January 5th, 2010
The lines between computers, phones, browsers and operating systems are blurring. Nowhere is this more apparent than in the growth of the Smartphone market and the rapid rise of mobile consumption of the ‘real’ web – not the browsing of specialized, simplified sites watered-down for yesterday’s mobile phones, but the consumption of the mainstream Internet, on mobile computing platforms that are increasingly going toe-to-toe with our desktop PCs. Every month Quantcast directly measures more than 200 billion requests for Internet content. A growing portion of these requests originate from networked mobile devices, allowing us to explore their rapid emergence and understand the relative share of the various vendors, models and software platforms used around the world. This report focuses on how new generations of mobile computing platforms are complementing our traditional deskbound devices. Specifically, we’re not focusing on specialized, mobile websites, or even web service based applications for specific mobile platforms, but rather the Internet at large – the same sites that you visit every day from your home and office. An initial examination of the shift in the share of web content served to smartphone platforms highlights the rapid and accelerating rise of mobile web consumption. The figure below outlines the beginning of this transformation over the past three years.
North America Global
1.4% Mobile's Share of Web Consumption 1.2% 1.0% 0.8% 0.6% 0.4% 0.2% 0.0%
1.26% 0.99%
Figure 1: Quantcast’s Mobile Pageview Observations QC.Mob.2009r1.1
Quantcast Mobile Web Trends
2009 Report
Highlights
North American mobile web share up 110% in 2009 (Dec ’09 vs. Dec ’08) Global mobile web consumption share up 148% in 2009 Apple continues to dominate, though market share has declined as increased competition emerges Android supports over 12% of North American mobile web pageviews, overtaking RIM’s Blackberry Motorola’s Android based Droid is the most impressive market entry since the iPhone and is largely responsible for a 10x improvement in Motorola’s North American mobile web share Apple, Nintendo, Motorola and HTC saw the largest ‘stocking stuffer’ bounce this past holiday season, and Pre-launch web visibility points to a wide variety of new devices from Motorola, HTC, Blackberry and others in 2010
Background
Quantcast provides a free audience measurement service that is used extensively worldwide. The Quantified Publisher program uses a measurement pixel embedded in the HTML of a web page that causes visitors’ web browsers to request content from a Quantcast measurement server. By the end of 2009, in excess of 200 billion of these measurement pixels were being served every month by Quantcast, with a growing proportion originating from mobile devices. Each measurement pixel record captures standard HTTP headers containing information relating to the Internet browser’s User Agent. To compile this report, we looked at the distribution of User Agent entries throughout 2007, 2008 and 2009 to explore the trends in mobile web access and the relative market share of the major vendors and their models as well as the Operating Systems and Web Browser software in use.
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Quantcast Mobile Web Trends
2009 Report
Measuring Market Share
Quantcast launched in September 2006 and has experienced rapid publisher adoption. Today millions of web destinations, including over half of the United State’s top ad-supported websites, use Quantcast. As a result, the daily volume of web consumption events observed has increased from 50 million in January 2007, to over 7.5 billion per day today. The number of pixels served to mobile devices has grown at an ever higher rate.
2,500
Quantcast Observed Mobile Pageviews / Month
Millions
2,000
1,500
1,000
500
0
Figure 2: Quantcast’s Mobile Pageview Observations
To account for the constant flow of new participating publishers, the analysis is presented in respect of the market share of pageviews served to given devices/platforms. We consider this to be the best measure of mobile web consumption as it captures the amount of web content consumed on the platform and our belief is that the devices/platforms that make it easy to consume large quantities of web content will come to dominate the market. What’s in a name? Device manufacturers often use multiple names for the same device to provide distinctive branding for particular carriers and regions. We have attempted to map these names back to a single model number, but are still some way short of what we might term ‘success’. If you can help, please contact us at mobile@quantcast.com.
