Mobile App Media Mania

Post By Janet Arvia

No doubt the manufacturers of the 6.44-inch Xiaomi Mi Max, the 6.8-inch Lenovo Phab Plus, and the 6.8-inch ZenFone 3 Ultra are hoping their big screen devices generate big sales in the growing phablet market. Their projection is likely since digital media time is on the upsweep (it’s more than doubled in the past three years) thanks to mobile app mania.

Rise and Shine

As tablet traffic falls, time spent on phablets is on the rise. According to Flurry’s 2016 State of Mobile report, phablets nabbed 41% of the global mobile device marketshare in the fourth quarter of last year which is an increase of 33% from the first quarter. The numbers are even higher in concentrated areas overseas as Adobe Digital Index reports China’s mobile usage enjoyed a 50% increase in mobile browsing. Similarly, 49% of Saudi Arabia’s online traffic was generated by mobile devices at the start of 2015 and climbed to 61.9%. by the end of the year. Orbis Research predicts the phablet market in the EMEA (Europe, the Middle East and Africa) region will experience a Compound Annual Growth Rate (CAGR) of 28.81% by 2019.

Growing Old, Growing Market

Research studies and analytics firms like Oplytic can pinpoint where new users are coming from and what they want. Aging baby boomers, for example, may factor into the phablet boom since this demographic typically requires larger screens to view digital content. An inevitable growing market, the Administration on Aging (AoA) projects there will be 98 million people aged 65 years and up by 2020, which is more than twice the number cited in the 2014 U.S. census. Back then, senior citizens accounted for 14.5% of the population, however it’s likely that percentage will grow to 21.7% in 2040.

Absolutely Phabulous

The phablet’s large screen and high resolution encourages users of nearly any age to engage with their mobile device. Whether leaning back to enjoy infotainment outlets or leaning in to pursue traditional desktop functions, phablet consumers are more likely to download web articles, images, videos, and apps--translating into big opportunities for mobile brands.

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