Phablet is killer mobile form factor with skyrocketing usage
rate: report
Phablet usage is growing at almost four times the rate of
medium-size smartphones thanks to strong media and entertainment consumption
that positions the devices as mobile televisions, according to new data from
Flurry Analytics.
Flurry’s research discovered that, between January 2014 and
January 2015, usage of phablets such as the iPhone 6 Plus and the Samsung
Galaxy Note grew 148 percent. With usage of full-size tablets shrinking, a key
insight from the data is that marketers need to start thinking about how to
take advantage of the growing phablet form factor.
“[The big news for marketers is] the increased real estate
and faster processors in phablets enable for better video ad experiences for
users,” said Simon Khalaf, vice president of Flurry Products at Yahoo. “It's
like having a TV in your pocket.
“The most surprising data here is the fast rise of media and
entertainment app usage on phablets,” he said. “With the bigger screen and
faster processors, people are beginning to use phablets as more than a mobile
phone, also as a mobile television.”
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