Christmas Day activations set records for smartphones, tablets

Michelle Clancy | 29-12-2012

More iOS and Android devices are activated on Christmas Day than on any other day of the year, according to Flurry Analytics a fact that bodes well for mobile video uptake.

iPhones, iPads, Galaxys, Kindle Fires and more all saw their best day yet in terms of activations. To put this into perspective, Flurry established a baseline using the average from the first 20 days of December. Over this period, daily activations averaged around four million per day, with variance of a few hundred thousand in either direction per day. On Christmas Day, activations soared to more than 17.4 million, a 332% increase over the December baseline.
By comparison, Christmas Day 2011 held the previous single-day record, having reached 6.8 million device activations. Christmas 2012 is more than 2.5 times larger than Christmas 2011, which surpassed its own baseline by more than 300%.
Also, compared to the baseline, app downloads more than doubled on Christmas. Specifically, over the 1-20 December baseline, download volumes increased by 112% on Christmas.
"With a record number of iOS and Android devices flooding the market, we next look at the surge in app downloads," the company said in its blog.
"For these figures, Flurry estimates its percentage penetration per platform to estimate total market app downloads. The company also benchmarks download volumes tracked in its system against publicly released app download milestones from Apple and Google."
Downloads early in the day jumped to around 20 million per hour, and remained at that level for most of the day.
While smartphone activations typically outpace that of tablets by 4:1, on Christmas Day 2012 more tablets were activated than smartphones. The big winners were Apple iPads, Apple iPad Minis and Amazon Kindle Fire HD 7" tablets. In particular, Amazon had a very strong performance in the tablet category, growing by several thousand percent over its baseline of tablet activations over the earlier part of December.
"Over the next week, through to New Year's Day, app download rates will remain significantly elevated. Flurry anticipates downloads to surpass more than 1.5 billion, and have a shot at breaking through the 2-billion download barrier for the first time ever," the company noted. "We look forward to accelerated growth in 2013, and continued success for developers."