Fascinating data analysis from Pocket:
To understand how the 6 Plus affects consumption, we first looked at users who owned both an iPhone 5/5S and iPad and looked at how they spent their time reading on both devices. For these users, 55% of content was consumed on an iPhone versus 45% on an iPad. A fairly even split.
All this changed once users had the new iPhones in hand.
I bet that the trends Pocket uncovered could be applied to dozens of other media consumption services with iPhone and iPad apps.
The truth is that bigger phones are big enough for many people who still don’t understand why they need an iPad. Or maybe they did get an iPad, but now they’re discovering that reading and watching videos can be done on an iPhone 6 or 6 Plus just as comfortably and with no compromises.
I think that, for the most part, this is an unavoidable consequence of putting a bigger screen on a device that you carry with you all the time. But, almost five years after the iPad was launched, Apple and third-party developers still tend to come out with iPad apps that are enlarged versions of their iPhone counterparts. I wonder if the lack of widespread unique iPad software is also the reason why people may be using the iPad less.