Time Spend On Phablets Up 334%: Study

by CXOtoday News Desk    Jan 06, 2016


Looking back at 2015 it can be clearly said that mobile continues to be a part and parcel of our daily lives. While several mobile trends dominated last year and will continue to do so in the current year, and beyond, a new review report from Flurry, the research wing of Yahoo observes that “Phablets” are set to become dominant by the end of this year. The phablet category includes devices like the iPhone 6s Plus and Samsung Galaxy Note. What that means is more people will be reading news, watching video, listening to music and consuming other types of content on these larger format smartphones than on other media devices, including, PCs and TVs.

Flurry research also states, the time users spent on phablets increased 334 percent year-over-year, which was 2.9 times more than the average growth of 117 percent for all device sizes. 

Specifically, phablet users were found to engage with media apps more than the average user. In 2015, growth for news and magazine apps on phablets was 4.8x higher than that of all devices combined, while growth for sports apps and music, media and entertainment apps was 4.6x and 4x higher on phablets than that of all devices combined, respectively.

Flurry found 27 percent of all new devices activated for Christmas in 2015 were phablets, which is an increase from 13 percent in 2014, and from four percent in 2013. For Android specifically, 50 percent of all new devices activated for Christmas in 2015 were phablets. If this growth trend continues, Flurry predicts phablets will account for 59 percent of all smart devices worldwide by Q2 2017.

phablet growth

“The larger format smartphones appear to drive more consumption and more engagement overall. That makes sense because the larger screen makes for a more versatile device,” said the reseatch.

Phablet popularity has translated to a significant growth rate in the way people access apps on those devices. For instance, Flurry found that between 2014 and 2015, use of news and magazine apps on phablets was up 721% year-over-year, compared to 135% across all mobile devices, including phablets. Use of sports apps was up 274% on phablets during the same period. The research firm, which bases its information by tracking app usage on 2.1 billion smart devices around the world, found that total mobile device usage was up 58% in the last year. 

Flurry therefore predicts that by the end of this year, Phabets will be the dominant form factor in the mobile device category. The marketing implications of Phablet dominance are immediate and obvious. These devices will eventually drive more mobile commerce. Experts also believe that larger devices will boost mobile web usage and mobile search accordingly.