Netbiscuits sees 23% increase in unique mobile devices, Q3 Web Trends Report

Marketers must address multi-channel device world to satisfy demanding consumers
LONDON - Nov. 25, 2014 - PRLog -- London, UK: 25th November, 2014 – The diverse range of devices being used by consumers to access the web, globally, is creating both risk and opportunity for mobile marketers, according to the Netbiscuits Web Trends report for Q3 2014. Based on data from Netbiscuits Mobile Analytics, with an average sample of almost one billion page impressions per month, the Report captured more than 5,000 unique devices, up 23% on the previous quarter. And in a clear sign of further mobile fragmentation, the top five mobile devices being used represented 39% of all traffic, falling from 46% in Q2, with an influx of new vendors to the list.

Emerging and established vendors are looking for opportunities to gain market share and are increasingly developing specialist devices that fit particular cultural nuances. For example, a brand new Russian company will enter the fray with its smartphone aimed at Muslims in Russia. BQ-Mobile claims the device makes smartphones more accessible to a wider audience with its integrated religious-based features and functionalities. Similarly, this quarter we were introduced to the Grandroid phone for the silver surfer: the Amplicomms Power Tel M9000, with large icons and text, simplified menus, an SOS button for help and extra loud volume ringer.

Netbiscuits also reports that Android continues to wage war on iOS in the run up to Christmas, accounting for 38% of total global tablet traffic, up 6% on the previous quarter. Tablet sales for Android are being driven by high volume, low cost devices. Netbiscuits anticipates significant growth for Android over the Christmas period, and predicts that Android will overtake iOS as the leading operating system in the base of tablets by end of March 2015, when it will reach 51% of the base of devices.

The report provides valuable insights to marketers on the huge variation of devices being used by consumers on the web across multiple channels, such as tablet, smartphone, feature phone and the desktop web. Additional findings, include:

·         The Apple iPhone 5S was the world’s most used device, with 13% of all traffic.

·         Phablets, smartphones with screens over 5 and up to 7 inches, have doubled their overall share within smartphone traffic in the last six months.

·         The phablet category represented 7% of all traffic at the end of April 2014, rising to 14% by the end of October, and Netbiscuits predicts this category will account for a quarter of all web traffic by April next year.

Daniel Weisbeck, CEO, Netbiscuits, said:  “The rise of more varied devices presents both a problem and an opportunity for marketers. It means that more care is needed to identify bounce and conversion differences by device type, as experiences vary tremendously. The days of focusing on simply the top five devices accessing your website are gone. Given that we are living in a multi-channel world, where consumers are using traditional web as well as a seemingly endless array of mobile devices, marketers have to go back to basics and get a very clear picture of how their customers behave based on both device and contextual factors. It isn’t enough to know your visitor is using Android or iOS, marketers need better information to guide this process, and Mobile Analytics are the way forward.”

At a glance: Key numbers from the Netbiscuits Web Trends Report

·         The iPhone 6 reached 6% share of Apple smartphone traffic by the end of October.

·         Apple’s iPhone 6 Plus comes at just the right time to capitalize on the trend. The success of the larger device has taken many vendors by surprise.[2] (http://#_ftn1) It reached 2% of all iPhone traffic by the end of October.

·         The uptake of phablets has been greatest in markets where the device is being used as a primary access point for the internet. This is especially true in Asia, as revealed by a recent Google survey and is reflected in Netbiscuits traffic.[3] (http://#_ftn2)

·         Largest phablet traffic shares are found in South Korea (49%), China (25%), India (23%), Indonesia (22%), Saudi Arabia (22%) and the United Arab Emirates (21%).

·         In terms of tablet traffic, Android is already over 50% of total tablet traffic in 89 of 219 countries and territories tracked, including many in emerging Asia (such as Thailand and Malaysia) and Latin America. Its share of tablet traffic was biggest in emerging Asia and in Central and South America, at 59% and 49% respectively. In the United States, Android accounts for 39%.


Press Contact:

Stephen Dunne

About Netbiscuits

Netbiscuits is a global leader in mobile analytics and device detection.

Netbiscuits delivers compelling analytics and device detection products to help companies achieve increased reach and performance, while improving conversion and customer engagement. Our cloud software records over one billion unique page impressions a month, serving global brands such as eBay, Coca Cola, MTV, BMW and T-Online. The award-winning Netbiscuits Device Library has been catalogued through manual testing since the year 2000, and contains detailed device feature capabilities, including over 8,038 device, more than 200 operating system and 496 web browser profiles, to create exceptional mobile experiences for every connected device.

For more information, please visit:

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[2] (http://#_ftnref1)

[3] (http://#_ftnref2)
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