Mid-East LTE users ‘1.5 times more likely’ to consume video: Citrix
Mobile Analytics report reveals regional subscriber preferences
Mobile subscribers on LTE networks are 1.5 times more likely to watch video than subscribers on 3G networks, claims a Citrix report, released today.
The virtualisation specialist's Mobile Analytics Report for the second half of the year concentrates on subscriber behaviour and related factors that determine quality of experience (QoE) for mobile data services in the Middle East. The findings were generated from the ByteMobile mobile data traffic reporting solution. The report anonymously sources data traffic statistics from the 3G and 4G networks of the Citrix global tier-one customer base.
In the region, Google Video is the most popular video site by volume (51.27%), followed by Facebook with 16.05% and YouTube with 13.92%.
Social networking is the most popular mobile application category, with 40% of mobile subscribers engaging daily. According to the report, in the Middle East, 62% of social networking data can be attributed to video and 27.4% to images. The contribution of social networking video to total social networking mobile network data volume is much higher in the Middle East (62%) and North America (59%) than it is in Europe (39%) and Asia Pacific (35%).
On a given day, half of mobile data subscribers are served ads over the mobile network and the mix of ad types is changing rapidly. The report finds that there has been a 20% increase in mobile video ads since the beginning of 2014, and data volume associated with ads is responsible for 2.2% of daily mobile network traffic volume on Android-based devices and 17% on iOS-based devices: almost unchanged figures from 2013. While the change lies in the number of ad banners served over mobile, Citrix last year found that one video ad was served for every 20 banner ads served over mobile. This year, the ratio has increased to one video ad for every 16 banner ads served.
"Providing network operators with insight into the types and volumes of content mobile subscribers are consuming helps them to identify trends in subscriber behaviour and to adjust their networks accordingly," said Johnny Karam, regional vice president, Middle East and Africa, Citrix.
"The mobile data experience continues to be a key contributor to subscriber satisfaction or lack thereof. Knowledge about how the network is being used combined with the tools to enhance the mobile data experience are fundamental to establishing a differentiated data service."