Data Reveals Mobile Ad Reach Has Doubled

  Data Reveals Mobile Ad Reach Has Doubled

Latest Citrix Mobile Analytics Report and Consumer Survey Illustrate Attitudes
                 and Impact of Ads, Gaming, Social Networking

Business Wire

SANTA CLARA, Calif. -- February 20, 2014

Today, Citrix released the Citrix Mobile Analytics Report for the first
quarter of 2014. The Mobile Analytics Report provides insight into subscriber
behavior and related factors that determine quality of experience (QoE) for
mobile data services. This quarter’s report is being released in conjunction
with a mobile data subscriber survey commissioned by Citrix. Key findings from
this quarter’s report and survey include:

Mobile Ads Getting More “Air Time”

Citrix has discovered that mobile advertisements now reach an audience almost
double that reached in 2013. Even with such growth, mobile ads generate less
than two percent of a subscriber’s daily mobile data volume and only
one-in-twenty subscribers are currently served video ads. Citrix projects
dramatic growth in the number of subscribers touched by video ads and the data
volume attributable to video ads. Such growth will be driven, in part, by such
dynamics as auto-play for video ads, as introduced by Facebook in December
2013. Interestingly, 59 percent of Citrix consumer survey respondents believe
that mobile ads do not count towards their monthly data quota.

Mobile Health Apps are Off and Running

Health apps are one of the fastest growing mobile application categories.
According to the consumer survey, 52 percent are using their mobile health
apps more now, as compared to when it was first downloaded. Within the health
category, the top 10 most popular by subscriber usage are related to fitness
and running, weight loss and nutrition, and women’s health. With the rise of
wearable devices such as FitBit, Nike+, and Pebble, Citrix predicts an
increasing impact of health apps on overall network data traffic as these
devices integrate more fitness and mobile health apps into their
functionality.

Mobile Subscribers Have a Crush on Games

Three factors contribute to the network load generated by mobile games:
popularity, embedded video content and addictiveness – the overall time spent
playing the game. In fact, 68 percent of Citrix consumer survey respondents
would categorize themselves as being “slightly addicted” to at least one game
on their mobile device. With 10 percent of mobile subscribers already playing
network-connected games, growth is expected to climb in this popular app
category.

Social Networks Embrace Video

Twitter’s introduction of video sharing site Vine last year and the
integration of video into Facebook’s Instagram have driven a dramatic increase
in social video sharing. As a consequence, the data content on social networks
now consists of 32 percent video, while images contribute 63 percent and text
contributes five percent. With regards to its contribution to subscribers’
daily mobile data volume, social networking consumes eight percent on average,
although this percentage fluctuates significantly by operator and region. For
example, social network data traffic in Europe and the United States is
responsible for 18 and 16 percent, respectively, of all data volume. In
contrast, only four percent of overall data traffic is attributable to popular
social networking sites in the Asia-Pacific region.

“The Mobile Analytics Report serves, in part, as an early warning system for
mobile operators’ network, marketing and customer care organizations,
providing insight into potential network pitfalls and opportunities to deliver
exceptional subscriber experiences,” said Mark Davis, senior director of
Product Marketing, Service Provider Platforms at Citrix. “In many regions,
consumers now expect wired-like performance on their mobile device and, when
they don’t get that performance; their frustration is directed at the
operator. But a great subscriber experience is just the start. Operators
looking to transform their businesses need to understand data usage such as
that detailed in the report, and find ways to translate that understanding
into incremental revenue.”

Methodology

The findings in the Citrix Mobile Analytics Report are generated from the
ByteMobile mobile data traffic reporting solution. The Mobile Analytics Report
anonymously source data traffic statistics from 3G and 4G networks of the
Citrix global tier-one customer base.

The consumer survey was conducted by Wakefield Research on behalf of Citrix.
For more information, visit
http://www.citrix.com/products/bytemobile/overview/reports.html.

About Citrix

Citrix (NASDAQ:CTXS) is a leader in virtualization, networking and cloud
infrastructure to enable new ways for people to work better. Citrix solutions
help IT and service providers to build, manage and secure, virtual and mobile
workspaces that seamlessly deliver apps, desktops, data and services to
anyone, on any device, over any network or cloud. This year Citrix is
celebrating 25 years of innovation, making IT simpler and people more
productive with mobile workstyles. With annual revenue in 2013 of $2.9
billion, Citrix solutions are in use at more than 330,000 organizations and by
over 100 million people globally. Learn more at www.citrix.com.

For Citrix Investors

This release contains forward-looking statements which are made pursuant to
the safe harbor provisions of Section 27A of the Securities Act of 1933 and of
Section 21E of the Securities Exchange Act of 1934. The forward-looking
statements in this release do not constitute guarantees of future performance.
Those statements involve a number of factors that could cause actual results
to differ materially, including risks associated with the impact of the global
economy and uncertainty in the IT spending environment, including in revenue
growth and recognition of revenue, products and services, their development
and distribution, product demand and pipeline, economic and competitive
factors, including risks associated with international growth and IT
consolidation, as well as other risks detailed in the Company's filings with
the Securities and Exchange Commission. Citrix assumes no obligation to update
any forward-looking information contained in this press release or with
respect to the announcements described herein.

Citrix® and ByteMobile® are trademarks, service marks and/or registered
trademarks of Citrix Systems, Inc. in the United States and other countries.
All other trademarks, service marks and product names used herein are the
property of their respective owners.

Contact:

Citrix
Stacey Keegan, 408-567-4079
stacey.keegan@citrix.com
Twitter: @ByteMobile, @CitrixPR
 
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