32% Bing Search engine 3.28% Bing Search engine 2.83% Yandex Bot Search engine 2.67% SemrushBot Market research 1.6 Instant Mobilizer Mobile web design tool Mobile Mobile Mobile Mozilla/5.0 (compatible; Google/2.1; + Mozilla/5.0 (compatible; bing/2.0; + Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/ (KHTML, like Gecko) Chrome/ Mobile Safari/ (compatible; Google/2.1; + Mozilla/5.0 (iphone; CPU iphone OS 7_0 like Mac OS X) AppleWebKit/ (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/ BingPreview/1.0b Mozilla/5.0 (iphone; CPU iphone OS 7_0 like Mac OS X) AppleWebKit/ (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/ (compatible; bing/2.0; + bing.com/bing.htm) Mozilla/5.0 (compatible; YandexBot/3.0; + Mozilla/5.0 (compatible; SemrushBot/1.1~bl; + semrush.com/.html) Mozilla/5.0 (X11; Ubuntu; Linux x86_64) AppleWebKit/ (KHTML, like Gecko) Chrome/ Safari/537.36; Instant Mobilizer/ ; 1.52% Yahoo! Slurp Search engine Mozilla/5.0 (compatible; Yahoo! Slurp; slurp)

6 0.83% Curl Various purposes 0.75% SiteLockSpider 0.74% AdsBot Google Mobile Security Advertising 0.59% Google Search engine 0.49% ScoutJet Search engine Mobile 0.49% Jobboerse Job search 0.46% Ips Agent Market research 0.45% OkHttp Various purposes 0.45% Apple Hardware maker 0.43% XoviBot Market research 0.4 Panscient Search engine curl/ SiteLockSpider [en] (WinNT; I ;Nav) Mozilla/5.0 (iphone; CPU iphone OS 9_1 like Mac OS X) AppleWebKit/ (KHTML, like Gecko) Version/9.0 Mobile/13B143 Safari/601.1 (compatible; AdsBot-Google-Mobile; + google.com/mobile/ads.html) Google-Image/1.0 Mozilla/5.0 (compatible; ScoutJet; + Mozilla/5.0 (X11; U; Linux Core i7-4980hq; de; rv:32.0; compatible; JobboerseBot; Gecko/ Firefox/38.0 Mozilla/5.0 (X11; Ubuntu; Linux i686; rv:14.0; ips-agent) Gecko/ Firefox/ okhttp/2.5.0 Mozilla/5.0 (Macintosh; Intel Mac OS X 10_10_1) AppleWebKit/ (KHTML, like Gecko) Version/8.0.2 Safari/ (Apple/0.1; + go/apple) Mozilla/5.0 (compatible; XoviBot/2.0; + panscient.com

7 SMARTPHONE MANUFACTURERS The Samsung Note 7 s defective battery made the news during the second part of 2016 which eventually led to discontinuation of the device in October It seems that Samsung sales in that period were not affected by this failure, given that the company posted a record operating profit in Q These promising results were possible due to solid sales of flagship products such as Galaxy S7/ S7 edge and improved profitability of mid-to-low end models, the Korean company said. IDC s shipment statistics weren t as optimistic as the company s own figures. Samsung s market share in Q was at 18.1% which means that it dropped by 2.3% in comparison to Q and fell below for the first time in four years. Consequently, Apple, with 18.3% market share, got ahead of Samsung in the IDC s sales chart covering the last quarter of To compare the sales figures with the share of web traffic, we took a closer look at Samsung s results in Q based on the DeviceAtlas data to learn whether or not the Korean manufacturer was affected by the Note 7 issues. Our findings show that Samsung s share of web traffic grew significantly during Q4 2016, including major markets, such as (+1.7%), (+2%), (+2.3%), and Italy (+2.7%). During the same period, Apple s share of web traffic dropped in many markets including the. Countries where iphones were used less often to access websites included (-2.2%), (-3.6%), (-3.9%), and Italy (-5%). At the same time, Apple gained some share in other markets, including (+1.7%), South Africa (+2%), and (+2.2%). Samsung s share of web traffic between Q1 and Q (pt. 1) Argentina Colombia Egypt India Italy Q Q Q Q4 2016

