The document provides a summary of global mobile device usage trends based on data from April to September 2014. Some key findings include: - Smartphones accounted for the majority of devices globally, ranging from 65% in North America to 77% in Asia. Tablets accounted for 33-40% and feature phones 2-20%. - The top smartphone manufacturers were Samsung, Apple, and Huawei. Apple dominated the tablet market, comprising over 50% of tablets globally. - Android accounted for over 60% of the global smartphone OS market, while iOS made up 31%. iOS dominated the tablet OS market at over 50% globally.

1. The first step in a great mobile experience
Form factors, screen sizes, and browsers
Global Mobile Devices Overview
The first step in a great mobile experience
Krishna Guda
Co-Founder & CEO

2. MOVR
ScientiaMobile has published MOVR
to provide the mobileWeb community
with timely information on mobile
Web device usage.
It’s about increasing interest in:
– Mobile device trends
– Device capabilities
– Tools for analyzing and managing
[device] fragmentation
2
TheWhy?
– Based on Data collected from April thru
September, 2014
– Sample size of more than 2.5BN hits
– Sample data includes all types of
devices, but we have extracted and
used mobile related data.
The Data
Excluded
• Desktops and laptops
• Smart TV
• Game Consoles
• Apps
• Robots
Included
• Smartphones
• Tablets
• Feature
Phones
Quick Background

3. 3
Over 18,000 different device variations
Source: http://opensignal.com/reports/2014/android-fragmentation/
Android Devices ModelVariations in 2014

4. MOVR
4
What do we do
WURFL is a Device Detection Repository (DDR) that integrates an API and XML to provide
an always-updated source for detecting devices and their capabilities.
 WURFL.js – Access device information from JavaScript
 WURFL ImageTailor - Image optimization. Resize images in the cloud
 OnSite – Mobile Device Detection Server-Side (Java, PHP, .NET)
 InFuze – High Performance & Device Detection on the Edge
(Apache, NGINX,Varnish-cache, Node.js modules)
 InSight – Analytics, Provide the right KPIs for mobile
 MOVR – Mobile Overview Report. Free mobile market research
Front-end/
Client
Application/
Server
Systems/
Network
Data
(No-API)

5. 5
MOVR
Mobile Overview Report

6. MOVR
Q: What percentage of web traffic comes from
Windows Mobile users in Europe?
6
Trivia #1

7. MOVR
A: 8%
7
Trivia #1

8. MOVR
Executive Summary – Asia, N. America, Europe
Form Factor
Top 5
Smartphones
Smartphone OS
Smartphone
Diagonal Size
Asia N. America Europe
Top 5
Tablets
Tablet
Diagonal Size
inches
inches
6% 77% 17% 2% 65% 33%
feature smartphone tablet
2% 58% 40%
6%
6%
6%
5%
4%
Samsung Galaxy S4
Samsung Galaxy…
Samsung Galaxy…
Apple iPhone 5
Apple iPhone 5S
8%
8%
8%
7%
5%
Apple iPhone 5
Samsung Galaxy S4
Apple iPhone 5S
Apple iPhone 4S
Samsung Galaxy S III
13%
12%
8%
7%
7%
Apple iPhone 5S
Apple iPhone 5
Apple iPhone 4S
Samsung Galaxy S III
Samsung Galaxy S4
12%
10%
10%
8%
8%
Apple iPad Mini
Apple iPad 3
Apple iPad 4
Apple iPad Air
Apple iPad 2
15%
12%
12%
10%
8%
Apple iPad 2
Apple iPad Mini
Apple iPad 4
Apple iPad Air
Apple iPad 3
24%
15%
13%
12%
11%
Apple iPad 2
Apple iPad 4
Apple iPad Mini
Apple iPad Air
Apple iPad 3
77% 14% 9% 54% 44% 2%
Android iOS Windows Phone OS RIM OS
62% 28% 8%
2%7% 48% 42% 5% 17% 57% 20%
2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0
3% 17% 57% 23%
45% 7% 36% 10% 27% 2% 63% 7%
7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0
31% 4% 47% 18%

