Phablet users exhibit different behavior than tablet, smartphone users

Phablets are a small but growing segment of mobile devices. Like smartphones and tablets before them, these handset users exhibit unique and distinct behaviors.
The large-screen mobile phone/table hybrids are a relatively small, but growing, segment of the mobile market, comprising just 20 million of the 980 million smartphones shipped globally in 2013. That number is expected to grow as much as 600 percent to 120 million units by 2018, according to Juniper research.

As the category grows, so too does the research into what distinguishes phablet users from other mobile shoppers.

Phablet users skew closer to smartphone users than tablet users in the types of media they consume. Yet their behavior is distinct enough to warrant its own profile, according to a study by Opera Mediaworks.

Like smartphone and tablet owners, social networking is a top activity for phablet users, constituting 53.8 percent of mobile impressions. This is on par with smartphones, but much higher than the global average of all mobile devices at 27 percent of impressions, according to the study.

Phablet owners consume less sports, news and information than smartphone users and despite the bigger screen size, phablets are not replacing tablets when it comes to games, music, video and media. Tablets still far outpace phablets in these categories.

Usage and volume is highest in the morning (9 a.m. to 12 p.m.) for phablet users compared to tablet users, which is highest in the evening (8 p.m. to 10 p.m.), when receptivity to ads by phablet users is higher than those on tablets.

Opera Mediaworks analyzed data from Opera's mobile ad platform that serves 64 billion impressions a month, reaching 500 million users through 14,000 mobile sites and apps. The 13 mobile devices in the targeted group all had screens measuring diagonally between 5 and 7 inches and included versions of the Samsung Galaxy Note, the LG Optimus Pro and the Sony Xperia Z mobile devices.

For more:
-See this re/code story
-See this Opera Mediaworks report

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