Mobile-phone market share growth of one times year-on-year

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Tencent Technology News September 10, Apple has just released the equivalent of a tablet phone 6 smartphone. If it was six years ago, who would have thought that just increasing the size of the screen would make a phone popular?

In a mobile ecosystem dominated by smartphones and tablets, FLURYY, a market research agency, published a report last spring. In fact, Flurry claimed that the "newcomer" to the tablet would not have much impact on consumers, developers and manufacturers. Today, Flurry released a recent report outlining and analyzing the development of the tablet phone since the agency's last report.

To prepare the paper, Fluryy has randomly sampled 59214 mobile devices around the world to understand how the mobile market penetration of tablets such as Samsung Galaxy Note is being used, and which users are using them, And how the display size of the mobile device will affect its use. To do this, flurry the mobile devices into the following categories according to the size of the display screen:

1. Small cell phone (for example, most BlackBerrys): Screen size is 3.5 inches or less;

2. Medium cell phone (such as Apple iphone): Display screen size between 3.5 inches with 4.9 inches;

3. Tablet phone (such as Samsung Galaxy Note): Display size between 5.0 inches to 6.9 inches;

4. Small tablet computers (such as Amazon Kindle Fire): Display size between 7.0 inches to 8.4 inches;

5. Full-size tablet (Apple ipad, for example): The display size is 8.5 inches or more.

Flurry points out that today's situation is different from a year ago, and it looks like the tablet phone is starting to go forward. In the report, Flurry provided three charts comparing January 2014 and February 2013 data. From these graphs, the development of the tablet phone shows the following trends.

(a) in just 12 months, the share of tablet phones in the market for applied activities has quadrupled.

The first chart shows how the market share of the top 500 mobile devices is divided by shape factor. The data show that over the past year, manufacturers have put more tablet phones into the market, while reducing the amount of smartphones and tablets (except for small tablets).

In the 2013-year period, the proportion of tablet phones in flurry randomly sampled mobile devices was only 2% per cent, while in 2014, the proportion rose to 10%. On the flip side of the rise in tablet phone use, small and medium-sized handsets are the victims. Original equipment Manufacturers (OEMs) have been investing in tablets, which should be a response to growing consumer demand (or expected growth in demand).

Type of equipment on the market (Tencent Science and Technology match map)

Subsequently, fluryy the adoption rate of all mobile devices based on the number of active users. In the past year, the installation base for tablets has increased by one-fold, and up to now 6% of mobile-phone users are using tablets, compared with 3% a year ago. Similarly, the increase in the number of active users of mobile phones is also at the expense of fewer users of small and midsize handsets.

At the same time, tablet computers are still popular with consumers. The share of active users in small tablets has risen from 5% in 2013 to 7%, while full-size tablets have risen from 13% to 15%.

Active users by type of equipment (Tencent technology map)

For developers, the most interesting growth trends and most exciting transitions are likely to occur in the field of application sessions (app Sessions). The so-called "application session" is an indicator used to measure the actual use of mobile devices. From this indicator, the tablet mobile phone in the application of the market share of the high. While the proportion of active users is only 6%, tablet phone users account for as much as 11% of all "application Sessions", well above 3% in 2013.

Application session by Device type (Tencent technology map)

(b) In the view of Android users, the bigger is the better.

There are no tablet handsets based on Apple's iOS operating system, so flurry only analyzed the Android tablet phone to weigh the performance of the handset.

Android mobile device user profile by device type (Tencent technology map)

Today, tablet phones account for 18% of active Android devices, a significant increase from 7% in 2013, suggesting that consumer demand for tablet phones is rising. In the same period, demand for midsize handsets based on Android has fallen by 9%, while small handsets have fallen by 4%. In addition, demand for tablets (small tablets and full-size tablets) grew from 10% to 12% in the year. In other words, Android users are upgrading their devices to devices with larger display sizes.

(c) Who are the users of the tablet phone?

After following up on the most widely used categories, flurry concluded that there is no "killer class" that allows tablet phone users to indulge. In fact, the use of mobile phone users is almost no more than the users of smaller devices, but also the most used gaming, social and entertainment applications. Interestingly, tablet-phone users have seen a significant increase in the use of books, from 3% in 2013 to 10%.

One thing to keep in mind is that the number of tablets in the mobile device installation base is only 6%, so this means that tablet phone users love reading more.

Reading length distribution chart according to the shape coefficient of mobile equipment (Tencent Science and Technology match map)

In addition, Flurry also uses the audience segmentation tool flurry personas to measure the behavior of tablet users, and concludes that 35% of tablet phone users have a certain social impact, compared to 15% of all users of mobile devices. In addition, 12% of tablet phone users are entertainment "enthusiasts", compared to all mobile users this percentage is only 6%.

The behavior composition of the tablet handset user (Tencent Science and Technology match map)

Flurry points out that the data from the report confirms one thing: what is known to Samsung and other Android smartphone makers in the past while consumers are eager to have bigger displays. For the past six years, smartphones and tablets have been replacing channels ranging from television to magazines to personal computers and books, as the main channel for people to consume information and media content. As mobile devices and people's daily habits become increasingly inseparable, consumers do want bigger screens to facilitate their day-to-day activities. (Snow)