Mobile Web Metrics Report 2012

Transcription

Netbiscuits Mobile Web
Metrics Report
CONTENTS
1 EXECUTIVE SUMMARY ..............................................................................3
2 INTRODUCTION .......................................................................................4
3 DEVICE RANKINGS BY MARKET ..................................................................4
3.1 TOP 25 GLOBAL DEVICES BY TRAFFIC SHARE ..........................................5
3.2 DEVICE TRAFFIC SHARE BY COUNTRY ....................................................5
3.3 DEVICE TYPE TRAFFIC SHARE BY REGION ...............................................8
3.4 DEVICE TYPE TRAFFIC SHARE BY COUNTRY .............................................9
4 SMARTPHONE OPERATING SYSTEMS .........................................................11
5 CONCLUSIONS ......................................................................................15
6 ABOUT NETBISCUITS ..............................................................................15
7 CONTACT .............................................................................................16
8 ANNEX ................................................................................................17
8.1 TERMINOLOGY ................................................................................17
8.2 GEOGRAPHICAL SCOPE OF STUDY .......................................................17
© 2012 Netbiscuits GmbH
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1 EXECUTIVE SUMMARY
The Netbiscuits’ Mobile Web Metrics report is based on almost 4,000 unique devices that requested
over one billion pages and content items from mobile sites on the Netbiscuits’ cloud based Platform
in October 2012. It shows that diversification and fragmentation of the mobile web device landscape
is increasing. It continues to be driven by new device, browser and functionality launches from both a
hardware and software perspective. Enterprises must therefore consider and plan for challenges
when it comes to creating and delivering engaging web-based applications across mobile and
connected devices to incorporate various browsers and custom features. This report provides
valuable insights into what the end user environment looks like and what the implications are for
mobile strategies.
Here is a summary of the key findings:
•
Smartphones are the dominant mobile web access device globally and in seven of the
eight regional markets we tracked. Only in sub Saharan Africa is the feature phone the
dominant device.
•
Feature phones claimed more traffic share than tablets in seven of the eight markets we
tracked, including North America.
•
Device diversity continues as only two device categories have more than 5% traffic share
at a global level.
•
The top 10 devices account for only 56% of the global traffic share on the Netbiscuits
Platform.
•
Six Blackberry devices are amongst the top 25 devices based on global traffic share on
the Netbiscuits Platform and the Blackberry 8520 claimed fifth position. Support for
Blackberry will continue to be an important consideration.
•
In its first month on the market, the Apple iPhone 5 captured more than 2% of the global
traffic share. It already ranks seventh in global traffic share on the Netbiscuits Platform.
•
Globally, Android has a greater traffic share than iOS, while RIM achieved 10% traffic
share on the Netbiscuits Platform.
•
In North America, the Amazon Kindle Fire (Kindle 7) is amongst the top 25 devices.
•
In North America, the Apple iPhone 5 claimed fourth position, ahead of its global
position, in terms of Netbiscuits traffic.
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2 INTRODUCTION
By 2014, industry analysts predict that mobile users will surpass desktop users globally and this
substantially impacts their behavior. Customers’ expectations are high but equally expectations
relating to user experience vary from device to device. Consumer and employee habits are linked to
the devices and applications that they use on those devices. Enterprises must therefore develop a
robust mobile strategy in order to ensure that they can continue to engage with their customers and
remain competitive.
However, the market is both diversifying and fragmenting, meaning that there are more devices and
critically there are more operating systems and browsers running on these devices. At a global level,
the top ten device categories only reach 56.4% of users. Furthermore, within those device categories,
there are additionally many combinations of operating systems and browsers being used.
Without accommodating for this increasing complexity, enterprises will be unable to deliver
optimized experiences to their users. Problems could include slow loading times or an inability to
make use of all features and functionalities on a device. Our Mobile Web Metrics report tracks these
ongoing developments. It will provide key information to help you plan for and engage fully with
evolving mobile device trends.
3 DEVICE RANKINGS BY MARKET
To gain a complete picture of which devices consumers are using most to access the mobile web, we
calculated the top 25 devices by traffic share that make content requests from the Netbiscuits
platform.