If you have any questions, observations or comments relating to this report, please let us know at mobile@quantcast.com. 3
Quantcast Mobile Web Trends
2009 Report
Contents
Global Mobile Web Usage is Accelerating ................................................................................................................ 6 Ranking the Vendors ......................................................................................................................................................... 7 Mobile Operating Systems ........................................................................................................................................... 12 Battle of the Browsers .................................................................................................................................................... 14 Vendor Spotlight – Apple ............................................................................................................................................. 16 Vendor Spotlight – Google’s Android ...................................................................................................................... 19 Vendor Spotlight – Motorola ...................................................................................................................................... 21 Vendor Spotlight – RIM/Blackberry .......................................................................................................................... 23 Vendor Spotlight – HTC ................................................................................................................................................ 25 Vendor Spotlight – Palm ............................................................................................................................................... 27 Vendor Spotlight – Symbian ........................................................................................................................................ 29 Stocking Stuffers 2009 ................................................................................................................................................... 30 A Sneak Peak at 2010 ..................................................................................................................................................... 34 Notes .................................................................................................................................................................................... 35 Questions/Comments? .................................................................................................................................................. 35
Quantcast and Quantified Publisher are trademarks of Quantcast Corp. All other trademarks are the property of their respective owners.
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Quantcast Mobile Web Trends
2009 Report
Figures
Figure 1: Quantcast’s Mobile Pageview Observations..................................................................................................................................................... 1 Figure 2: Quantcast’s Mobile Pageview Observations..................................................................................................................................................... 3 Figure 3: Mobile Share of Pageviews by Continent .......................................................................................................................................................... 6 Figure 4: Vendor Share of Mobile Web (North America) ............................................................................................................................................... 7 Figure 5: Vendor Share of Mobile Web (Global) ................................................................................................................................................................ 8 Figure 6: Vendors Head To Head Market Share (North America) .............................................................................................................................. 9 Figure 7: Vendors Head To Head Market Share (Global) ............................................................................................................................................... 9 Figure 8: Vendors' Share of Mobile Web (India) ..............................................................................................................................................................10 Figure 9: Vendors Share of Worldwide Mobile Web (Dec ‘09) ..................................................................................................................................11 Figure 10: Operating System Share of Mobile Web (North America).....................................................................................................................12 Figure 11: Operating System Share of Mobile Web (Global) .....................................................................................................................................12 Figure 12: Operating System Share of Worldwide Mobile Web (Dec ’09) ............................................................................................................13 Figure 13: Browser Share of Mobile Web (North America) .........................................................................................................................................14 Figure 14: Browser Share of Mobile Web (Global) ..........................................................................................................................................................14 Figure 15: Browser Share of Worldwide Mobile Web (Dec ’09) ................................................................................................................................15 Figure 16: Apple Share of Mobile Web (North America) .............................................................................................................................................16 Figure 17: Apple Relative Model Share (North America) .............................................................................................................................................16 Figure 18: Apple Share of Mobile Web (Global) ..............................................................................................................................................................17 Figure 19: Apple Relative Model Share (Global) ..............................................................................................................................................................17 Figure 20: Apple Share of Worldwide Mobile Web (Dec ’09) .....................................................................................................................................18 Figure 21: Android Share of Mobile Web (North America) .........................................................................................................................................19 Figure 22: Android Share of Mobile Web (Global) ..........................................................................................................................................................19 