Motorola Analysis: North American Usage Share Closing in on HTC – Moto X Growth Steady

Motorola Analysis: North American Usage Share Closing in on HTC – Moto X Growth Steady

  • 12 November 2013

Moto X was released in August 2013 and is largely regarded as the first new, flagship-type Motorola device since the company was acquired by Google in 2012. While the Moto X was not loaded with a bevy of “cutting edge” features, it was priced below most new flagship smartphones, and its look and feel were able to be extensively customized by AT&T customers through the Moto Maker website – a feature which rolled out to all major U.S. carriers on November 11, 2013.

Web traffic generated by Moto X users continues to grow following its initial release earlier this year, with a steady increase in Web traffic share over the month of October 2013. For clarity, Chitika Insights plotted Moto X’s share as a function of total Motorola smartphone traffic.

To quantify the usage share of Moto X and other Motorola devices, Chitika Insights sampled tens of millions of U.S. and Canadian online ad impressions running through the Chitika Ad Network. The data used within the most recent analysis were drawn from impressions catalogued across the time frame of October 1 through October 31, 2013. Data points are plotted on the basis of a seven-day rolling average. Each point represents the average usage share over the previous seven day time period.

To provide some additional context, Chitika Insights also examined the share growth of Motorola smartphone Web traffic in North America. Interestingly, aggregating the traffic from all Motorola smartphones also shows a steady increase in the Web usage share.

Looking at this from a competitive angle, Motorola’s October usage growth in North America has contributed to its share closely approaching that of HTC, as seen below:

With HTC still struggling to find a new “hit” smartphone in the North American market, combined with Motorola’s slate of new product releases, it is reasonable to assume that Motorola usage share will likely surpass HTC’s share in the near future. Should this occur, it would mean that Motorola users are generating the second-largest amount of continental Android Web traffic next to Samsung. As July numbers showed, Motorola and all other Android players still have a lot of ground to make up in order to catch Samsung, but Motorola taking the number two spot would exemplify the upward trajectory its usage share has taken of late on the heels of the Google takeover and its new device lineup. Additionally, the expansion of carriers offering Moto Maker customization may further increase Moto X’s impact within the marketplace as we head into the holiday shopping season.