Phablets were the technology gadget of choice for many holiday gift-givers. Flurry, a firm that provides mobile advertising solutions for marketers and monetization solutions for app publishers, reported that the large-screen smartphones made up 27% of all device activations during the week leading in to Christmas, up from a 4% share of the market in 2013.
Nearly 50% of all device activations during Christmas week were of Apple products, with its phablet—the iPhone 6s Plus—accounting for 12% of the total. Samsung’s share of device activations was 19.8%, while Nokia finished with a 2% share.
The Apple activation share was actually down 2.2% from 2014. Flurry added that more than half of all Android activations were completed on phablets, such as the Samsung Galaxy Note or those devices popular in Asian markets. Samsung’s activation share rose 2.1% in 2015.
“This year, the larger trend Flurry uncovered was what it dubbed the ‘death of small phones,’” wrote Sarah Perez for TechCrunch. “That is, for the first time in 2015, consumers appear to be opting for phablets over smaller-screened phones. And phones with a screen smaller than 3.5 inches (e.g. most Blackberry devices) are practically extinct.”