Figure 23: Android Share of Worldwide Mobile Web (Dec ‘09) ................................................................................................................................20 Figure 24: Motorola Share of Mobile Web (North America) ......................................................................................................................................21 Figure 25: Motorola Share of Mobile Web (Global) .......................................................................................................................................................22 Figure 26: Motorola Share of Worldwide Mobile Web (Dec ’09) ..............................................................................................................................22 Figure 27: Blackberry Share of Mobile Web (North America) ....................................................................................................................................23 Figure 28: Blackberry Share of Mobile Web (Global) .....................................................................................................................................................23 Figure 29: Blackberry Share of Worldwide Mobile Web (Dec ’09) ...........................................................................................................................24 Figure 30: Android Vs. RIM OS Share of Mobile Web (North America) .................................................................................................................24 Figure 31: HTC Share of Mobile Web (North America) .................................................................................................................................................25 Figure 32: HTC Share of Mobile Web (Global) ..................................................................................................................................................................25 Figure 33: HTC Share of Worldwide Mobile Web (Dec ’09) ........................................................................................................................................26 Figure 34: Palm Share of Mobile Web (North America) ...............................................................................................................................................27 Figure 35: Palm Share of Mobile Web (Global) ................................................................................................................................................................27 Figure 36: Palm Share of Worldwide Mobile Web (Dec ’09) .......................................................................................................................................28 Figure 37: Palm Pre Vs. Motorola Droid Mobile Web Share (North America) ....................................................................................................28 Figure 38: Symbian Share of Mobile Web (North America) ........................................................................................................................................29 Figure 39: Symbian Share of Mobile Web (Global) .........................................................................................................................................................29 Figure 40: Apple’s Holiday Performance 2009 (United States) – Baseline = 100 ...............................................................................................31 Figure 41: Nintendo DSi’s Holiday Performance 2009 (United States) – Baseline = 100 ...............................................................................31 Figure 42: Motorola’s Holiday Performance 2009 (United States) – Baseline = 100 ........................................................................................32 Figure 43: Palm’s Holiday Performance 2009 (United States) – Baseline = 100 .................................................................................................32 Figure 44: Archos5’s Holiday Performance 2009 (United States) – Baseline = 100 ..........................................................................................33
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Quantcast Mobile Web Trends
2009 Report
Global Mobile Web Usage is Accelerating
It probably won’t surprise you to find out that mobile usage has been on a tear the past three years, while still only representing a small portion of overall web traffic (1.3% of all North American pageviews in December 2009), the pace of development in mobile devices, operating systems and browser software continues to push the limits of what can be achieved on the move.
Worldwide, the share of Internet pageviews originating from mobile devices increased 148% in the year to December ’09 North America’s mobile share of pageviews rose 110% in 2009
While different regions are at different points on the mobile web adoption curve, it’s plain to see that the trend is a truly global phenomenon with accelerating share worldwide.
Europe 1.4%
North America
South America
Africa
Asia
Oceania
1.2% Mobile Share of Web Consumption
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
Figure 3: Mobile Share of Pageviews by Continent
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Quantcast Mobile Web Trends
2009 Report
Ranking the Vendors
With a market that’s widely considered to grow massively over the next few years, competition among the mobile device manufactures is fierce. The last three years have seen numerous innovations in support for mobile web consumption from phone vendors, computer manufactures and even mobile gaming consoles have been getting in on the act. Here we compare the respective market share, as measured by the proportion of Internet pageviews attributable to their devices, of each of the major equipment vendors. For each region assessed we highlight the vendors that have had the most market share in recent years, with all others been grouped with unidentifiable devices1 as ‘Unknown/Other’.
Apple Palm Other 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
BlackBerry Samsung Unknown
HTC Sony - PSP Sanyo
LG Danger
Motorola Nintendo - DSi
Figure 4: Vendor Share of Mobile Web (North America)
1
The majority of devices can be identified from examination of user agents, though a subset cannot be attributed to any particular manufacturer.
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Quantcast Mobile Web Trends
2009 Report
A quick glance at the chart confirms the transformative impact that Apple has had on the mobile web in North America. The ease with which Apple devices enable mobile web consumption led to heavy usage and rapid market share adoption, undoubtedly spurring other vendors to up their game.
The same is true worldwide.
Apple Nokia Nintendo - DSi 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
BlackBerry Palm Other
HTC Samsung Unknown
LG Sony - PSP
Motorola Danger
Figure 5: Vendor Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
Following the iPhone’s launch in the U.S. on June 29th, 2007, Apple took the top share of pageviews in July – an astounding market entry clearly demonstrating the demand for devices that make it painless to surf the web wirelessly.
