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“Phablets” Generating Strong Consumer Buying Interest Worldwide, Accenture Survey Finds
|By Business Wire
|June 23, 2014 07:03 AM EDT
Phablets are generating strong consumer buying interest worldwide,
particularly in emerging countries, an Accenture (NYSE:ACN) survey has
found. Blending smartphone and tablet PC features, phablets have
five-to-seven inch screen sizes – larger than the four-to-five inches of
The survey revealed that 57 percent of consumers plan to buy a
smartphone this year and, of those, nearly half (48 percent) prefer to
buy a phablet rather than a conventional smartphone.
“The phablet screen size is hitting a sweet spot for a large percentage
of consumers wanting more digitally connected lifestyles,” said David
Sovie, managing director of Accenture’s Communications, Media and
Technology group. “To capitalize on this, consumer technology companies
should consider adjusting their digital strategies, research and
development investments, product roadmaps and supply chains to focus
more on phablet business opportunities and less so, in some cases, on
the conventional smartphone market.”
These findings are the latest to be released from the 2014
Accenture Digital Consumer Survey that explores consumer electronics
spending and usage of 23,000 respondents in 23 countries.
The survey also revealed that consumer preferences for phablets are
stronger in emerging countries than developed countries. Of the
consumers planning to buy a smartphone, 67 percent in India, 66 percent
in China and 65 percent in South Africa said they would prefer to buy a
phablet device. Consumers in developed countries, by contrast, were less
partial to buying phablets. In the United States, for example, 40
percent indicated a preference to buy a phablet. Similarly, nearly a
third (30 percent) of German respondents and only 19 percent of Japan’s
participants prefer a phablet.
“Phablet demand in developed countries is significant, yet even bigger
business opportunities are coalescing in emerging markets,” added Sovie.
“Among those, the most lucrative opportunity will likely be in China,
because it is one of the world’s largest smartphone markets. Consumer
technology companies need to broaden their phablet product development
and sales initiatives to target larger regional markets keen to buy
The survey uncovered more country-specific results regarding those who
planned to buy a smartphone this year who expressed a preference for a
phablet. The results:
Turkey, 64 percent
Indonesia, 61 percent
South Korea, 51 percent
Russia, 50 percent
United Arab Emirates, 50 percent
Czech Republic, 49 percent
Brazil, 48 percent
Spain, 46 percent
Mexico, 47 percent
Saudi Arabia, 43 percent
Italy, 42 percent
Canada, 39 percent
Australia, 37 percent
France, 37 percent
United Kingdom, 37 percent
Sweden, 31 percent
Netherlands, 30 percent
Interest in buying larger screens extends to tablets
The survey also found that 44 percent of respondents are planning to buy
a tablet PC this year. Of those, 72 percent prefer the full-size tablets
rather than micro-mini-sized versions, compared with 20 percent who
prefer the smaller versions. Eight percent did not know.
Accenture conducted an annual online survey of 23,000 consumers in 23
countries: Australia, Brazil, Canada, China, Czech Republic, France,
Germany, India, Indonesia, Italy, Japan, Mexico, The Netherlands,
Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey,
United Arab Emirates, United Kingdom, and the United States. Of those
23,000, more than 13,000 indicated they plan to buy a smartphone this
year. The sample size in each country was proportionate to the size of
the online population. Respondents represented all age groups beginning
at 14. The survey polled respondents about their interest in buying
numerous consumer electronics devices including phablets, smartphones,
tablet PCs, PCs and TVs.
Accenture is a global management consulting, technology services and
outsourcing company, with approximately 289,000 people serving clients
in more than 120 countries. Combining unparalleled experience,
comprehensive capabilities across all industries and business functions,
and extensive research on the world’s most successful companies,
Accenture collaborates with clients to help them become high-performance
businesses and governments. The company generated net revenues of
US$28.6 billion for the fiscal year ended Aug. 31, 2013. Its home page
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