At a global level, the Apple iPhone 3G, 3GS, 4 and 4S had the greatest traffic share on the Netbiscuits
platform (31.4%) amongst all devices in October 2012. However, within this category, 62.0% of
devices were running iOS 6, 24.9% were running iOS 5+ and 8.1% were running iOS 4+. We also
tracked 2.4% of devices in this category making requests on the Netbiscuits platform via the Google
Chrome browser. This follows Chrome infamously making it into the Apple iTunes App Store earlier
this year, despite Steve Jobs’ threat to “go thermonuclear war” on Google.
Samsung devices occupy second, third and fourth place with the Samsung GT-I9100 (Galaxy S2 and Z)
at 6.5% share of the Netbiscuits platform, followed by the Samsung Galaxy S3 at 3.9% and the GTI9000 at 2.9% share, all running various versions of Android.
Despite its difficulties, the Blackberry 8520 fifth in Netbiscuits’ global traffic share (2.9%) and overall
six Blackberry devices featured in the top 25.
Meanwhile, Apple’s iPhone 5, which was released in September 2012, quickly claimed seventh
position in global traffic share on the Netbiscuits platform (2.3%) and the Apple iPad sits in ninth
position overall. Interesting in the future will be the uptake of the Apple iPad mini following its
launch as well as the uptake of tablets generally. The iPad has already claimed second position in
three country markets that we evaluated.
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3.1 TOP 25 GLOBAL DEVICES BY TRAFFIC SHARE
Apple iPhone 3G, 3GS, 4, 4S
Samsung GT-I9100 (Galaxy S2, Galaxy Z)
Samsung GT-I9300 (Galaxy S3)
Samsung GT-I9000
Blackberry 8520
Google Android Phones (Nexus)
Apple iPhone 5
Apple iPod Touch
Apple iPad
Samsung GT-S5830
Blackberry 9300
HTC Desire HD
HTC Desire
Blackberry 9900
Blackberry 9800
Nokia Lumia 800
HTC Sensation 4G
SonyEricsson LT18i
Samsung GT-i9250
Samsung GT-N7000
Blackberry 9700
Motorola XT910
HTC One S
Blackberry 9780
Nokia N8-00
31.38%
6.46%
3.94%
2.88%
2.80%
2.69%
2.32%
1.61%
1.23%
1.10%
1.05%
0.97%
0.92%
0.86%
0.82%
0.76%
0.72%
0.64%
0.61%
0.60%
0.55%
0.55%
0.55%
0.52%
0.51%
Netbiscuits Mobile Web Metrics
October 2012
3.2 DEVICE TRAFFIC SHARE BY COUNTRY
We also looked at the top 10 devices by traffic share in specific countries and found that diversity in
smartphone traffic on the Netbiscuits platform is less prevalent in the United States in comparison to
other markets. Here, only one device category has more than 5% market share on the Netbiscuits
platform, the Apple iPhone 3G, 3GS, 4, 4S. Broadly in line with global splits, 66.4% of devices in this
category were running iOS 6, while 25.6% were running iOS 5+ and 6.0% were running iOS 4+. Similar
fragmentation existed in this category within all markets studied.
While the Apple iPhone 3G, 3GS, 4, 4S ranked first in all markets evaluated, the greatest diversity was
found in the UK and Singapore, where four device categories had more than 5% of traffic share on
the Netbiscuits platform. In the UK, two of these devices were Blackberry, the 8520 and 9300. In
Singapore, it was the Apple iPad that claimed second position, while Samsung devices, the GT-I9100
Galaxy S2/Galaxy Z and the GT-I9300 Galaxy S3, claimed third and fourth position respectively.
The Apple iPad was also second in Australia and France, while in Germany the Samsung GT-I9100
Galaxy S2/Galaxy Z and the GT-I9300 Galaxy S3 were second and third placed. These markets all
counted three device categories with more than 5% share.
Apple iPhone 5 entered at fourth position in the United States, a position matched also in Spain. Its
lowest ranking entry came in the UK, where it entered at ninth on the Netbiscuits platform.