Apple Palm BlackBerry Sony HTC Danger LG Nintendo Motorola
80% 70% Share of Mobile Web 60% 50% 40% 30% 20% 10% 0%
Figure 6: Vendors Head To Head Market Share (North America)
Worldwide leadership followed later that year.
Apple Nokia BlackBerry Palm HTC Sony LG Danger Motorola Nintendo
70% 60% Share of Mobile Web 50% 40% 30% 20% 10% 0%
Figure 7: Vendors Head To Head Market Share (Global)
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Quantcast Mobile Web Trends
2009 Report
But, Apple’s dominance has declined a little in both North America and globally this past year and their leadership position is not universal. Take India for example, an important market for mobile given the comparatively lower penetration of fixed line telecommunication services, while Apple has gained steadily, Nokia still commands a significant lead in share of mobile web.
Apple Samsung 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0% BlackBerry Sony - PSP HTC Other LG SonyEricsson Motorola Unknown Nokia Symbian
Figure 8: Vendors' Share of Mobile Web (India)
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Quantcast Mobile Web Trends
2009 Report
Apple Samsung 100% 90% 80%
BlackBerry Sony
HTC Nintendo
Motorola SonyEricsson
Nokia Unknown 5%
Palm
5% 16%
30%
8%
16%
Share of Mobile Web
70% 60% 50% 40% 30% 20% 10% 0% Africa Asia Europe North America Oceania South America 17% 21% 57% 46% 65% 6% 73%
69%
Figure 9: Vendors Share of Worldwide Mobile Web (Dec ‘09)
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Quantcast Mobile Web Trends
2009 Report
Mobile Operating Systems
Just like their desktop counterparts, mobile computing devices have operating systems that handle user interaction and the various applications that reside on the device. As they own their whole stack, it’s no surprise to learn that Apple comes out on top here too.
iPhone OS PalmOS Symbian PSP Java ME webOS RIM OS Android Nintendo Danger OS Unknown Windows Mobile BREW
100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
Figure 10: Operating System Share of Mobile Web (North America) iPhone OS Symbian BREW Java ME Windows Mobile webOS PSP PalmOS Nintendo RIM OS Android Danger OS Unknown
100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
Figure 11: Operating System Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
The following shows the respective share of the various operating systems for December 2009. Not all vendors are represented therefore the numbers do not sum to 100%.
Android Java ME RIM OS 100% 90% 80% 70% Share of Mobile Web 60% 50% 40% 30% 20% 10% 0% 16.7% 12.4% 57.1% 45.8% 60.0% 5.0% 65.1% 73.2% 68.8% 20.4% 28.7% 41.8% BREW Nintendo Symbian 5.7% 8.7% 16.4% 5.1% 4.6% Danger OS PalmOS webOS 5.4% 15.9% iPhone OS PSP Windows Mobile
Africa
Asia
Europe
North America
Oceania
South America
Figure 12: Operating System Share of Worldwide Mobile Web (Dec ’09)
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Quantcast Mobile Web Trends
2009 Report
Battle of the Browsers
Browser software enables you to surf the web and as the iPhone/iPod browser, Apple’s Safari leads the way.
Safari Unknown/Other Nokia Netfront Blazer Openwave BlackBerry Android Obigo Danger Browser Opera Palm
100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
Figure 13: Browser Share of Mobile Web (North America)
Note: Opera data for individual countries can be unreliable because the browser uses a proxy service to compress and deliver web content, thus masking the true origin of the requests.
Safari Danger Browser Android 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0% Opera Unknown/Other Openwave Netfront Nokia Obigo BlackBerry Blazer Palm
Figure 14: Browser Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
Below we highlight the relative share of consumption that the leading browsers are responsible for across the globe (note small vendors are left out so the totals do not sum to 100%)
Access NetFront 100% 90% 80% 17%
Android
BlackBerry
Nokia
Opera
Safari
46% 70% Share of Mobile Web 60% 50% 40% 30% 20% 20% 10% 0% 28% 9% 6% 3% 12% 16% 39% 5% 56% 57% 65% 73% 69%
16%
Africa
Asia
Europe
North America
Oceania
South America
Figure 15: Browser Share of Worldwide Mobile Web (Dec ’09)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – Apple
Everyone knows Apple is the segment’s star performer, but what does that performance look like and how is it divided between the iPod and iPhone?
