Report: Phablets will represent one-quarter of all smartphone traffic in 2015

Q3 report on smartphone Web traffic from Netbiscuits shows phablets are a rising star in the growing mobile device category


Use of phablet devices has doubled in the last six months globally and now represents 14 per cent of total smartphone Web traffic, according to a new report.

The new Netbiscuits Web Trends Report for Q3 found phablets, which are mobile devices with screens of between 5 inches and 7 inches, grew from 7 per cent of traffic at the end of April to 14 per cent at the end of October.

Adoption was driven by emerging Asian countries, where mobile devices are being used as the primary device to access the Web. More than one-fifth of traffic is coming from these large smartphones, with the largest user bases in South Korea (49 per cent), China (25 per cent) and India (23 per cent).

However, growth rates over the past six months were highest in Western Europe, NetBiscuits said, with the UK leading the pack.

Based on these results, the report’s authors claimed phablets will represent nearly one-quarter of total smartphone Web traffic by April next year. Apple’s iPhone 6 was a growing device in the space and reached 2 per cent of all iPhone traffic by the end of October.

“As more people use a phablet to double up as their smartphone and mobile Web device, context will be more important than ever in order to determine whether a tablet or a phone experience is required,” the report’s authors stated.

“The emergence of this segment will blur tablet and smartphone categories. For marketers, it will therefore have an impact on expected bounce rates, conversions and engagement. Location and bandwidth considerations will become extremely important.”

According to Netbiscuits, the average number of unique mobile devices hitting websites in October reached nearly 5000, up from 4000 in May. Next year, the group predicts around two-thirds more unique mobile hardware devices will be accessing an average website per day compared to 2014.

Across the board, the most used smartphone was the Apple iPhone 5S with 13 per cent marketshare, down from 15 per cent in September following the launch of the iPhone 6.

In total, Android represented 60 per cent of total mobile Web traffic in Q3, up from 57 per cent in Q2, 2014. Windows great to just under 5 per cent in the same timeframe. The report also said iOS 8 adoption has already flattened, despite reaching 51 per cent of total iOS traffic in October.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in