Phablet Market Has Quadrupled in USA: Survey

Phablet-style devices represented 21% of all US smartphone sales in Q1 2015 – nearly quadrupling their 6% share from the first quarter of 2014, according to the latest Kantar Worldpanel ComTech market share data.

Android, in the US, reached a market share of 58.1% — a 0.2 percentage point gain over 1Q14. “LG had a good first quarter with its share growing to 10.8% from 7.4% a year ago, while Samsung was holding on to second place as it launched its new Galaxy S6 and S6 Edge in April,” reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. “Apple’s iPhone 6 and 6 Plus already represent 18% of all iPhones in use in the U.S., and 64% of the iPhone installed base uses an iPhone 5 or newer — good news for the Apple Watch that interacts only with these newer models.”

The newest data also shows that in urban China, Apple consolidated its leadership in smartphones, growing its share to 26.1%, up from 17.9% for the same period in 2014. “Thirty-eight percent of iPhone buyers were recommended an Apple device by someone they know, while 23% recall seeing an ad.” said Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia. “China is now driving more volume for Apple than the U.S., as the Cupertino company reaches beyond the more affluent buyers.”

“In Europe’s five largest countries – Great Britain, Germany, France, Italy, and Spain – the popularity of Apple iOS continued to grow, reaching a 20.3% share, which is 1.8 percentage points higher than in 2014,” Milanesi added. “In the first quarter of 2015, the iPhone 6 and 6 Plus continued to attract consumers across Europe, including users who previously owned an Android smartphone.”

Additional data and insights can be accessed here.

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