5 / 18
Top 10 Devices - United States
36.36%
2.99%
Samsung GT-I9300 (Galaxy S3 )
2.67%
Apple iPhone 5
2.44%
Apple iPod Touch
2.42%
2.26%
Apple iPad
1.89%
Motorola XT910
1.83%
Samsung GT-I9000
1.62%
October 2012
Top 10 Devices - United Kingdom
Blackberry 8520
5.41%
Blackberry 9300
5.20%
Blackberry 9900
3.22%
3.21%
Blackberry 9700
2.54%
Blackberry 9800
2.51%
Apple iPhone 5
2.36%
Blackberry 9780
32.63%
7.69%
Metrics October 2012
1.73%
Top 10 Devices - Germany
37.84%
10.62%
6.16%
Samsung GT-I9000
Apple iPhone 5
4.20%
3.16%
1.73%
HTC Desire HD
1.72%
Samsung GT-S5830
1.65%
HTC Desire
1.49%
Apple iPod Touch
1.25%
Netbiscuits
Netbiscuits Mobile
MobileDevice
Web
Metrics
Metrics October
October 2012
2012
6 / 18
Top 10 Devices - France
Apple iPad
Apple iPod Touch
Apple iPhone 5
6.29%
3.01%
2.63%
2.30%
1.97%
Samsung GT-I9000
1.92%
Samsung GT-S5830
1.88%
Blackberry 8520
37.50%
7.73%
1.42%
Top 10 Devices - Spain
30.40%
7.57%
Samsung GT-S5830
4.47%
Apple iPad
3.70%
Samsung GT-S5570
3.65%
Samsung GT-I9000
3.26%
3.20%
Apple iPod Touch
SonyEricsson MT11i
2.33%
1.95%
1.40%
Top 10 Devices - Australia
44.57%
Apple iPad
6.36%
6.21%
Apple iPod Touch
3.49%
Apple iPhone 5
3.18%
2.89%
Samsung GT-S5830
1.98%
ZTE MTC918
1.62%
Samsung SGH-I727
2.39%
1.21%
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Top 10 Devices - Singapore
39.69%
Apple iPad
7.35%
6.03%
6.01%
Samsung GT-N7000
4.02%
Apple iPhone 5
3.91%
2.78%
Samsung GT-S5830
2.71%
Apple iPod Touch
1.17%
Samsung GT-I9000
0.91%
3.3 DEVICE TYPE TRAFFIC SHARE BY REGION
The types of devices generating traffic on the Netbiscuits Platform vary considerably by region. The
move to multi-device and therefore multi-screen web experiences will come with consumer
expectations that content will be continuous and relevant. This creates even more complex web
solution requirements. When we look at the traffic share on the Netbiscuits Platform of device types
globally, we see that smartphones dominate in every region with the exception of Sub-Saharan Africa
where feature phones are the predominate device. Forwards and backwards device compatibility is
therefore a key challenge that enterprises must also take into account.
Feature Phones
TVs and Settop Boxes
Tablets
Smartphones
Media Players
eReaders
Consumer Electronics
8 / 18
3.4 DEVICE TYPE TRAFFIC SHARE BY COUNTRY
On a country by country basis, feature phones claimed more traffic share on the Netbiscuits Platform
than tablets in seven of eight regional markets that we tracked, including North America.
