Cisco Systems released its Visual Networking Index and Global Mobile Data Traffic Forecast Tuesday with several predictions and growth trends that marketers planning mobile campaigns should keep in mind.
Mobile data traffic will grow at a compound annual growth rate (CAGR) of 57% from 2014 to 2019, reaching 24.3 exabytes per month by 2019. Cisco estimates there will be 11.5 billion mobile-connected devices by 2019 -- including M2M modules, similar to programmatic ad servers -- exceeding the world’s projected population at that time of 7.6 billion.
Globally, smart devices will make up 54% of mobile devices by 2019, up from 26% in 2014. About 97% of the mobile data traffic will originate from these devices, up from 88% in 2014.
Accommodating the data traffic means mobile network connection speeds will need to increase. The average mobile network speed, 1.7Mbps in 2014, will reach nearly 4.0 megabits per second by 2019. By 2016, average mobile network connection speed will surpass 2.0Mbps. These speeds will become important to platforms, specifically programmatic, when serving advertisements across the Web.
Nearly three-fourths of the world’s mobile data traffic will be video by 2019 -- a big reason why Orabrush officially spun off its Molio video marketing company this week. Mobile video will increase 13-fold between 2014 and 2019, accounting for 72% of total mobile data traffic by the end of the forecast period.
The average smartphone will generate 4.0 GB of traffic monthly, up from 819MB per month in 2014. By 2019, aggregate smartphone traffic will become 10.5-times greater than it is today, with a CAGR of 60%.