9. MOVR
9
S. America Africa Oceania
Top 5
Smartphones
Smartphone OS
Top 5
Tablets
Form Factor
Smartphone
Diagonal Size
Tablet
Diagonal Size
Executive Summary – S. America, Africa, Oceania
inches
inches
9% 73% 18% 20% 67% 14%
feature smartphone tablet
0.2% 58% 42%
12%
9%
5%
5%
4%
Samsung Galaxy S4
Huawei Y220-U00
Nokia Lumia 520
Samsung Galaxy S4…
Alcatel One Touch…
21%
17%
9%
8%
5%
Apple iPhone 5
Apple iPhone 5S
Apple iPhone 4S
Samsung Galaxy S4
Samsung Galaxy S5
17%
5%
4%
3%
3%
Motorola Moto G
Samsung Galaxy S4
Samsung Galaxy S III
Samsung Galaxy S4…
Samsung Galaxy S III…
13%
9%
7%
7%
7%
Apple iPad 2
Apple iPad 4
Apple iPad 3
Samsung Galaxy Tab…
Apple iPad Mini
13%
8%
7%
6%
6%
Samsung Galaxy Tab…
Samsung Galaxy Tab…
Apple iPad 2
Apple iPad 4
Samsung Galaxy Tab…
23%
19%
16%
13%
13%
Apple iPad 2
Apple iPad 4
Apple iPad 3
Apple iPad Mini
Apple iPad Air
86% 7% 7% 80% 4%11%
Android iOS Windows Phone OS RIM OS
37% 56% 7%
2%14% 70% 13% 15% 15% 40% 28%
2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0
0.5%15% 63% 22%
44% 9% 34% 13% 36% 3% 22% 39%
7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0
20% 1% 70% 8%

10. MOVR
10
Webviews from AppTraffic (Hybrid Apps)
Webviews
from Apps
13%
Mobile
Browser
Hits
87%
Mobile Browser vs. Webviews from Apps
Android
64%
iOS
36%
App Webviews by Operating System
Source: ScientiaMobile

11. MOVR
11
FEATURE PHONES | SMART PHONES | TABLET
*Oceania and Africa reflects a small sample size
20%
6%
2%
2%
0.2%
9%
67%
77%
58%
65%
58%
73%
14%
17%
40%
33%
42%
18%
Africa
Asia
Europe
N. America
Oceania
S. America
feature smartphone tablet
Form Factor

12. MOVR
12
17% 20%
63%
67%
21%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q2 Q3
Africa
6% 6%
78
%
77
%
16
%
17
%
Q2 Q3
Asia
14%
9%
69%
73%
17% 18%
Q2 Q3
S. America
tablet
smartphon
e
feature
2% 2%
55
%
58
%
43
%
40
%
Q2 Q3
Europe
2% 2%
64
%
65
%
35
%
33
%
Q2 Q3
N. America
0.2
%
0.2
%
55
%
58
%
45
%
42
%
Q2 Q3
Oceania
Source: ScientiaMobile
Form FactorTrends

13. SMARTPHONES
13

14. MOVR
Q: At the end of the 3rd Quarter (Sept.), what %
of iOS web traffic came from iPhone 6?
14
Trivia #2

15. MOVR
A: ~ 6%
15
Trivia #2

16. MOVR
16
42%
41%
36%
28%
27%
31%
4%
13%
28%
44%
56%
7%
2%
8%
6%
11%
2%
10%
11%
8%
8%
2%
6%
7%
9%
8%
7%
0.9%
2%
7%
2%
5%
5%
5%
4%
1.1%
0.2%
0.8%
1.3%
5%
0.5%
29%
12%
1.0%
2%
0.8%
0.4%
3%
5%
0.5%
1.5%
0.5%
0.1%
0.5%
Africa
Asia
Europe
North America
Oceania
South America
Samsung Apple LG Nokia Sony HTC Motorola Huawei BlackBerry
Source: ScientiaMobile
Manufacturer Breakdown

17. MOVR
Manufacturer Africa Asia Europe NorthAmerica Oceania SouthAmerica
Apple -0.55% 2.29% -2.24% -2.00% -0.08% 0.89%
BlackBerry 1.69% -0.14% -0.35% -0.21% -0.06% -0.08%
HTC -0.38% -2.12% -0.23% -1.25% 0.00% -0.25%
Huawei 4.65% -0.11% 0.09% 0.06% -0.19% -0.03%
LG 0.39% 0.71% 0.22% 1.66% -0.06% -0.83%
Motorola 0.10% 0.20% 0.22% -0.54% 0.10% 1.85%
Nokia -6.21% -0.74% 0.09% -0.05% -0.03% 4.57%
Samsung -5.43% 2.33% 0.93% 1.97% 0.57% -5.94%
Sony 0.84% -2.25% 1.40% -0.04% 0.00% 0.53%
17
High Growth High Reduction
Source: ScientiaMobile
ManufacturerTrends