United States
TVs & Settops
0.01%
F eature Phones
9.36%
Consumer
Electronics
0.03%
eReaders
0.00%
Media Players
2.33%
Tablets
4.84%
Smartphones
83.43%
F eature Phones
United Kingdom
TVs & Settops
0.01%
5.68%
eReaders
0.00%
Consumer
Electronics
0.06%
Media Players
1.37%
Tablets
3.00%
Smartphones
89.88%
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Germany
F eature Phones
TVs & Settops
0.00%
Tablets
2.73%
Consumer
Electronics
0.04%
Media Players
1.26%
eReaders
4.22%
0.01%
Smartphones
91.74%
Consumer
Electronics
0.04%
F eature Phones
France
TVs & Settops
4.67%
0.00%
eReaders
0.00%
Media Players
2.63%
Tablets
10.65%
Smartphones
82.00%
Spain
TVs & Settops
0.00%
F eature Phones
4.33%
eReaders
0.01%
Tablets
6.20%
Consumer
Electronics
0.03%
Media Players
1.95%
Smartphones
87.46%
10 / 18
F eature Phones
Australia
TVs & Settops
Consumer
Electronics
0.02%
4.58%
0.00%
eReaders
0.00%
Media Players
3.49%
Tablets
7.99%
Smartphones
83.91%
F eature Phones
Singapore
TVs & Settops
5.21%
0.00%
Consumer
Electronics
0.02%
eReaders
0.01%
Media Players
1.17%
Tablets
9.28%
S martphones
84.32%
4 SMARTPHONE OPERATING SYSTEMS
In looking at the traffic share of mobile operating systems on the Netbiscuits Platform, we see that
there is a close race between Google’s Android OS and Apple’s iOS, with Android coming out ahead
globally. This is different from our 2011 H2 Mobile Web Metrics Report, where iOS’s traffic share was
the largest on the Netbiscuits Platform, accounting for 39.8% of traffic. Its share is now 37.7%.
Android meanwhile has grown from 34.7% to 43.0%.
We also see that RIM OS still has 10% of the global smartphone traffic share on our platform, while
Symbian has declined substantially to represent 4.7% of traffic on the Netbiscuits platform.
4.1 SMARTPHONE OS TRAFFIC SHARE BY REGION
Android comes out ahead in six of the eight regions we tracked, with the most substantial leads over
iOS in Asia Pacific (developing), Eastern Europe and South and Central America.
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WebOS
bada
meego/maemo
PalmOS
Windows Phone
Windows Mobile
Symbian
RIM OS
iOS
Android
October 2012
4.2 SMARTPHONE OS TRAFFIC SHARE BY COUNTRY
In doing a country by country examination of smartphone traffic share on the Netbiscuits Platform,
we see that within the seven markets evaluated, Android has its biggest lead over iOS in Spain and
iOS has its biggest lead in Australia.
United States
PalmOS
0.01%
meego/maemo
0.00%
RIM OS
2.62%
iOS
46.00%
bada
0.02%
webOS
0.06%
Windows
Mobile
0.07%
Windows
Phone
0.84%
Symbian
0.57%
Android
49.82%
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United Kingdom
web OS
0.01%
Symbian
1.10%
Windows
Mobile
0.02%
Windows
Phone
1.90%
Android
26.15%
RIM OS
31.81%
bada
0.07%
iOS
38.93%
meego/maemo
0.01%
Palm OS
0.00%
Germany
PalmOS
0.00%
RIM OS
0.61%
Symbian
2.19%
Windows
Mobile
0.05%
webOS
0.10%
Windows
Phone
1.94%
meego/maemo
0.03%
Android
49.80%
iOS
44.69%
bada
0.59%
France
webOS
Symbian
0.04%
PalmOS 2.94%
0.02%
meego/maemo
0.10%
RIM OS
8.89%
Windows
Mobile
0.10%
Windows
Phone
2.26%
Android
35.80%
iOS
48.54%
bada
1.30%
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Spain
RIM OS Symbian
PalmOS 4.80% 3.17%
0.00%
webOS
0.08%
Windows
Mobile
0.08%
Windows
Phone
1.73%
meego/maemo
0.04%
Android
53.20%
iOS
36.32%
bada
0.58%
Australia
PalmOS
0.00%
meego/maemo
0.13%
RIM OS
0.68%
Symbian webOS
2.33%
0.00%
Windows
Mobile
0.05%
Windows
Phone
1.94%
Android
37.78%
iOS
56.92%
bada
0.17%
Singapore
PalmOS
0.02%
webOS
RIM OS Symbian
0.00%
1.39% 2.79%
Windows
Phone
0.77%
meego/maemo
0.08%
Windows
Mobile
0.04%
Android
42.97%
iOS
51.69%
bada
0.25%
14 / 18
5 CONCLUSIONS
Our data shows that device proliferation and changes in web usage are global trends that enterprises
must account for in order to ensure that their customers receive a superior and consistent
experience, regardless of device or platform. While the overall trend is global, the prevailing local
conditions and therefore expectations vary considerably by region and by country
The opportunity to differentiate from a competitive standpoint lies in an enterprise’s ability to
harness smartphone fragmentation and device diversity in order to serve content that drives
engagement and revenues with customers and is part of a drive towards productivity with
employees.
