Device usage gets more complex
Net Biscuits finds applying a single global view is no longer possible when it comes to device usage
The importance of access to fully functional websites on mobile devices continues to grow, yet it is being made harder by the rise of new device categories and regional variations. And this complexity will only grow amid increased variety within vendor portfolios, more device types and screen sizes, evolving browser standards and new operating systems. According to research from mobile software firm Net Biscuits, which analyses a sample of more than a billion hits a month on its Cloud Platform, these changes are forcing firms to think long and hard about how to serve experiences to customers.
What this research shows is that more than ever, applying a single global view is no longer possible and certainly not productive. The issue is compounded by the fluctuating fortunes of the worldâs major phone manufacturers; it is now too risky to invest too much resource into one screen size, device or operating system. Stats from the Web Trends Report Q3 2013 tell a story themselves. Within the top 100 devices covered in the report, Apple appears to be losing its grip on the smartphone market, with its overall market share declining marginally from 47% to 46% over a 12-month period.
Samsung has seen its share increase from 20% to 28%, while HTC, Nokia and BlackBerry have all seen a decline. Knowledge of what devices access websites at a local level is needed more than ever to execute an effective global mobile strategy. Apple represents more than 52% of traffic from North America on the Netbiscuits Cloud Platform, but its share is lowest in Middle East and Africa where Nokia has its greatest share at 36%.
Samsungâs greatest share is in Western Europe, where it represents 33% of total hits on the Cloud Platform. The greatest proportion of other vendors (21%) was recorded in Asia Pacific, where local firms are more prevalent in specific territories, such as Indian vendors Micromax and Karbonn and Chinese vendors Yulong and Xiaomi. With the type of devices dictating the kind of features and functionalities which can be offered, greater segmentation is paramount. Planning for roll-out on certain screen sizes is becoming less predictable too. There are now 26 unique screen sizes within the top 100 devices, ranging from 2.36-inches, to 10.1 inches. 42 out of the top 100 devices are between 4 and 5-inches, the reports finds.