Analysing Ubiquisys.com – a typical B2B website in the telecoms industry
The Ubiquisys website and blog have been getting a lot of attention lately. Partly this is because femtocells and small cells are hot topics in telecoms; partly it’s because Ubiquisys has produced a steady stream of innovation and commercial milestones, and partly because Ubiquisys is a fast-growing venture-backed private company.
Anyway, for once this post isn’t about Ubiquisys, femtocells or femtocell technology. It’s about the breakdown of visitors to our website, and what it might tell us about mobile browsing behaviour.
I’ve been looking at the operating systems that have been used to visit our site over the past month. Ubiquisys.com has a surprisingly balanced international mix of visitors, with a slight bias towards countries with a mature or rapidly developing 3G/LTE mobile infrastructure. Here is the breakdown provided by Google Analytics:
The top three slices, representing more than 90% of visits, are from the main desktop/laptop operating systems: Windows, Mac and Linux. This is exactly as expected. But now let’s hide the top three to see what’s happening in mobile…
Now we get a clearer picture of the relative popularity of the different mobile operating systems used to visit our site. The first striking fact is that iPhone iOS is by far the most popular, but more striking is that iPad iOS is a strong number two, pushing Android into a distant third. In fact, Apple devices are used five times more frequently than Android.
Is this because Apple devices are used more frequently in a business context? Or is it because Apple users are more likely to use their devices for web browsing? Or is there something specific about the telecoms industry that produces this behaviour? We don’t have the data to know – yet.
More striking still is the tiny percentage of visitors using Blackberry and Symbian devices, which might illustrate the challenge faced by their respective owners to break into an increasingly web-centric smartphone market.
Windows Mobile is notable by its absence, which might simply be due to a reporting anomaly in Google Analytics. But, similar to BlackBerry and Symbian, I would expect the number to be very small.
You could argue that analysing a single B2B website doesn’t tell us a lot about anything, and the results may not be typical, even though they have been consistent month after month. But the data was so dramatic I thought I should share it. How do these stats compare to your site, and do you draw the same conclusions? I’d be interested to hear your take on this.