This report demonstrates that a mobile web solution should not only be developed for one device or
one browser. For enterprises, maximizing this opportunity can be achieved by leveraging an adaptive
platform solution like Netbiscuits, which allows a mobile web site or app to be built once and
adapted to any device, browser and custom feature set automatically. The more adaptive the mobile
user experience, the higher the engagement and the better the results.
The Netbiscuits Platform provides a comprehensive solution to enable enterprises to build and
deploy web apps and sites across all devices by adapting web content for a particular device
throughout the user journey. Our suite of enterprise-class features deliver a better user experience
that increases engagement and response more easily, quickly and with more scalability than anyone
else. Within any global enterprise, there are executives and decision makers who need to capitalize
on the mobile opportunity in order to achieve success at the corporate and departmental levels
across all lines of business. But the mobile industry moves so fast, it can be hard to grasp how to
achieve success while increasing ROI, controlling costs, and maintaining security.
6 ABOUT NETBISCUITS
Netbiscuits is the global leader in software solutions for adaptive web development used by
enterprises worldwide, and daily by more than 15,000 professional developers and over 100 partners
around the world. 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. The Netbiscuits
Platform is supported by a comprehensive ecosystem of web infrastructure vendors and system
integrators through our easy to use APIs and IDEs integration tools. Netbiscuits’ Cloud platform
efficiently and securely delivers a tailored web mobile 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. Netbiscuits Platform enables
superior analytics, hosting and monitoring solutions allowing our customers to optimize and
maximize user impact and web monetization.
To learn more, please go to Netbiscuits.com or follow us @netbiscuits.
15 / 18
7 CONTACT
Customer Inquiries
Netbiscuits EMEA
+49 631 68036 100
sales_emea@netbiscuits.com
Netbiscuits NA
+1 646 794 4375
sales_us@netbiscuits.com
Netbiscuits APAC
+65 6777 8337
sales_apac@netbiscuits.com
Media & Analyst Inquiries
Netbiscuits Marketing
+44 207 182 4600
marketing@netbiscuits.com
16 / 18
8 ANNEX
8.1 TERMINOLOGY
Industry definitions vary considerably and can consequently cause difficulties when evaluating
statistics. In order to provide clarity, Netbiscuits uses consistent terminology throughout the report:
Term
Smartphone
Web Access
Traffic share
Diversification
Fragmentation
Definition
We consider smartphones to be devices with cellular phone
capabilities. Hence, traffic from media tablets or media players has
not been taken into account for any statistic on smartphones
presented in this report.
For this report we classified the following devices as smartphones:
Phones based on any version of Apple iOS, Google Android, RIM
BBOS, Samsung bada, or Microsoft Windows Phone/Mobile. Nokia
phones with Series 60, 80, or 90 user interfaces, plus devices based
on Symbian^1, ^2, or ^3/Anna and phones running Maemo or
MeeGo. Last but not least, phones based on HP WebOS and PalmOS.
Measures phones that have access to a web browser on the device.
Share of the number of pages and content items delivered by the
Netbiscuits Platform to a device. Requests generated by bots,
desktop browsers and mobile device emulators have intentionally
been excluded to give a more realistic overview.
Refers to the differences between device classes such as
smartphones, tablets, PCs, kiosks, in-car installations, digital signage
etc.
The differences between devices within a given device class.
8.2 GEOGRAPHICAL SCOPE
Information was segmented into eight regions for the purposes of this study:
•
•
•
•
•
•
•
•
Asia Pacific (developed markets)
Asia Pacific (developing markets)
Eastern Europe
Middle East and Northern Africa
North America
South and Central America
Sub Saharan Africa and
Western Europe
Additional country detail is provided for the United States; United Kingdom, Germany, Spain and
France, in Western Europe and Australia and Singapore in Asia Pacific.
