Google Accounts for 75% of Total Mobile Data Traffic Produced by Advertisements

According to a report from Bytemobile, Google is responsible for 75 percent of total data produced by mobile advertisements. Also, the majority of total data traffic generated by iPhones and iPads comes from just three apps.

Eighty-three percent of mobile data traffic generated by iPhones and iPads in the first quarter of 2011 came from Media Player, Safari and App Store/iTunes, according to Bytemobile. Safari accounted for 61 percent of transactions between iOS devices and the Bytemobile network.

In the first quarter, the average mobile data subscriber used the Twitter app for just under five minutes per session. This rose to more than nine minutes for the Facebook app and about 8.5 minutes for the YouTube app. Each YouTube session per subscriber used more than 40 MB of data, far outpacing the 170 KB for Twitter sessions and 120 KB for Facebook sessions.

Facebook accounted for more than 35 percent of total network transactions in the first quarter, though Facebook accounts for about 6 percent of network traffic.

According to Bytemobile, Android devices generated advertising transactions and data volume on mobile networks than iOS devices did. “Google is the dominant source of mobile data traffic generated by advertisements. DoubleClick, AdMob and AdSense are all owned by Google and generate an average of 75% of the total data produced by advertisements,” according to the report.

However, iAd generated higher data volume per transaction than other advertising networks, more than double in most cases. This reflects the emphasis on richer media content for iAd.

Bytemobile also found that 50 percent of mobile data traffic was due to video in the first quarter. This marked a significant increase from the 40 percent observed in the first quarter of 2011.

Tablets generated 2-3 times the data volume smartphones did in the first quarter. “The average Android tablet user generates twice the data volume produced by a comparable Android smartphone subscriber, while the typical iPad user generates three times the data volume produced by a comparable iPhone subscriber.”

Android subscribers tend to request lower-resolution videos, according to Bytemobile. Laptop subscribers are less likely to request lower-resolution videos. The report notes that though they’re few, the requests for higher-resolution videos have the greatest impact on network capacity.

Bytemobile also notes that the optimization of mobile video reduces stalling by 50 percent, improving the user’s quality of experience.

Source:

http://www.bytemobile.com/docs/Bytemobile_Mobile_Analytics_Report_Feb2012.pdf