What did you find in your stocking this Christmas For a majority of consumers, an Apple would be their answer.

Digital analytics firm Flurry’s yearly Christmas-time study of device activations by manufacturer — based on over 600,000 apps tracked for installation — found mobile pioneer Apple in a commanding first place amongst all device manufacturers with 51.3 percent of activations; rival Samsung took a distant second with 17.7 percent, while Nokia, Sony, and LG rounded out the top five with 5.8 percent, 1.6 percent, and 1.4 percent, respectively.




Marketers and app developers looking for takeaways from Flurry‘s report should note that iOS still rules the roost despite its decline from stratospheric heights of market share a few years ago.

Though Android remains a strong competitor, consumers still flock to Apple’s new products in droves; the iPhone 6 Plus’s release coincided with an increase in the popularity of phablets, mobile devices with screen sizes and capabilities between those of a smartphone and a tablet.



If this Christmas’s activation figures should serve as a guide for 2015, Apple’s dominance will remain as phablets continue their march into the mainstream. As time spent on mobile now outpaces time spent watching television, marketers and developers would be wise to adapt mobile-first strategies with iOS and larger screen sizes in mind.