The average volume of mobile video traffic has grown by 10 percent during the past 12 months, according to the Mobile Analytics Report -- February 2012 published by Bytemobile (News - Alert), a provider of video optimization solutions for mobile network operators.
While the average volume of video traffic has grown to 50 percent, in certain networks, the traffic is up to 69 percent of the total traffic, the report said.
"Our latest Mobile Analytics Report substantiates anecdotal evidence that demand for mobile content continues to grow. As devices continue to get smarter -- with faster processors, more memory and bigger, sharper screens -- content consumption, particularly video, continues to grow aggressively," said Chris Koopmans, chief operating officer, Bytemobile, in a statement.
"The report also demonstrates very clearly that carriers use optimization techniques to keep up with exploding traffic demand, while continuing to deliver a superior user experience," Koopmans added.
Social media sites YouTube (News - Alert) and Facebook contribute for a major share of the video content over mobile network.
The average time a user spends on YouTube and Facebook is roughly the same- about nine minutes per session; however, YouTube generates a staggering 350 times more traffic. To be precise, a smartphone user spends an average of 4.57 minutes per session on Twitter (News - Alert), 8.51 minutes per session on YouTube and 9.06 minutes per session on Facebook.
Further the report found that an iPad user generates three times the data traffic that an iPhone (News - Alert) subscriber does. The majority of the video traffic generated by these iOS devices comes from three native Apple apps -- Media Player, Safari and App Store/iTunes. Among these, Safari accounts for over 60 percent of the transactions between the device and the network.
Meanwhile Android devices contribute for more advertising transactions and corresponding data volume on mobile networks. Google (News - Alert) contributes most for the mobile data traffic produced by advertisements, with an average of 75 percent of the total ad-generated data.
Recently TMCnet reported that mobile video is increasingly being used in marketing campaigns. However, to reach the target, marketers need to create more impressive content to make them more engaging.
Edited by Stefanie Mosca