The latest trends in smartphone and tablet usage trends, plus a spotlight on Poland
by Ken Jones, Marketing
The latest MOVR is available, covering mobile device usage around the world for September – December 2014. This continues on the success of our 3Q 2014 where we had over 50,000 download.
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MOVR Q4 2014 Highlights
Tablets are almost equally likely to be used in landscape as they are in portrait.
Apple continues to grow its smartphone share in N. America and Asia, reaching 50% and 21% respectively
In N. America, the iPhone 6 reached 6.5% of all smartphone hits after only one quarter.
The consensus of opinion on a small set of smartphones is striking. Across 6 continents’ top 10 lists (and a potential of 60 different phones), only 18 smartphones make the 4Q 2014 list – even shorter than 3Q.
The Moto G is still a blockbuster success in S. America at 11% share, but Apple’s iPhone 5 and 5S are gaining share quickly.
The iPhone 5 and 5S are growing quickly in Asia.
Globally, the iPhone 6 and 6 Plus have achieved 14% and 4% of iPhone traffic respectively by the end of 2014. It seems that iPhone 5 users have been the most likely to upgrade to these new phones. This trend is even more pronounced in N. America.
Like smartphones, the consensus on a few top tablet models is clear, with only 16 tablets in 4Q.
Likewise, Apple’s tablet share is growing in Asia and S. America, adding 16% and 18% respectively.
Apple’s iPad Mini is the most popular tablet in Asia (15%), but to date, the newer iPad Mini 2 has not appeared on the top 10 list.
The new iPad Air 2 has not appeared on the top 10 tablet list yet.
Android is the largest smartphone OS with 64% globally. Release 4.4 has grown significantly to become the most popular Android release – reaching 47% of Android hits.
iOS holds 26% of smartphone hits.
iOS 8.1 has quickly gained ground, with 55% of iOS hits by the end of Q4.
Proxy browsers are effective tools for minimizing bandwidth usage. Only 5% of browser hits are from proxy browser. Most of these come from Africa, where Opera Mini and Opera Turbo generate most of the proxy browser hits.
We put our spotlight on Poland this quarter. Relative to N. America, Polish tablet usage is high, generating 47% of all mobile device hits.
Relative to N. America where blockbuster smartphones from Samsung and Apple dominate the market, Poland has a fairly distributed smartphone market. Samsung leads with 28%, but Apple, Sony, Nokia, and LG all have over 10% shares.
The leading smartphone is the Samsung SIII, but it has only 4% of hits. This is small compared to N. America, where the top smartphone (iPhone 5S) generates 15%.
In terms of hourly usage, Polish tablet usage is different than most countries, with two peaks – one at 17:00 and another at 21:00. Typically, we see peak hours later in the day around 21:00.
Using MNO detection, we can see that mobile broadband is commonly used on desktops (10% of hits) and tablets (24%)
When looking and individual mobile operators in Poland, we see than Apple devices make up a much larger proportion (32%) of T-Mobile’s traffic, compared to other Polish operators.