8 Samsung s share of web traffic between Q1 and Q (pt. 2) Malaysia Poland Russia South Africa Sweden UK Q Q Q Q Apple s share of web traffic between Q1 and Q (pt. 1) Argentina Colombia Egypt India Italy Q Q Q Q Apple s share of web traffic between Q1 and Q (pt. 2) Malaysia Poland Russia South Africa Sweden UK Q Q Q Q4 2016

9 Other mobile phone makers There is a huge gap between the leading two and every other manufacturer in terms of web traffic, with only a few exceptions in local markets. For the following table we chose Huawei, Motorola and HTC to show how their share of web traffic changed between Q3 and Q It is apparent that the Chinese manufacturer grew significantly during this period, while h Motorola and HTC dropped in many local markets. The changes in web traffic share between Q and Q Country Huawei Motorola HTC Argentina < Colombia Egypt India Italy Malaysia Poland Russia South Africa Sweden UK <

10 LARGE SCREEN SIZES GROWING RAPIDLY Knowing the most used smartphone screen sizes in your target market can help you decide on how to address your mobile visitors. We put together a detailed breakdown of the most used diagonal screen sizes across selected local markets that you should pay attention to in While 5-inch and larger phones are the fastest growing categories, 4-inch devices still make up a large part of the market which is mostly driven by Apple s devices. In the Android world, what was considered high-end in 2012 would be mid-range in 2017 in terms of screen sizes, given that very few high-quality devices are now smaller than 5 inches. The following charts show how the share of web traffic has changed for selected screen sizes based on website hits during Q The trend is clear: phones with screens over 5 inches were growing fast in 2016 across all markets we selected for this comparison. While the share of 4-inch phones remains large, it noticeably dropped in With more upcoming large-screen flagship devices, this trend will definitely continue in the near future. The share of web traffic generated by 4-inch phones in Q (pt. 1) 3 25% 15% 1 5% Argentina Colombia Egypt India Italy Q Q Q Q4 2016

11 3 The share of web traffic generated by 4-inch phones in Q (pt. 2) 25% 15% 1 5% Malaysia Poland Russia South Africa Sweden UK Q Q Q Q The share of web traffic generated by 5 and 5.1-inch phones in Q (pt. 1) Argentina Colombia Egypt India Italy Q Q Q Q The share of web traffic generated by 5 and 5.1-inch phones in Q (pt. 2) Malaysia Poland Russia South Africa Sweden UK Q Q Q Q4 2016

12 SMARTPHONE SCREEN RESOLUTIONS In the Q edition we reported that 720x1280 was arguably the world s most popular smartphone screen resolution. We also noticed that 1080x1920 and 1440x2560 were the fastest growing and may soon overtake the leader due to the continuing trend of adding more pixels to the latest releases, even low-end phones. In the Q report we looked again into the most popular screen resolutions and learned that 720x1280 continues to have a very strong presence in Argentina,, Colombia, Egypt, India, Italy,, Poland, Russia, and. The second most used screen resolution was the 750x1334 used in iphone 6/6S/7 which is winning in many developed markets, such as,,,, Sweden, UK, and the. The most used screen resolutions in Q (pt. 1) 4 35% 3 25% 15% 1 5% Argentina Colombia Egypt India Italy 720x x x x2560 The most used screen resolutions in Q (pt. 2) 4 35% 3 25% 15% 1 5% Malaysia Poland Russia South Africa Sweden UK 720x x x x2560

13 ANDROID VS IOS MARKET SHARE According to the latest IDC statistics covering Q1, Q2 and Q3 2016, Android was the leading smartphone operating system. The difference in IDC s sales figures between Android and ios was massive, between 68% and 75% depending on the quarter. DeviceAtlas statistics, based on real life web traffic, show a slightly different picture given that iphones are used for web browsing more often than Android devices. According to our data, there are 42 countries where Android is the leading operating system getting the largest number of website hits. ios leads in 14 countries from the group we selected for this comparison. Below you can see that in 2016 the share of Android s web traffic slightly increased, while for ios it dropped. 10 Android s web traffic share between Q and Q UK Q Q Q Q ios web traffic share between Q and Q UK Q Q Q Q4 2016

