Smartphone screen display sizesSmartphone owners in the US and UK are on the lookout for devices with larger screen displays. Respondents to a Strategy Analytics’ survey said they prefer smartphones with screens in the 4-4.5-inch range as long as the device is thin.

Some differences regarding screen size preferences arose independent of the devices themselves, Strategy Analytics found in its report titled “Smartphone Owners Want Thin Devices with Larger Displays.” Women are more likely than men to consider smaller devices while existing Android owners are more likely to seek large devices than existing Apple iPhone owners.

“Almost 90 percent of existing smartphone owners surveyed chose a prototype smartphone with a display larger than their current device,” commented Paul Brown, a director in the Strategy Analytics User Experience Practice. “This trend is driven by increased mobile web browsing capability, as well as engaging video and gaming experiences.

“In order for smartphone owners to adopt larger devices, it is important for handset manufacturers to ensure that mobile devices are not too heavy and that the devices remain thin enough for purses and pockets,” added Kevin Nolan, a vice president in the group.

Mobile handsets with “big, bright, attractive displays” are becoming more common as manufacturers ship more of them, according to Strategy Analytics’ June 2011 report, “Size Matters: HTC and NEC Knock Apple Off Top Spot as Display Sizes Grow 8 Percent Y-o-Y in Q1 2011.”

The average display size of smartphones in carrier portfolios increased 8% year-on-year in 1Q 2011, with some original equipment manufacturers (OEMs) seing their average display size grow by more than 30% annually, that report said. Although the Apple iPhone’s screen measures 3.5-inches, smartphones with 4-inch + displays were starting to gain a significant share of carriers’ device portfolios, Strategy Analytics said. The largest average screen size Strategy Analytics identified was NEC, whose average screen size was 4.3″.

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