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UK Insights

Will Apple’s phablet appeal to Brits?

Claire Davies

Former editor and head of content

Mobile 10.09.2014 / 10:30

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Phablets currently represent 17% of the UK smartphone market

Apple's iPhone 6 faces challenging launch conditions as it responds to the global growth of phablets. The brand, which has historically enjoyed a first-mover advantage, is playing catch-up in an established, and increasingly populated, phablet market.

Key Numbers

  • 17% phablets as a percentage of all UK smartphones
  • 12% Percentage of UK people using smartphones to watch video

Connected Life, a study of over 55,000 internet users worldwide by Kantar's TNS, found that large screen phones, or 'phablets' have soared in popularity worldwide. In Asian markets such as South Korea, Hong Kong, Taiwan and Singapore phablets already comprise over 30% of all smartphones. This presents a very tough market for Apple to infiltrate as it launches the iPhone 6. Phablets are less popular in the UK than elsewhere, representing 17% of the smartphone market.

The growth of phablets has been triggered by the surge in people watching online video on their smartphones. Again, the UK is lagging behind, with countries like in Ghana, Nigeria and South Africa having over 70% of internet users watching online video on their smartphones, in the UK it's 12%!

Globally, smartphones are the world's number one digital device. They are now used more than tablets, laptops and desktops for social media (44%), general browsing (38%), general information (36%) and entertainment (33%). This rise in smartphone ownership has been driven by the declining cost of technology, increasing the challenge facing the iPhone 6, which becomes comparably more expensive, making it a premium device in an increasingly 'de-premiumised' marketplace.

Source : Kantar TNS

Editor's Notes

Connected Life by Kantar's TNS is a global study of the digital attitudes and behaviours of 56,600 internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. The fieldwork was undertaken in all markets between March and June 2014.

Journalists, for more information or to interview one of our experts, please contact us.

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