Apple - iPhone 80% 70% Share of Mobile Web 60% 50% 40% 30% 20% 10% 0% Apple - iPod
Figure 16: Apple Share of Mobile Web (North America)
Here we examine the relative proportion of Apple’s market share attributable to their two devices.
Apple - iPhone 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0% Apple - iPod
Figure 17: Apple Relative Model Share (North America)
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Quantcast Mobile Web Trends Globally, things look quite similar.
2009 Report
Apple - iPhone 70% 60% Share of All Mobile Pageviews 50% 40% 30% 20% 10% 0%
Apple - iPod
Figure 18: Apple Share of Mobile Web (Global)
Apple - iPhone 100% 90% 80% Share of Mobile Web 70% 60% 50% 40% 30% 20% 10% 0%
Apple - iPod
Figure 19: Apple Relative Model Share (Global)
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Quantcast Mobile Web Trends
2009 Report
Apple still has some way to go to achieve the same dominance in Europe and Africa that it has in the rest of the world.
Apple - iPhone 80% 70% 60% Share of Mobile Web 50% 40% 30% 50% 20% 3% 10% 14% 0% Africa Asia Europe North America Oceania South America 41% 33% 41% 39% 24% 16% 12% 23% 30% Apple - iPod
Figure 20: Apple Share of Worldwide Mobile Web (Dec ’09)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – Google’s Android
Android, Google’s mobile device Operating System, is now 15 months old, getting widespread developer support and has several manufactures producing Android powered devices.
Android - Archos Android - Samsung 14% 12% Share of Mobile Web 10% 8% 6% 4% 2% 0% Android - HTC Android - SonyEricsson Android - Motorola Android - Unknown
Figure 21: Android Share of Mobile Web (North America) Android - Archos Android - Samsung 10% 8% Share of Mobile Web 6% 4% 2% 0% Android - HTC Android - SonyEricsson Android - Motorola Android - Unknown
Figure 22: Android Share of Mobile Web (Global)
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Quantcast Mobile Web Trends Currently, Android has seen its strongest adoption in North America.
Android - Archos Android - Samsung 14% 12% 10% 8% 6% 4% 2% 0% 0.3% Africa 0.8% Asia 1.7% 0.5% Europe North America Oceania Android - HTC Android - SonyEricsson Android - Motorola Android - Unknown
2009 Report
4.3%
7.8%
0.8% South America
Figure 23: Android Share of Worldwide Mobile Web (Dec ‘09)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – Motorola
A Droid Fueled Comeback?
When, in 2008, Motorola announced that they would focus exclusively on Android and Windows Mobile powered devices, many industry observers thought it risky considering that Motorola was too far behind rivals such as HTC. Jump forward one year, Motorola now has two Android powered devices in market in North America and the early data suggests that their bold bet might well be paying off. Having limped along at approximately 0.5% market share of pageviews throughout 2009, the MB200 (aka Cliq) alone more than doubled Motorola’s North American share. However, the standout performer is the Droid, capturing almost 4% of the market share in its first full month since release and giving Motorola 10x the U.S. mobile web market share that it had just one quarter earlier.
Motorola - Other Motorola - Droid Motorola - Milestone Motorola - QA30 Motorola - VE440 Motorola - MOTOQA1 Motorola - VE240 Motorola - A455 Motorola - Q9 Motorola - MB200 Motorola - ZN4 Motorola - ZN5
5.0%
4.0% Share of Mobile Web
3.0%
2.0%
1.0%
0.0%
Figure 24: Motorola Share of Mobile Web (North America)
Motorola’s Droid is the most impressive entry into the mobile web market since the iPhone and represents a huge boost for Google’s Android operating system.
