Phablets--mobile devices that are larger than smartphones, but smaller than tablets--are no passing consumer fad. While the name is less than stellar, the devices, themselves, are pretty cool. No wonder that phablet use is growing (see “ADI: Large-Screen Smartphone Browsing On Rise; Wi-Fi Topples Cellular” for details).
Some context: Devices made for the Android platform have been offered in the phablet size for some time, and, earlier this week, Apple announced it would begin to sell two phablet iPhone 6 models, measuring 4.7 inches and 5.5 inches. Apple and other phablet makers clearly recognize that the explosion of the visual Web has pushed consumers to opt for these larger screen devices.
Our roundup of stats also shows that phablets will soon become very important to marketers, who are increasingly interested in reaching consumers on the go.
1. While just 20 million of the 980 million smartphones shipped globally in 2013 were phablets, that number is predicted to lift 600 percent to reach 120 million by 2018.
2. A new study found that nearly half of global consumers who are looking to buy a new smartphone this year would prefer a bigger screened phablet.
3. Currently, phablets represent 10 percent of all devices.
4. There is a strong user movement toward larger screen devices—that is, greater than four inches in size—which are driving 30 percent of smartphone Web traffic, up from just 19 percent last year. In contrast, Web browsing by smaller screen phones (four inches or less) is down 11 percent, year-over-year.
5. By 2018, phablets will generate $116.4 billion in revenue for OEMs.
6. Samsung is currently, by, far the most dominant force in the large-screen display smartphone market, with an average of 25 percent of smartphone market share globally.
7. In Europe, phablets account for 27 percent of smartphone shipments.
8. In a report that studied Samsung-based smartphone Web traffic in the U.S., segmenting the results by device, users of smartphones with a five-inch or larger display represented more than 37 percent of all Samsung smartphone-based Web traffic.
9. Worldwide phablet shipments will reach 175 million units worldwide in 2014, passing the 170 million portable PCs expected to ship during the same period. Next year, total phablet volume will top 318 million units, surpassing the 233 million tablets forecast to ship in 2015.
10. Phablets are expected to grow from 14 percent of the worldwide smartphone market in 2014 to 32.2 percent in 2018.
11. In 2013, a phablet cost an average of $568, versus a regular smartphone at $320. In 2014, those prices have dropped to $397 and $291, respectively.
12. In Asian markets, such as South Korea, Hong Kong, Taiwan, and Singapore, phablets already comprise over 30 percent of all smartphones.
13. Social networking accounts for 53.8 percent of total impressions served to phablet users.
14. Phablet traffic in the U.S. is highest between 9 a.m. and noon.
15. Phablet sales are cannibalizing tablet sales globally. Tablet demand has whithered. By 2019, there will be three times as many phablets shipped as tablets.
See what the Twitterverse is saying about phablets: