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BizReport : Mobile Marketing : March 16, 2015

Mobile web a victim in the rise in use of phablets

New data from mobile analytics and ad platform Flurry reveals that phablets are enjoying significant growth in usage and that the mobile web could become a victim of their success.

by Helen Leggatt

According to Flurry's research phablets, those devices that are larger than a smartphone but smaller than a tablet, saw a 148% YoY growth in use to January 2015. Meanwhile, use of medium-sized devices such as the iPhone 5 grew just 38% and small tablets by 14%. Use of small phones and full-sized tablets was found to be on the decline, down 16% and 20% respectively.

Flurry concludes that the mobile industry has found "a killer form-factor" in phablets which have larger screens but simple navigation and are portable.

While referring to phablets as a "game-changer', Flurry also alluded to the mobile web as being the "true victim".

"Since the ascension of phablets, the total time spent in apps compared to mobile web picked up an additional 2%, increasing total time spent in apps to 88% of total time spent on mobile in the US, versus 12% on the mobile web. This is compared to 86% and 14% respectively in April of 2014. Our data shows that this shift is predominantly attributed to phablets."

Image via Shutterstock

Tags: mobile, phablet, technology, trends

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