14 Croatia Pakistan India Argentina Ecuador Jamaica Venezuela Morocco Colombia Panama Mexico Poland Dominican Republic Peru Romania Philippines Egypt Greece Italy Chile Israel Malaysia South Africa Portugal Turkey Barbados Ukraine Puerto Rico Austria Russia Netherlands South Korea Saudi Arabia Belgium United Arab Emirates Indonesia Thailand New Zealand Singapore Vietnam Norway Ireland Sweden Hong Kong United Kingdom Switzerland Denmark 25% 5 75% 10 Android ios

15 LTE-CAPABLE SMARTPHONES LTE is the industry standard for mobile connectivity especially in many urbanized areas where customers get data speeds of up to 40mbps. But how prevalent are the devices that are capable of using it across the globe? It is now very rare to release a new phone which doesn t support LTE even in the lowest price category. Some of the most recent examples of LTE phones priced at around $100 include Huawei Y3II, alcatel Pixi 4, Lenovo B, LG K3, and Samsung Galaxy J1. Analyzing the Q statistics we learned that LTE is becoming a standard feature even in emerging markets, although there are huge differences between the share of web traffic that LTE-capable phones generate. In the, and it is over 95%, while for, Colombia, and it is less than 7. Of course, these figures only show that the devices were capable of handling the LTE protocol but not necessarily using it when accessing websites powered by DeviceAtlas. LTE usage depends on many factors, such as coverage, data plan, and the settings on the user s phone. The share of web traffic generated by LTE-capable phones in Q UK Sweden Malaysia Poland Italy South Africa Russia Argentina India Egypt Colombia

16 IPHONE WEB TRAFFIC BY THE SCREEN SIZE In terms of flagship devices, Apple is now the only smartphone maker offering a premium 4-inch phone in the form of the iphone SE. In this section we compared the popularity of 4-inch, 4.7-inch and 5.5-inch iphones in selected local markets based on website visits in Q We learned that in many countries, the 4-inch iphone is as popular as its 4.7-inch sibling, while the 5.5-inch Plus version is the least popular of all Apple phones. Of course, pricing may be a more important factor than user preferences, given that the largest model is up to twice as expensive as the cheapest, 4-inch model. 35% 3 25% 15% 1 5% The share of web traffic for 4-inch, 4.7-inch and 5.5-inch iphone models in Q (pt. 1) Argentina Colombia Egypt India Italy 4-inch (iphone 5/5S/5C/SE) 4.7-inch (iphone 6/6S/7) 5.5-inch (iphone 6 Plus/7 Plus) The share of web traffic for 4-inch, 4.7-inch and 5.5-inch iphone models in Q (pt. 2) 4 35% 3 25% 15% 1 5% Malaysia Poland Russia South Africa Sweden UK 4-inch (iphone 5/5S/5C/SE) 4.7-inch (iphone 6/6S/7) 5.5-inch (iphone 6 Plus/7 Plus)

17 THE ORIGINAL IPHONE STILL IN USE It goes without saying that iphones have a very long lifespan and that their resell value is relatively high which makes them a better investment than most Android phones. In the Q report we looked into the popularity of some of the older iphone generations as well as the ipod Touch to see how long their lifespan actually is and how much website traffic these old phones still generate. We learned that iphone 4/4S is most used in Russia with over 3.5% share. It s also still used in (2.7%), (2.5%), (1.8%), and (1.8%). Interestingly, the original iphone and its 3G/3GS successor still generate some share of web traffic 8-10 years after their release. It s nearly 1% in Sweden and around 0.5% in,,,, and Italy. The share of web traffic for older iphones and ipod Touch in Q (pt. 1) % % % 0. Argentina Colombia Egypt India Italy iphone 2G/3G/3GS iphone 4/4S ipod Touch The share of web traffic for older iphones and ipod Touch in Q (pt. 2) % % % % 0. Malaysia Poland Russia South Africa Sweden UK iphone 2G/3G/3GS iphone 4/4S ipod Touch

18 MOST POPULAR ANDROID PHONE MODELS The world of Android devices is highly fragmented which is especially striking if you analyze the most popular Android phone models in selected local markets. We noticed that even widely recognized Android smartphones rarely get over 5% web traffic share. According to DeviceAtlas web browsing statistics, the most popular Android phones in Q were the premium Samsung Galaxy S5, S6 and S7 which were ranked among the top 5 phones in most countries. It s noticeable that these premium, high-end devices get a much higher web traffic share in developed countries, than elsewhere. In emerging markets budget-friendly options are typically more popular, including Samsung Galaxy J5, J7, J1, A5, and A3, Motorola Moto G (1st, 2nd, and 3rd), and Huawei P8 Lite. AFRICA Egypt 1 Samsung Galaxy Note 3 3.8% 2 Samsung Galaxy Grand Neo 3% 3 Samsung Galaxy Grand Prime Value Edition 2.4% 4 Samsung Galaxy J7 2.3% 5 Samsung Galaxy Note 2 2.2% Morocco 1 Samsung Galaxy J1 4.7% 2 Samsung Galaxy Grand Neo 3.7% 3 Samsung Galaxy Trend Plus 3.6% 4 Samsung Galaxy J5 3.5% 5 Samsung Galaxy S4 3.4% South Africa 1 Samsung Galaxy S6/S6 Edge 4.7% 2 Samsung Galaxy J7 3.3% 3 Infinix Hot Note 2.5% 4 Samsung Galaxy S5 2.5% 5 Samsung Galaxy A5 2% 1 Samsung Galaxy S6/S6 Edge 9% 2 Samsung Galaxy S7/S7 Edge 5.2% 3 Samsung Galaxy S5 3.8% 4 Samsung Galaxy J5 3.4% 5 Samsung Galaxy S4 2.3%

19 ASIA India 1 Samsung Galaxy J2 4% 2 Samsung Galaxy J7 Duo 3.3% 3 Xiaomi Redmi Note 3 2.9% 4 Samsung Galaxy J5 2% 5 Motorola Moto G (3rd Gen) 1.4% Indonesia 1 Samsung Galaxy J5 2% 2 Samsung Galaxy Ace NXT 1.5% 3 Samsung Galaxy Grand Prime Value Edition 1.2% 4 Xiaomi Redmi Note 3 1.2% 5 Samsung Galaxy A5 1.1% Malaysia 1 Samsung Galaxy S5 1.4% 2 Samsung Galaxy S7 1.3% 3 Samsung Galaxy S6/S6 Edge 1.3% 4 Sony Xperia Z5 1.2% 5 Sony Xperia Z3 Compact 1.2% 1 Samsung Galaxy Note 5 4.5% 2 Samsung Galaxy Note 3 3.8% 3 Samsung Galaxy S7/S7 Edge 2.8% 4 Samsung Galaxy Note 4 2.3% 5 Samsung Galaxy S6/S6 Edge 2.2% EUROPE 1 Samsung Galaxy S6/S6 Edge 6.7% 2 Samsung Galaxy S7/S7 Edge 3.6% 3 Samsung Galaxy A5 2.7% 4 Samsung Galaxy Grand Prime Value Edition 2.6% 5 Samsung Galaxy A3 2.6% 1 Samsung Galaxy S6/S6 Edge 8.8% 2 Samsung Galaxy S5 6.5% 3 Samsung Galaxy S7/S7 Edge 5.9% 4 Samsung Galaxy S5 mini 3.3% 5 Samsung Galaxy A5 2.5%

