Remember that brick phone that Gordon Gekko used in the movie Wall Street? Seems we’re coming full circle. Phones bigger than 4” – or “phablets,” if you insist – are now driving 30% of smartphone Web traffic, up from 19% last year.

According to the 2014 U.S. Mobile Benchmark Report from Adobe, these jumbo phones are gaining market share at the expense of both smaller phones and tablets. Good to know as you make your marketing plans for mobile.

Clearly, Apple saw the writing on the wall, jumping on the big-screen bandwagon recently with the iPhone 6 and 6 Plus.

Lots of other interesting takeaways in the Adobe report, including social behavior of mobile users. We’re sure you’ll want to check it out… on your phablet, of course.