Phablet Users Spend 34% More Time In-App
Gone are the days when the 3.5-inch or 4-inch smartphones used to rule the market. The phablet is the next big trend which is already here.
With faster mobile networks and hardware innovations, the capabilities of mobile devices have immensely increased offering users the potential to do more – but that requires a bigger screen, and that’s why the phablet revolution is here to stay.
According to an International Data Corporation (IDC) report, the worldwide phablet shipments (smartphones with screen sizes from 5.5 to less than 7 inches) will reach 175 million units by the end of 2014, surpassing the 170 million portable PCs expected to ship during the same period. In 2015, the total volumes will top 318 million units, exceeding the 233 million tablets forecast.
Ever since Samsung launched the original Galaxy Note (5.3-inch) in 2011, the company has dominated the phablet world. Other manufacturers followed suit, but with Apple and Google’s entry into the game with the iPhone 6 Plus and Nexus 6, the phablet market is expected to boom.
Apple has stuck to smaller display handsets for years, but it seems it has finally seen the trend and the demand in the market for larger mobile devices with the release of its iPhone 6 Plus. Though Apple has been late to enter the phablet segment, analysts believe its entry will set the competition to fire, and we’ll ultimately see most of the smartphone growth coming from that segment.
Apart from gaining significant marketshare, phablets are also affecting users’ on-device habits. The latest report from Localytics suggests that phablet users spend 34% more time in-app on their device compared to those having small-screened handsets. The amount of time on-screen increases even more to over double in case of music and gaming apps.
According to the report, music apps top the chart with an increase of 142% closely followed by games with an increase of 116%. Though there has been no doubt about the users’ engagement with the music app, it’s a bit surprising to see it topping the list.
“This may be because more music apps are involving a social networking component for sharing playlists, commenting and liking,” Dave Hoch, business analyst at Localytics, opined. “Incorporating social features in any kind of app are a fantastic way to keep users coming back to an app!”
Gaming sector, on the other hand, was the most expected of all to rise, and will continue to be the favorite choice among the users. Studies reveal that large screen sizes have played a key role in bringing the game revolution. This is due to the fact that most gaming apps require quick finger movements, which are easier to do on a large-screened device.
While screen size may be the major reason for this extra in-app activity on larger devices, there are other factors as well that contribute to these results. For example, larger devices are powered by a bigger battery which lets users spend longer hours on their device.
Similarly, the larger chassis of phablets encases bigger speakers for media consumption along with powerful processors to deliver uninterrupted gaming experience.
This trend is of special concern to app developers. It requires them to create more immersive content for engaging experiences, and adapt their app marketing strategies accordingly.
In particular, developers should make sure their app is optimised for larger screen devices, otherwise they won’t be able to take advantage of the extra on-screen time users are willing to spend on their phablets.