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Kanye's Ego vs. Mobile Video Consumption Which is BiggerAnything that can stand toe-to-toe with Kanye West’s ego in a battle to see which is bigger must be pretty ginormous, if I don’t say so myself. But there may be something — and just one thing — that is truly every bit as gargantuan as the celebrated but controversial rapper’s larger-than-life ego. And that’s the size of today’s mobile video market.

On Tuesday morning, NativeMobile was privy to an advance look at the new Citrix Mobile Analytics Report, which includes trends on everything from device type to when certain apps are used during the day with intriguing implications for users and companies that manage employee devices and data plans.

But, without question, one of the standout facts to emerge from the new report is the exploding popularity and adoption of mobile video.

“As mobile data consumption grows, the mobile user experience is, increasingly, a video experience,” the report summary shared with NativeMobile reads. “To illustrate, the top five mobile games ranked by data volume now all contain video, compared to only two of the top five in Q1 2014.”

As video becomes ubiquitous on mobile, Citrix believes that video optimization will “play a key role in ensuring an acceptable experience for both consumers and enterprises.”

Other findings that are worth noting include:

  • Mobile subscribers have more than doubled the amount of sports video content they consume over mobile in just six months, from 21% in Q3 2014 to 50% in Q1 2015.
  • Bigger device = More data. iPhone 6 Plus subscribers generate the most data volume, double that of an iPhone 6.
  • A mobile data subscriber is typically engaged for 4.6 minutes at a time. Engagement periods peak at noon, 9 pm and 10 pm, when engagement can stretch to nine minutes.
  • The number of enterprise-managed devices has increased 72 percent year-over-year.

“The line between personal and business mobility continues to blur as people routinely use the same smartphones and tablets across every part of their lives. It’s no longer possible to maintain artificial boundaries of personal and business mobility,” says Chris Fleck, Vice President of Mobility Solutions and Alliances at Citrix.

To access a wealth of additional insights, check out the complete Citrix Mobile Analytics Report published moments ago here.

Oh, and for the record, we think Kanye’s ego is still bigger.

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