Web Access From Set Top Boxes and TVs up 138%, Feature Phones Down 12% in Six Months Says Netbiscuits

Netbiscuits Quarterly Web Trends Report reveals enterprise need for a multi-screen, multi-channel strategy

Tablet Web traffic grows by an additional 52 percent in six months, while Android device profiles double globally

Digital cameras feature in Web traffic share for the first time

LONDON--()--Netbiscuits, the global leader in software solutions for adaptive Web development, today revealed further evidence that the Web is changing so rapidly that many organizations are still unprepared for the future of consumer access. The increasing number of devices hitting the market and the unrelenting fragmentation of various operating systems and profiles means it is harder than ever for brands to build consistent Web experiences designed to meet the growing expectations of consumers across all devices. Based on the Netbiscuits Platform which handles billions of mobile Web and content impressions a month, the Netbiscuits Quarterly Web Trends Report proves that consumers are accessing the Web through new emerging devices and technologies.

TV Internet access explodes while feature phones decline

Traffic on the Netbiscuits Platform strongly indicates that there is a need for enterprises to have multi-screen, multi-channel strategies in place. Web traffic continues to increase, with impressions from set top boxes and TVs up by 138 percent. This is not happening in place of tablet or smartphone uptake, which continues to see a healthy sequential growth, but in addition to the general increase in connected devices. For the first time, digital cameras have also appeared among devices being used to access mobile Internet content. Consumers are demanding ‘constant connection’ on any device, highlighting both the opportunities and challenges enterprises face to meet their customers’ expectations today and into the future.

Despite still dominating in emerging markets, feature phones continued to lose traffic share, demonstrating that smarter devices capable of advanced user experiences are becoming the norm.

Android fragmentation a growing problem

Android retained its overall lead in terms of Web access share in January 2013 at 41 percent, with iOS a close second at 37 percent. However, Android’s domination means very little for brands aiming to build consistent Web experiences, as the platform is fragmented. The report reveals that compared to 2011, there were more than double the numbers of total Android device profiles in the Netbiscuits database, adding to the complexity of catering for this market segment when adopting a one-size fits all mentality.

“This evidence creates a serious challenge for brands, as more devices come in numerous different technologies, sizes and configurations. Without adopting a fully future-proofed multi-screen multi-channel approach, companies risk falling behind and ultimately wasting money and losing consumers,” commented Michael Neidhoefer, CEO, Netbiscuits.

4G and NFC gaining market penetration

The report also reveals that the proportion of traffic from LTE-capable smartphone devices accessing the Web increased over threefold from July 2012 to January 2013 and hits from NFC-capable devices increased by 146 percent. The startling market penetration of advanced mobile technology such as NFC and LTE means brands not developing their mobile strategy to incorporate this functionality are in danger of disappointing their customers and losing business to competitors. The proportion of hits from smartphones capable of supporting LTE connectivity has risen from 5.4 percent in July 2012, to 17.5 percent by the end of January 2013, with Samsung at the forefront. Samsung also appears to lead the movement towards NFC, with over 60 percent of NFC capable device hits in January 2013.

“This upward trend in availability of new advanced features will lead to faster media rich Web apps and new ways of connecting more than one device to another to deliver true multi-screen and multi-channel consumer experiences. Many enterprises are just not preparing fast enough to develop for consumer expectations. But the ones that do will have a significant competitive advantage driving brand loyalty and monetization of users,” continued Neidhoefer. “There is much debate about when 4G and NFC will take off and when the PC will lose its place as the preferred Internet gateway. We're at the tipping point in our industry. The Web is not ‘going mobile,’ it is already mobile. However this journey is fragmented rather than linear. As the range of devices people are using to access the mobile Web continues to spiral, it’s absolutely crucial brands ensure they deliver an adaptive universal Web experience accessible by everyone. Those that do will thrive, those that do not will fall by the wayside as their customers look to their competitors to fulfill their needs.”

The continuing rise of tablets

The tablet phenomenon shows no signs of slowing down, with sequential growth month-on-month accelerating to reach double-digit growth in January 2013. Apple tablets top the lists of dominant tablets with a 33.9 percent share, followed by Samsung at 24.2 percent. On device profiles, the Apple iPad iOS 6+ leads on Apple, while Android 4.0 on the Galaxy Tab 2 leads for Samsung. Android operating systems are not limited to one tablet of course, with Android 4.2 on the Nexus 7 taking third place for Asus. The fragmentation of the mobile marketplace extends far beyond smartphone and tablet screen sizes, and reveals a staggering amount of difference in context, capabilities and device specifications – all of which need considering when developing a robust mobile strategy.

“The Web is changing rapidly and many organizations are not even prepared for today, let alone the future,” concluded Michael Neidhoefer. “New technologies are emerging very rapidly but they are being rolled out on different devices at different rates, while variations of technology will continue to exist. Accommodating these changes in a cost effective way will require solutions from market experts, centralized Web development using standards and clear engagement strategies with end-users to deliver optimized experiences for personal device choices.”

To download the latest Netbiscuits Web Trends Report, please visit www.netbiscuits.com/reports/reports-and-papers/web-trends-report

The cloud-based Netbiscuits adaptive Web development Platform enables companies to quickly and easily create rich mobile Web experiences customized to every mobile device, whatever its global traffic share.

About the Web Trends Report

The Web Trends Report is based on an analysis of global Web traffic on the Netbiscuits Platform over the last six months from July 2012 to January 2013. The Netbiscuits Web Trends Report is based on a sample of over a billion pages and content items per month requested on the Netbiscuits Platform over the six months up to 31 January 2013.

About Netbiscuits

Netbiscuits is the global leader in software solutions for adaptive mobile Web experiences used by brands worldwide. Netbiscuits solutions are powered by the cloud-based Netbiscuits Platform - tools that help to reduce cost, time and risk in developing mobile Web applications to deliver a customized and superior mobile user experience across all mobile and connected devices. Netbiscuits hosts in excess of 300,000 mobile Web apps and sites on their platform, and are supported by a comprehensive ecosystem of Web infrastructure vendors and system integrators. Netbiscuits’ cloud platform efficiently and securely delivers a tailored mobile Web experience through industry leading testing and detection software and intuitive developer shortcuts to create and deploy rich features on both legacy mobile devices as well as the latest device and feature releases. Visit www.netbiscuits.com


Bite for Netbiscuits
Monique Sherman, 415-365-0402

Release Summary

Netbiscuits Quarterly Web Trends Report reveals enterprise need for a multi-screen, multi-channel strategy Tablet web traffic grows by a further 52% in six months, while Android device profiles doub


Bite for Netbiscuits
Monique Sherman, 415-365-0402