20 Poland Russia 1 Samsung Galaxy J5 5.3% 2 Huawei P8 Lite 4.2% 3 Samsung Galaxy S6/S6 Edge 3.1% 4 Samsung Galaxy A5 3.1% 5 Samsung Galaxy Grand Prime Value Edition 3% 1 Samsung Galaxy A3 2.4% 2 Samsung Galaxy A5 2.4% 3 Samsung Galaxy S6/S6 Edge 1.8% 4 Samsung Galaxy Grand Prime Value Edition 1.2% 5 Samsung Galaxy S4 1.2% UK 1 Samsung Galaxy S6/S6 Edge 4.5% 2 Huawei P8 Lite 3.6% 3 Samsung Galaxy J5 3.5% 4 Samsung Galaxy S4 2.5% 5 Samsung Galaxy S5 2.4% 1 Samsung Galaxy S6/S6 Edge 9% 2 Samsung Galaxy S7/S7 Edge 5.9% 3 Samsung Galaxy S5 3.6% 4 Samsung Galaxy A3 1.9% 5 Samsung Galaxy J5 1.6% OCEANIA New Zealand 1 Samsung Galaxy S7/S7 Edge 7.6% 2 Samsung Galaxy S5 6.9% 3 Samsung Galaxy S6/S6 Edge 6.6% 4 Samsung Galaxy S4 2% 5 Samsung Galaxy Note 4 1.2% 1 Samsung Galaxy S7/S7 Edge 6.7% 2 Samsung Galaxy S6/S6 Edge 6.3% 3 Samsung Galaxy S5 6% 4 Samsung Galaxy J5 2.4% 5 Samsung Galaxy S4 1.8%

21 NORTH AMERICA 1 Samsung Galaxy S6/S6 Edge 6.7% 2 Samsung Galaxy S5 4.4% 3 Samsung Galaxy S7/S7 Edge 4.2% 4 Samsung Galaxy S4 3.2% 5 Samsung Galaxy S5 Neo 2.73 ios 1 Samsung Galaxy S7/S7 Edge 6.4% 2 Samsung Galaxy S6/S6 Edge 5% 3 Samsung Galaxy S5 4.2% 4 LG K7 1% 5 Samsung Galaxy On5 0.9% Mexico 1 Samsung Galaxy Grand Prime Value Edition 4.9% 2 Samsung Galaxy J7 2.7% 3 Samsung Galaxy Grand Prime 2.5% 4 Motorola Moto G 2.3% 5 LG G3 Stylus 1.7% Panama 1 Samsung Galaxy J7 9.9% 2 Samsung Galaxy J5 6.7% 3 Samsung Galaxy Grand Neo 5.7% 4 Samsung Galaxy J1 Ace 4% 5 Samsung Galaxy S6/S6 Edge 3.7% SOUTH AMERICA Argentina 1 Samsung Galaxy J7 5.1% 2 Motorola Moto G 3.6% 3 Samsung Galaxy Grand Prime Value Edition 3.2% 4 Samsung Galaxy J1 Ace 3% 5 Motorola Moto E2 2.8% 1 Motorola Moto G 2nd Gen 8.4% 2 Motorola Moto G 5.7% 3 Samsung Galaxy J5 5.7% 4 Motorola Moto G (3rd Gen) 5.7% 5 Samsung Galaxy Grand Prime 5%

22 WHY NOT SHARE THE REPORT WITH YOUR AUDIENCE Thank you for your interest in the Mobile Web Intelligence Report. We d be delighted for you to share our study with your audience (please attribute the report to DeviceAtlas). Feel free to contact us should you have any comments or requests related to the DeviceAtlas mobile web reports by writing to info@deviceatlas.com. START DETECTING ALL DEVICES ACCESSING YOUR WEB CONTENT DeviceAtlas is a high-speed, high-performance, low-server footprint device detection solution used by some of the largest companies in the online space. The most common use cases include: Optimizing UX and conversion rates for all connected devices Improving web performance Targeting ads Analyzing web traffic DeviceAtlas allows you to target any of the 160+ device properties to build fine-grained content optimization and detailed reports on web traffic. Get started with a free trial to test DeviceAtlas in your environment. GET STARTED