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Quantcast Mobile Web Trends
2009 Report
4.0% 3.5% 3.0% Share of Mobile Web 2.5% 2.0% 1.5% 1.0% 0.5% 0.0%
Motorola - Other Motorola - Droid Motorola - Milestone
Motorola - QA30 Motorola - VE440 Motorola - MOTOQA1
Motorola - VE240 Motorola - A455 Motorola - RAZRV3xx
Motorola - MB200 Motorola - ZN4 Motorola - Q9
Figure 25: Motorola Share of Mobile Web (Global)
Look for more Droid (and droid-like) devices from Motorola in 2010.
5.0%
4.0% Share of Mobile Web
3.0% 4.6% 2.0%
1.0% 1.2% 0.0% 0.1% Europe North America 0.1% Oceania South America
Figure 26: Motorola Share of Worldwide Mobile Web (Dec ’09)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – RIM/Blackberry
Long a favorite for the business set, 2009 saw the beginning of a concerted push at the consumer market from Research in Motion.
BlackBerry - 8330 BlackBerry - 8900 BlackBerry - 9000 BlackBerry - 8520 BlackBerry - 9530 BlackBerry - 8330m BlackBerry - 9630 BlackBerry - 8130 BlackBerry - Other BlackBerry - 8310
21% 18% Share of Mobile Web 15% 12% 9% 6% 3% 0%
Figure 27: Blackberry Share of Mobile Web (North America) BlackBerry - 8330 BlackBerry - 8900 BlackBerry - 9000 BlackBerry - 8520 BlackBerry - 9530 BlackBerry - 8330m BlackBerry - 9630 BlackBerry - 8130 BlackBerry - Other BlackBerry - 8310
14% 12% Share of Mobile Web 10% 8% 6% 4% 2% 0%
Figure 28: Blackberry Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
18% 15% Share of Mobile Web 12% 9% 6% 8.7% 3% 0% 0.7% Africa 2.2% Asia 2.5% Europe North America Oceania 1.6% South America
16.4%
Figure 29: Blackberry Share of Worldwide Mobile Web (Dec ’09)
Like Apple, Research In Motion controls the entire stack on their popular line of mobile devices. Unlike Apple, RIM doesn’t have a market leading, competitive mobile web browsing experience. Just look at the speed at which Android powered devices have overtaken Blackberry devices in North American mobile pageview share.
Android RIM OS
21% 18% Share of Mobile Web 15% 12% 9% 6% 3% 0%
Figure 30: Android Vs. RIM OS Share of Mobile Web (North America)
If email’s your thing, then a Blackberry just can’t be beat, (your author is never without his), however, as we expect our handhelds to do more on the web, in order to stay competitive…
RIM needs a better browser experience, and they need it quickly
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – HTC
It seems like HTC is making devices for everyone, from Google to your mobile carrier, and that has enabled them to quickly capture significant Mobile Web share.
HTC - Other HTC - PPC6850SP 10% HTC - Dream HTC - Magic HTC - G1 HTC - Eris HTC - Hero HTC - T7380 HTC - myTouch 3G HTC - MP6950SP
8% Share of Mobile Web
6%
4%
2%
0%
Figure 31: HTC Share of Mobile Web (North America) HTC - Other HTC - PPC6850SP 8% HTC - Dream HTC - Magic HTC - G1 HTC - Eris HTC - Hero HTC - T7380 HTC - myTouch 3G HTC - MP6950SP
Share of Mobile Web
6%
4%
2%
0%
Figure 32: HTC Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
9% 8% 7% 6% 5% 4% 3% 2% 1% 0.9% 0% Africa Asia Europe North America Oceania South America 1.3% 2.0% 0.7% 1.2% 8.2%
Share of Mobile Web
Figure 33: HTC Share of Worldwide Mobile Web (Dec ’09)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – Palm
The original pioneer of the handheld mobile computer, Palm has been in decline for some time, but, does the introduction of some attractive new devices mean they’re on their way back?
