OCTOBER 2014 - WEB TRENDS
ORANGE, THE LEADING INTERNET SERVICE PROVIDER, GROWS IN APPS TRAFFIC
Published on the 11/12/14 – ISPs are trading legal barbs, allegedly blocking or slowing bandwidth for each others’ services, and buying each other out. With all this taking place in the background, the atmosphere of the Internet service provider market is not settling down – far from it. In terms of price, coverage and broadband speed, Internet service providers are waging a merciless war. At the end of 2014, Orange clearly dominates the market in France, especially as far as website traffic is concerned, followed by its two main challengers, SFR and Free.
Perimeter and methodology
- Study carried out from the 1st to the 31st October 2014
- Cross-section of 6,449 websites and 692 applications
We are interested in the average distribution of visits, by Internet Service Provider, which have been recorded by a certain cross-section of websites, including responsive design sites and except mobile sites, and applications. In order to establish the cross-section to be used as part of a study, a website or an application are only used if the selection criteria, which have been established previously, are respected. These criteria are very strict and their aim is to remove any websites/applications which have an anecdotal audience, a chaotic audience, or whose collected data underlines a dysfunction in the measurement. Only websites/applications whose traffic has been mainly generated within France are considered. In addition to this, only visits to these websites/applications which have been generated within France are considered. We calculate average traffic distribution per website/application. For each website/application, the visit share for each Internet Service Provider corresponds to the total number of visits of the analysed Internet Service Provider compared to the overall number of visits for all Internet Service Provider combined over a given period.
More than one-third of visits to websites and applications through Orange
The following graph shows an estimate of the average traffic distribution recorded by websites, including responsive design sites, and applications in France in October 2014 by the different Internet Service Providers. Traffic from mobile network operators, traffic coming from a mobile virtual network operator or MVNO, is included as part of the owner-operator network data.
Orange has a higher share on websites than on applications:
- 38.0% of website traffic came via Orange vs. 33.4% of apps traffic.
SFR and Free, 2nd and 3rd respectively, have a stronger presence on apps:
- SFR: 22.6% on apps traffic vs. 19.3% on websites.
- Free: 20.3% on apps traffic vs 18.7% on websites.
- Although Free is ahead of SFR in terms of number of subscribers, SFR is 2nd in visit share.
A twice higher share for Bouygues Telecom on apps than on websites:
- 16.6% on apps traffic vs. 7.9% on websites.
- 3.7% on website traffic vs. 2.9% on apps.
Websites: in the top 5, only Bouygues Telecom gains ground
The following graph shows an estimate of the average traffic distribution recorded by websites, including responsive design sites, in France from October 2013 to October 2014 by the different Internet Service Providers.
With a 38% visit share in October 2014, Orange lost 1 point over the last 12 months:
- Seasonal effect: +0.8 points in July and +0.6 points in August 2014. In September, Orange’s visit share went back to its June level.
SFR and Free lost ground in one year on websites:
- SFR: -1.4 points between October 2013 and October 2014.
- Free: -0.7 points between October 2013 and October 2014 with a higher loss during the summer, maybe because they do not have a key 3G/4G offer on their catalogue.
The winner is Bouygues Telecom with a 1.4 point gain between October 2013 and October 2014. Numericable remained stable in October 2014 vs. October 2013.
When Orange increases in apps traffic
The following graph shows an estimate of the average traffic distribution recorded by applications in France from October 2013 to October 2014 by the different Internet Service Providers.
Orange, the leading operator, increased by almost 1 point over the last 12 months with a peak during the summer. SFR lost 1.2 points in one year. Free and Bouygues remained stable in October 2014 vs. October 2013:
- The Free users are less prone to being connected during the summer, Free lost 0.3 points in July and 0.8 points in August. In October, Free recovered its June apps traffic level.
Numericable lost a little ground with -0.2 points over the last 12 months.
With 38% of traffic in October 2014, Orange is largely ahead in the Internet service provider market which has been quite stable over the last 12 months. It is largely ahead of its two closest challengers, SFR (19.3%) and Free (18.7%), followed by Bouygues (7.9%) and Numericable (3.7%). The only one to grow in website traffic is Bouygues Telecom, which gained 1.4 points in one year. Orange is also the leading operator in terms of apps traffic as well, and increased by almost 1 point in one year. We are wondering how Numericable will establish its place in the market with the purchase of SFR. The new Numericable-SFR becomes number 2 in the market, behind Orange and ahead of Free in terms of number of subscribers. Moreover, the go-ahead from French competition authorities regarding Numericable’s planned acquisition of Virgin Mobile France could reinforce its position in the market.
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