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Mobile Fragmentation Continues to Increase

Posted on 11.24.2014

The diversity of devices being used to access the Web is growing, as a new report from Netbiscuits reveals that there was a 23 percent increase in unique mobile devices in Q3 2014.

Netbiscuits’ Web Trends report for Q3 2014 took a sample of nearly one billion page impressions per month and captured more than 5,000 unique devices, which is a 23 percent increase from Q2. The report also found that the top five mobile devices being used represented 39 percent of all traffic, which is a decrease from 46 percent in Q2. According to Netbiscuits, this is a clear sign of further mobile fragmentation.

Additional data found that Android use increased by 6 percent in Q3, accounting for 38 percent of total global traffic. Netbiscuits forecasts significant growth for Android during the holidays, predicting that Android will overtake iOS as the leading operating system in the base of tablets by the end of March 2015.

Other noteworthy stats reveal that the iPhone 5S is the world’s most used device, with 13 percent of all traffic. Plus, phablets and smartphones with screens over 5 and up to 7 inches are becoming increasingly popular, doubling their overall share within smartphone traffic in the last six months. In fact, the phablet category has grown from representing 7 percent of all traffic at the end of April to 14 percent by the end of October. Because of this, Netbiscuits predicts that the phablet category will account for a quarter of all Web traffic by April 2015.

“The rise of more varied devices presents both a problem and an opportunity for marketers. It means that more care is needed to identify bounce and conversion differences by device type, as experiences vary tremendously,” said Daniel Weisbeck, CEO, Netbiscuits. “The days of focusing on simply the top five devices accessing your website are gone. Given that we are living in a multi-channel world, where consumers are using traditional web as well as a seemingly endless array of mobile devices, marketers have to go back to basics and get a very clear picture of how their customers behave based on both device and contextual factors. It isn’t enough to know your visitor is using Android or iOS, marketers need better information to guide this process, and Mobile Analytics are the way forward.”

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