18. MOVR
18

19. MOVR
19
Spotlight on iPhone 6 in North America
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 9/8/2014 9/15/2014 9/22/2014 9/29/2014
iPhone 6 Plus
iPhone 6
iPhone 5S
iPhone 5C
iPhone 5
iPhone 4S
iPhone 4
iPhone 3GS
iPhone 3G
iPhone 6
5.8%
iPhone 6 Plus
0.8%
iPhone 4S
-2.5% decline
iPhone 5
-3.8% decline
Source: ScientiaMobile
Spotlight: iPhone 6 in North America

20. MOVR
20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 9/8/2014 9/15/2014 9/22/2014 9/29/2014
8.0.2
8.0.1
8.0.0
7.1.2
7.1.1
7.1.0
7
legacy
Source: ScientiaMobile
Spotlight: iOS 8 Penetration Globally

21. MOVR
21
Android Q3:61%
iOS Q3: 31%
Android 4, 2.6%
Android 4.1, 11.7%
Android 4.2, 8.5%
Android 4.3, 8.9%
Android 4.4, 24.7%Android Legacy, 4.7%
iOS 6, 0.4%
iOS 6.1, 1.9%
iOS 7, 5.0%
iOS 7.1, 22.1%
iOS 8, 1.1%
iOS Legacy, 0.9%
Other, 0.94%
Windows Phone OS, 6.50%
Android 4
Android 4.1
Android 4.2
Android 4.3
Android 4.4
Android Legacy
iOS 6
iOS 6.1
iOS 7
iOS 7.1
iOS 8
iOS Legacy
Other
Windows Phone OS
Source: ScientiaMobile
Global Smartphone OS Map

22. MOVR
22
Smartphone Diagonal Size (inches)
15%
2%
3%
5%
0.5%
2%
15%
7%
17%
17%
15%
14%
40%
48%
57%
57%
63%
70%
28%
42%
23%
20%
22%
13%
1%
2%
0.4%
1%
0.2%
0.2%
Africa
Asia
Europe
North America
Oceania
South America
2.0~3.0 3.0~4.0 4.0~5.0 5.0~6.0 6.0~7.0
Source: ScientiaMobile
Smartphone Diagonal Size

23. TABLETS
23

24. MOVR
Q: What % of web traffic comes from Android
tablets in North America?
24
Trivia #3

25. MOVR
A: 19%
25
Trivia #3

26. MOVR
26
27%
54%
62%
79%
88%
42%
73%
46%
37%
19%
11%
58%
0.1%
0.2%
0.7%
1.4%
0.9%
0.3%
0.03%
0.1%
0.1%
0.3%
0.01%
0.2%
Africa
Asia
Europe
North America
Oceania
South America
iOS Android Windows RT RIM Tablet OS
Source: ScientiaMobile
Tablet OS Family Share

27. MOVR
27
40%
28%
15%
3%
3%
2%
2%
2%
1%
1%
Samsung
Apple
Asus
Amazon
Sony
Acer
LENOVO
LG
HP
Dell
% ofTotalTablet Chrome Hits
Tablet Manufacturers Ranked by
Chrome Hits
37%
8%
83%
56%
83%
54%
58%
96%
74%
94%
63%
92%
17%
44%
17%
46%
42%
4%
26%
6%
Samsung
Apple
Asus
Amazon
Sony
Acer
LENOVO
LG
HP
Dell
Chrome vs. Other Browsers by
Manufacturer
Chrome Other Browser
Source: ScientiaMobile
Chrome Browser byTablet Manufacturer

28. MOVR
28
Tablet Diagonal Size (inches)
36%
45%
31%
27%
20%
44%
3%
7%
4%
2%
1%
9%
22%
36%
47%
63%
70%
34%
39%
10%
18%
7%
8%
13%
Africa
Asia
Europe
North America
Oceania
South America
7.0~8.0 8.0~9.0 9.0~10.0 10.0~11.0
Source: ScientiaMobile
Tablet Diagonal Size

29. MOVR
29
• #1: MOVR
– Want to create your own report?
– No problem. Download the Source Data
– www.scientiamobile.com/movr
• #2: Google Analytics
– Use WURFL.js to group your devices and measure
– Form Factor, Interaction Method, Device
type/name/model
– www.smashingmagazine.com/2014/08/28/respon
sive-web-design-google-analytics
• #3: WURFL InSight
– Create reports based on your own Web traffic
– Easily integrateWURFL Device Detection tables
with your Business Intelligence tools.
– www.scientiamobile.com/insight
Mobile Analytics –Various Options

30. THANK YOU
30
krishna@scientiamobile.com
@krishguda
@scientiamobile
scientiamobile.com/movr
wurfl.io