Data Reveals Mobile Ad Reach Has Doubled
Latest Citrix Mobile Analytics Report and Consumer Survey Illustrate Attitudes and Impact of Ads, Gaming, Social Networking
Today, Citrix released the Citrix Mobile Analytics Report for the first quarter of 2014. The Mobile Analytics Report provides insight into subscriber behavior and related factors that determine quality of experience (QoE) for mobile data services. This quarter’s report is being released in conjunction with a mobile data subscriber survey commissioned by Citrix. Key findings from this quarter’s report and survey include:
Citrix has discovered that mobile advertisements now reach an audience almost double that reached in 2013. Even with such growth, mobile ads generate less than two percent of a subscriber’s daily mobile data volume and only one-in-twenty subscribers are currently served video ads. Citrix projects dramatic growth in the number of subscribers touched by video ads and the data volume attributable to video ads. Such growth will be driven, in part, by such dynamics as auto-play for video ads, as introduced by Facebook in December 2013. Interestingly, 59 percent of Citrix consumer survey respondents believe that mobile ads do not count towards their monthly data quota.
Health apps are one of the fastest growing mobile application categories. According to the consumer survey, 52 percent are using their mobile health apps more now, as compared to when it was first downloaded. Within the health category, the top 10 most popular by subscriber usage are related to fitness and running, weight loss and nutrition, and women’s health. With the rise of wearable devices such as FitBit, Nike+, and Pebble, Citrix predicts an increasing impact of health apps on overall network data traffic as these devices integrate more fitness and mobile health apps into their functionality.
Twitter’s introduction of video sharing site Vine last year and the integration of video into Facebook’s Instagram have driven a dramatic increase in social video sharing. As a consequence, the data content on social networks now consists of 32 percent video, while images contribute 63 percent and text contributes five percent. With regards to its contribution to subscribers’ daily mobile data volume, social networking consumes eight percent on average, although this percentage fluctuates significantly by operator and region. For example, social network data traffic in Europe and the United States is responsible for 18 and 16 percent, respectively, of all data volume. In contrast, only four percent of overall data traffic is attributable to popular social networking sites in the Asia-Pacific region.
“The Mobile Analytics Report serves, in part, as an early warning system for mobile operators’ network, marketing and customer care organizations, providing insight into potential network pitfalls and opportunities to deliver exceptional subscriber experiences,” said Mark Davis, senior director of Product Marketing, Service Provider Platforms at Citrix. “In many regions, consumers now expect wired-like performance on their mobile device and, when they don’t get that performance; their frustration is directed at the operator. But a great subscriber experience is just the start. Operators looking to transform their businesses need to understand data usage such as that detailed in the report, and find ways to translate that understanding into incremental revenue.”
The findings in the Citrix Mobile Analytics Report are generated from the ByteMobile mobile data traffic reporting solution. The Mobile Analytics Report anonymously source data traffic statistics from 3G and 4G networks of the Citrix global tier-one customer base.
The consumer survey was conducted by Wakefield Research on behalf of Citrix. For more information, visit http://www.citrix.com/products/bytemobile/overview/reports.html.
Citrix (NASDAQ:CTXS) is a leader in virtualization, networking and cloud infrastructure to enable new ways for people to work better. Citrix solutions help IT and service providers to build, manage and secure, virtual and mobile workspaces that seamlessly deliver apps, desktops, data and services to anyone, on any device, over any network or cloud. This year Citrix is celebrating 25 years of innovation, making IT simpler and people more productive with mobile workstyles. With annual revenue in 2013 of $2.9 billion, Citrix solutions are in use at more than 330,000 organizations and by over 100 million people globally. Learn more at www.citrix.com.
This release contains forward-looking statements which are made pursuant to the safe harbor provisions of Section 27A of the Securities Act of 1933 and of Section 21E of the Securities Exchange Act of 1934. The forward-looking statements in this release do not constitute guarantees of future performance. Those statements involve a number of factors that could cause actual results to differ materially, including risks associated with the impact of the global economy and uncertainty in the IT spending environment, including in revenue growth and recognition of revenue, products and services, their development and distribution, product demand and pipeline, economic and competitive factors, including risks associated with international growth and IT consolidation, as well as other risks detailed in the Company's filings with the Securities and Exchange Commission. Citrix assumes no obligation to update any forward-looking information contained in this press release or with respect to the announcements described herein.
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