“Phablets” Generating Strong Consumer Buying Interest Worldwide, Accenture Survey Finds | Be Korea-savvy

“Phablets” Generating Strong Consumer Buying Interest Worldwide, Accenture Survey Finds

“Phablet demand in developed countries is significant, yet even bigger business opportunities are coalescing in emerging markets” (image: Janitors/ Flickr)

“Phablet demand in developed countries is significant, yet even bigger business opportunities are coalescing in emerging markets” (image: Janitors/ Flickr)

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NEW YORK, June 23, 2014 (Korea Bizwire)–Phablets are generating strong consumer buying interest worldwide,  particularly in emerging countries, an Accenture (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  conventional smartphones.

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.

Emerging markets

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  phablets.”

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.

About Accenture

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  is www.accenture.com.

Source: Accenture (via BusinessWire)

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