More than 120 million phablet devices will ship by 2018, rising from an estimated 20 million in 2013, highlighting strong growth in a market that was “once perceived to have limited potential”, according to Juniper Research.

The company said that the category will find “particularly receptive markets in East Asian territories”, including South Korea, where gamers desire larger surfaces to play on, and China, where content streamers will benefit from a higher-quality screen.

Juniper noted that with the recent entry of new vendors such as Nokia, Alcatel OneTouch and Intex to the market, it will “grow from both ends of the price spectrum”, with established global brands focusing on higher price points, allowing local players to gain a foothold in the lower end.

In terms of platforms, the market will be dominated by Android and Windows – although this could “change dramatically” if an Apple phablet is announced.