As Apple is more familiar with first-mover advantage, so it will find market conditions more challenging when it releases its own phablet — the iPhone 6 — warned TNS APAC’s head of digital, Joe Webb.

“The competition in this space is now fierce, with research showing that the early adopter markets such as developed Asia are already using phablets in large numbers. With rivals having enjoyed a head start in the phablet market, Apple will now need to compete not only with Samsung’s existing expertise in developed markets but also the ecosystem that is developing around low cost Android devices in emerging markets. With the iPhone 6, Apple is launching a high-end product into a densely populated market. This may be Apple’s toughest launch yet.”

TNS’s study of more than 55,000 internet users worldwide found that large screen phones have soared in popularity worldwide. In Asian markets such as South Korea, Hong Kong, Taiwan and Singapore phablets already account for more than 30% of all smartphones.

The growth has been triggered by more people watching online video on their smartphones which is also popular in markets with low access to other devices.

Globally, smartphones are the world’s number one digital device: they are used more than tablets, laptops and desktops for social media ( 44%), general browsing ( 38%), general information ( 36%) and entertainment ( 33%).

Samsung currently leads, with an average of 25% of smartphone market share globally, according to IDC.