Palm - Other Palm - 680 10% Palm - Pre Palm - 750 Palm - Pixi Palm - Treo 650 Palm - Treo850e Palm - Treo 680 Palm - TunX Palm - Treo 700p
8% Share of Mobile Web
6%
4%
2%
0%
Figure 34: Palm Share of Mobile Web (North America) Palm - Other Palm - 680 6% 5% Share of Mobile Web 4% 3% 2% 1% 0% Palm - Pre Palm - 750 Palm - Pixi Palm - Treo 650 Palm - Treo850e Palm - Treo 680 Palm - TunX Palm - Treo 700p
Figure 35: Palm Share of Mobile Web (Global)
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Quantcast Mobile Web Trends
2009 Report
2.5%
2.0%
Share of Mobile Web
1.5% 2.2%
1.0%
0.5% 0.4% 0.0% 0.1% Europe North America South America
Figure 36: Palm Share of Worldwide Mobile Web (Dec ’09)
With minimal penetration outside of North America, Palm’s flagship Pre has a new fight on its hands from Motorola’s Droid on the Android Platform.
Motorola - Droid 4.0% Palm - Pre
Share of Mobile Web
3.0%
2.0%
1.0%
0.0%
Figure 37: Palm Pre Vs. Motorola Droid Mobile Web Share (North America)
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Quantcast Mobile Web Trends
2009 Report
Vendor Spotlight – Symbian
The Symbian OS powers many Nokia phones along with devices from a few other manufacturers, but it has limited traction in North America.
Symbian - Motorola Symbian - SonyEricsson Symbian - Nokia Symbian - Symbian Symbian - Other Symbian - Unknown
1.4% 1.2% Share of Mobile Web 1.0% 0.8% 0.6% 0.4% 0.2% 0.0%
Figure 38: Symbian Share of Mobile Web (North America) Symbian - BenQ-Siemens Symbian - Nokia Symbian - SonyEricsson Symbian - HTC Symbian - Other Symbian - Symbian Symbian - Motorola Symbian - Samsung Symbian - Unknown
9% 8% Share of Mobile Web 7% 6% 5% 4% 3% 2% 1% 0%
Figure 39: Symbian Share of Mobile Web (Global)
Nokia needs a superb smartphone to do anything noteworthy in North America
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2009 Report
Stocking Stuffers 2009
While only certain parts of the world celebrate on December 25th, we still thought it would be fun to see what our data tells us about Santa’s mobile device preference for the 2009 holiday season. To gauge the most popular gifts, we compared the volume of mobile pageviews in the week of December 18th-24th, with the volume for the same devices in the following week, December 25th31st. By comparing the share of web consumption before and after, we are pleased to present the Quantcast Holiday Mobile Movers and Shakers List for 2009. Because we don’t want a specific model taking the prize by going from 10 to 100 pageviews, nor do we want a behemoth being recognized for only 1% growth, we’ve applied some nifty math to account for the differences in absolute pageview volumes between models. Below we list the top stocking stuffers for the United States and, for comparison, you can see what Santa dropped off in the United Kingdom a few hours earlier.
Rank
Vendor
Model
Rank
Vendor
Model
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Apple Nintendo Apple Motorola HTC Motorola Sony HTC HTC BlackBerry Palm Palm Samsung Samsung
iPod DSi iPhone Droid Eris MB200 (aka Cliq) PSP myTouch 3G Hero 9700 Pixi Pre SPH-M900 SGH-A797
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Apple Apple Nintendo Nokia Nokia Sony BlackBerry BlackBerry HTC SonyEricsson Samsung Nokia SonyEricsson BlackBerry
iPod iPhone DSi 5530 5800 PSP 9700 8520 Hero W350 GT-S5230 N97 U1i 9000
Quantcast Holiday Mobile Movers and Shakers List (United States) 30
Quantcast Holiday Mobile Movers and Shakers List (United Kingdom)
Quantcast Mobile Web Trends
2009 Report
Apple had a very good holiday period, with the iPod showing a remarkable 47% increase in web activity in the week immediately following Christmas.
