Apple Had 50% Of All Device Activations Over 2015 Holiday Season

Dec 30, 2015, 00:12
Apple Had 50% Of All Device Activations Over 2015 Holiday Season

Based on Flurry's data, Apple took the top spot with 49.1 percent of all new devices, down 2.2 percent from past year.

Mobile devices, such as smartphones, phablets and fitness trackers, were some of the most popular holiday gifts of 2015, according to Flurry Mobile. Samsung devices took up only 19.8 percent of all activations to take second place, and were followed by Nokia (2 percent), LG (1.7 percent), and Xiaomi (1.5 percent) devices. However, despite Apple's big lead in this metric, activations for its devices are actually lower than last year's 51.3%.

Tablets as a whole have continued to lose share as customers increasingly opt for phablets. Small phones, with a screen size of 3.5-inches or less, accounted for just 1 percent of activations.

Full-size tablets and small tablets have dropped a further 2 percent this year and each accounts for just 9 percent of new device activations.

'That's doubling share in only 12 months!'

The report also confirms the decline of small tablet sales as they only account for 9% activations instead of 11% reported previous year. The bigger phones made up 27% of new device activations in the week leading up to Christmas. These numbers shouldn't come as a total surprise, as most flagship phones running Android feature a screen larger than 5 inches and phablets have moved to devices with a screen measuring around 6 inches, additionally, the smaller iPhone costs around the same as Android flagships, while the iPhone 6S Plus costs more. However, the popularity of Android phablets is even greater in that device ecosystem. Likewise, these trends also show how Apple somewhat cannibalizes sales of its own products, like the iPhone 6 Plus/6s Plus taking some sales of the iPad mini. The expansion of Samsung Galaxy Note and its imitators, particularly across Asian markets, have been key for Android.

More apps were downloaded on Christmas Day than any other day of the year.

Next year at this time, we'll be checking out the same report and it will be quite interesting to see if the iPhone 7 - which may have a brand new design without a headphone jack - lifts Apple back up over the 50% mark in terms of mobile device activations. App downloads on Christmas were 2.2 times higher than the average daily installs across the board for the first three weeks of December, said Flurry.

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