Countries included in each of the regional splits are as follows:
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Asia-Pacific (developed): Australia, Hong Kong, Japan, Republic of Korea, Macau, Marshall Islands,
Federated States of Micronesia, New Caledonia, New Zealand, Singapore, Taiwan
Asia-Pacific (developing): Afghanistan, American Samoa, Bangladesh, Bhutan, Brunei Darussalam,
Cambodia, China, Christmas Island, Cocos (Keeling) Islands, Cook Islands, Fiji, French Polynesia,
Guam, India, Indonesia, Kazakhstan, Kiribati, Democratic People's Republic of Korea, Kyrgyzstan, Lao
People's Democratic Republic, Malaysia, Maldives, Mongolia, Myanmar, Nauru, Nepal, Niue, Norfolk
Island, Northern Mariana Islands, Pakistan, Palau, Papua New Guinea, Philippines, Pitcairn, Samoa,
Solomon Islands, Sri Lanka, Tajikistan, Thailand, Timor-Leste, Tokelau, Tonga, Turkmenistan, Tuvalu,
Uzbekistan, Vanuatu, Vietnam, Wallis and Futuna
Eastern Europe: Albania, Armenia, Azerbaijan, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia,
Czech Republic, Estonia, Georgia, Hungary, Kosovo, Latvia, Lithuania, Macedonia, Republic of
Moldova, Montenegro, Poland, Romania, Russian Federation, Serbia, Slovakia, Slovenia, Turkey,
Ukraine
Middle East and Northern Africa: Algeria, Bahrain, Egypt, Islamic Republic of Iran, Iraq, Israel, Jordan,
Kuwait, Lebanon, Libyan Arab Jamahiriya, Morocco, Oman, Palestinian Territory, Qatar, Saudi Arabia,
Sudan, Syrian Arab Republic, Tunisia, United Arab Emirates, Yemen
North America: Bahamas, Bermuda, Canada, Greenland, Saint Pierre and Miquelon, United States,
Virgin Islands (U.S.)
South and Central America: Anguilla, Antigua and Barbuda, Argentina, Aruba, Barbados, Belize,
Bolivia, Brazil, Cayman Islands, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic,
Ecuador, El Salvador, Falkland Islands (Malvinas), Grenada, Guadeloupe, Guatemala, Haiti, Honduras,
Jamaica, Martinique, Mexico, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Peru,
Puerto Rico, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, Trinidad
and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, British Virgin Islands
Sub-Saharan Africa: Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central
African Republic, Chad, Comoros, Congo, The Democratic Republic of the Congo, Cote D'Ivoire,
Djibouti, Equatorial Guinea, Eritrea, Ethiopia, French Guiana, Gabon, Gambia, Ghana, Guinea,
Guinea-Bissau, Guyana, Kenya, Lesotho, Liberia, Madagascar, Malawi, Mali, Mauritania, Mauritius,
Mayotte, Mozambique, Namibia, Niger, Nigeria, Reunion, Rwanda, Saint Helena, Sao Tome and
Principe, Senegal, Seychelles, Sierra Leone, Somalia, South Africa, Swaziland, United Republic of
Tanzania, Togo, Uganda, Zambia, Zimbabwe
Western Europe: Aland Islands, Andorra, Austria, Belgium, Cyprus, Denmark, Faroe Islands, Finland,
France, Germany, Gibraltar, Greece, Guernsey, Holy See (Vatican City State), Iceland, Ireland, Isle of
Man, Italy, Jersey, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San
Marino, Spain, Svalbard and Jan Mayen, Sweden, Switzerland, United Kingdom
Content requests originating from Antarctica, French Southern Territories, Heard Island, McDonald
Islands, South Georgia Islands and South Sandwich Islands as well as from anonymous proxies and
satellite providers have not been matched to any of the classified regions.
18 / 18

Mobile Web Metrics Report 2012

Transcription

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