Fueled by video, mobile internet traffic will skyrocket

Mobile data traffic will increase 13-fold by 2017.

Posted on Feb 7, 2013 by YuMe

Mobile data traffic will increase 13-fold over the next four years, reaching 11.2 exabytes per month, according to the Cisco Visual Index Global Mobile Data Traffic Forecast for 2012 to 2017.

In a statement released Tuesday, the IT solutions provider Cisco revealed its predictions are based on the growing number of people accessing the web on mobile devices like smartphones and tablets. The number of mobile internet connections on personal devices and machine-to-machine applications is expected to exceed the world’s population by 2017. Video makes up a major portion of data shared on phones and tablets, which sheds light on the advertising opportunity demonstrated by Cisco’s predictions.

Mobile traffic data increases

Smart device technology is constantly creating new gadgets that are becoming more affordable for a growing number of audiences. While iPhones and Samsung devices still hold the titles of most popular smartphones, hundreds of other options are hitting store shelves and online shopping carts, placing mobile internet into the hands of millions of people.

The 134 exabyte predictions is equal to 134 times the total internet traffic from both wired and mobile devices generated in 2000, Cisco explains. The company also equates the amount to 30 trillion images, with every person on earth viewing 10 images every day for one year, and 3 trillion video clips.

“By 2017, global mobile data traffic will continue its truly remarkable growth, increasing to reach an amount more than 46 times the total amount of mobile IP traffic just a few years ago in 2010,” said Doug Webster of Cisco. “We are rapidly approaching the time when nearly every network experience will be a mobile one and, more often than not, a visual one as well.”

“This trend is a result of the seemingly insatiable demand by consumers and businesses alike to achieve the benefits gained when connecting people, data, and things in an internet of everything,” Webster added.

A trend fueled by demand for video
In 2012, 2G supported 76 percent of global mobile device and machine-to-machine connections. By 2017 2G is expected to only support only one-third of connections, while 4G is expected to take over 45 percent of mobile data traffic. That means more people will be able to view video on phones that can support larger amounts of content, TechWeekEurope explains.

By 2017, mobile video is expected to represent 66 percent of global mobile data traffic, compared to 51 percent in 2012. This demonstrates the growing value video ads on mobile can bring to brands.