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Apple's iPhones dominate Christmas 2014 | Copenhagen INK

Apple’s iPhones dominate Christmas 2014

Around 51 per cent of the new device activations worldwide in the week leading up to and including Christmas Day (December 19 – 25) were of Apple. Samsung held the second position with 18 per cent of new device activations, and Microsoft rounded out the top three with 5.8 per cent share for mostly Lumia devices.

After the top three manufacturers, the device market becomes increasingly fragmented with only Sony and LG commanding more than one per cent share of new activations on Christmas Day. Xiaomi, Huawei, and HTC all had less than one per cent share on Christmas Day. One reason is surely their popularity in Asian markets where December 25 is not the biggest gift-giving day of the year.

Flurry examined these new device activations to understand what types of devices consumers are exchanging for the holidays.

flurry insight apple samsung

For every Samsung devices that was activated, Apple activated 2.9 devices. For every Microsoft Lumia device activated, Apple activated 8.8 devices.

Flurry said in a company blog, “While, the holidays in general and Christmas in particular are not the sole indicator of the smartphone market share and trends, it is safe to say that Apple’s newly released iPhone 6 and iPhone 6 Plus have had a blockbuster holiday season, despite a lackluster holiday season for the consumer electronics industry.”

In the week leading up to Christmas, 13 per cent of new device activations were phablets compared to just four per cent in 2013. The iPhone 6 Plus was one of the top five devices that was activated for Christmas; the iPhone 6 was number one.

Via Digital Market Asia Mobile

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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