Apple Dominates Holiday Sales With Nearly 50% of All New Device Activations

According to the statistics published by Yahoo-owned mobile analytics firm Flurry on Monday, Apple iPhone and iPad together accounted for more than 49 percent of all new device activations in the week of December 19 to December 25. That small piece of marketshare seems to have gone directly to Samsung, which was up by 2.1 percentage points over a year ago. Samsung also upped its market share by 2.1 percent this year, going from 17.7 percent in 2014 to 19.8 percent in 2015, in part thanks to the new Galaxy Grand Prime, Core Prime, and S6.

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Every year during the holiday season Apple products top the wish lists of many consumers and end up being one of the top gifted items when it’s all said and done. Back in 2013, only 4% of new device activations during the week leading up to Christmas were phablets. Despite it being a year focused mostly on iPhone upgrades for the company with the launch of the 6s and 6s Plus, sale were impressive across all device fronts. Users downloaded 2.2x more than on the average day throughout the rest of the month. It terms of apps, Christmas was once again the biggest day of the year for app downloads. Fast forward two years and a whopping 27% of all new devices were phablets. This trend makes ideal sense considering there was a big rise in app and unit sales in December.

As far as Microsoft is concerned, which in the research is still called Nokia, it dropped from 5.8 percent to 2 percent, mostly because new devices such as Lumia 950 and 950 XL are still impacted by somewhat limited availability. These devices only accounted for less than 1 percent of device activations, though. Small phones didn’t do so well this season.

In order of popularity, the 4.7inch iPhone is followed by full-sized tablets, phablets and then smaller tablets, like the iPad mini. Small tablets, such as the iPad mini, accounted for 9 percent of activations, down from 11 percent in 2014, showing that many are opting for phablets over small tablets. iPad Pro accounted for less than 1 percent of device activations.