Twenty-one percent of mobile users start scrolling if a page has not loaded in nine seconds. And the 50 percent of people who scrolled have moved down 250 pixels, according to The Mobile Overview Report (MOVR) released this week.
The scrolling behavior has implications for designers and developers; headlines and other content is ignored as the user scrolls down the page. Advertisers and developers may want to explore other options for highlighting content that is not dependent on being at the top of page.
Published quarterly by ScientiaMobile, the free report takes a look at top mobile devices, usage trends, and operating systems. The report focuses on smartphones, tablets, and feature phones.
In addition, this quarter’s report spotlights mobile usage in India vs. the United States.
MOVR is based on data from from April 2015 to June 2015. In this quarter’s report, MOVR combined the World Bank Gross National Income per capita data with their data sets.
Key takeaways from the report include:
- Average time to complete loading a page on mobile devices is four seconds
- Scrolling behavior (users scrolling past headlines before a page completely loads) has implications for developers and designers. How can a page be loaded quickly so headlines aren’t bypassed?
— Deborah Edwards-Oñoro (@redcrew) August 11, 2015
- All continents have over 55 percent of users browsing from smartphones, though features phones are still used: Africa (12 percent), Asia (four percent), and South America (six percent)
- Tablet traffic is high in Europe (42 percent), Oceania (37 percent), and North America (34 percent)
- Samsung and Apple are the top two smartphone manufacturers on most continents
- Apple is the most used tablet, with over 50 percent in all continents except Africa and South America
- In North America, the iPhone 6 is the most popular device. In South America, the Moto G is the most popular device.
- Android holds 65 percent of the global smartphone OS market. Android 4.4 is the most used version (27 percent). Apple has 33 percent of the market , with iOS 8.3 the most popular version (16 percent). Windows Phone OS usage is third with 1.8 percent, and continues to drop.
- India has high feature phone usage (10 percent) compared to the United States (two percent)
- Smartphone usage is 77 percent in India, compared to 83 percent in the United States. Table usage is 7 percent in India vs. 22 percent in the United States
- Average mobile network usage in India is 49 percent, much higher than the United States at 34 percent
- In India, the most popular model of smartphone is Moto G, used by four percent of mobile users. Android has 89 percent of the smartphone market.
Download the MOVR report (PDF) for more details on worldwide mobile devices, usage, and capabilities.