Apple - iPhone 160 Relative Web Consumption 140 120 100 80 60
Apple - iPod
Baseline
Figure 40: Apple’s Holiday Performance 2009 (United States) – Baseline = 100
The Nintendo DSi was a popular gift on both sides of the pond.
Nintendo - DSi 190 Relative Web Consumption 160 130 100 70 40 Baseline
Figure 41: Nintendo DSi’s Holiday Performance 2009 (United States) – Baseline = 100
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Quantcast Mobile Web Trends
2009 Report
Motorola’s Droid was strong (as was the HTC Droid Eris, aka Desire ADR6200).
Motorola - MB200 140 Relative Web Consumption Motorola - Droid Baseline
120
100
80
60
Figure 42: Motorola’s Holiday Performance 2009 (United States) – Baseline = 100
Palm also saw some traction, the Pixi had a 62% increase and the Pre 11%, though the Pixi did start with a smaller base.
Palm - Pre 180 Relative Web Consumption 160 140 120 100 80 60 Palm - Pixi Baseline
Figure 43: Palm’s Holiday Performance 2009 (United States) – Baseline = 100
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Quantcast Mobile Web Trends
2009 Report
The 2009 holiday season also saw a promising return for Archos’ new Android powered device, the Archos5.
Archos - Archos5 160 Relative Web Consumption 140 120 100 80 60 Baseline
Figure 44: Archos5’s Holiday Performance 2009 (United States) – Baseline = 100
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Quantcast Mobile Web Trends
2009 Report
A Sneak Peak at 2010
It’s an easy call to predict that mobile web usage will continue to grow its share of overall web activity in 2010, but the big question is, by how much? Based on our data and the growth rates that it indicates, we expect that:
Mobile’s share of pageviews in North American will grow a whole percentage point to 2.3% by the end of 2010 Globally we estimate an increase from 0.95% to over 1.8%.
However, the boundary between mobile and PC is blurring and Apple’s much anticipated tablet is likely to complicate the distinction further, while pushing web access on the go to new levels. One thing’s for sure, we’ll be seeing many new mobile devices contributing to this trend and Quantcast’s massive Internet visibility gives us the ability to spot new devices in the wild long before they are announced. We saw our first iPhone in February 2007, almost 5 months before its launch. Android devices were spotted a full year before the official October 2008 launch and Palm’s Pre was surfing the web six months before its official launch. By now, everyone’s heard of the Nexus One, aka the Google Phone, but also look out for these and more in 2010:
Numerous Motorola models including the Sholes Tablet (aka XT701), Opus One, Zeppelin and Motus HTC Espresso, Bravo, Paradise, Liberty, Legend and Photon SonyEricsson X3 (aka SO-01B, Rachael), X4 (aka Robyn) and Susan. A mysterious trio of new Blackberry devices with codenames picked from the BBC’s Doctor Who –Tardis, Davros and Jasper.
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Quantcast Mobile Web Trends
2009 Report
Notes
At Quantcast we strive to deliver the most accurate data possible, but we ask that you consider the following in respect of the analysis contained in this report. While Quantcast has massive Internet visibility (over 200 billion media consumption events each month), we’re only able to analyze data relating to web properties that have chosen to join our free Quantified Publisher program. While this program includes millions of distinct web destinations it does not include every site, and therefore may contain biases specific to the sites who do participate. Historically our service has been primarily focused on U.S. audiences, therefore the margins of error in our data are likely higher for other regions, and potentially more so for non English speaking countries. Measuring the mobile Internet is hard, loss rates for measurement pixels differ across the various platforms and the use of user agents for identifying vendors, models, operating systems and browser software is complex. See http://en.wikipedia.org/wiki/Usage_share_of_web_browsers#Accuracy.
Questions/Comments?
If you have any questions, suggestions, observations or just want to find out more about Quantcast, please let us know at mobile@quantcast.com.
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