Consumption of visual content has exponentially grown in the last few years, especially after the increase in mobile penetration and broadband speed and it also drove the needs for larger mobile screens, according to the latest report by market research firm Counterpoint.
The report said riding on this trend, many leading mobile OEMs especially from China i.e. Oppo, Vivo, Huawei focused on phablet smartphones (5.5 inches and above) and this trend was also adopted by giants like Apple and Samsung. It is now a norm in smartphone design to have a 5.5" or larger size display.
However, smartphone-size has its limits and increasing the display size without increasing the overall size of the phone is the trend now.
The firm pointed out that, one in four smartphones sold during February 2018 had an 18:9 or higher aspect ratio.
As we have seen, Chinese OEMs have been the "early adopters" of any new technology and they are swiftly transitioning their entire portfolio to 18:9 displays and the top Chinese brands such as OnePlus, OPPO, vivo, Huawei are driving this trend. Chinese players are leveraging their supply chain and ability to rapidly scale, to leapfrog the competition and lead this trend.
Furthermore, Counterpoint expects that 18:9 aspect ratios are penetrating lower price-tiers, accelerating month-to-month and estimated at least 35 percent of the new smartphones sold will sport this new aspect ratio by the end of 2018, up from 25 percent in February 2018.
Display manufacturers like Samsung Display, LG Display, and Japan Display Inc. will benefit from the increase in the device display footprint and Chinese suppliers such as Tianma, BOE, and CSOT will help it further proliferate into different price-tiers. OEMs will also be more aggressive in adopting the next display trend (19:9) or bezel-free smartphones, and therefore advance orders to acquire display material could be a priority.
This display trend will also drive innovative biometric solutions such as Apple's FaceID or under display fingerprint sensors to complement this new design language, the report added.