Tablet device sales increase in Australia

Research by Telsyte reveals that the sale of tablet devices in Australia increased by 4% in the first half of 2016.

The Telsyte Australian Media Tablet Market Study 2016–2020 indicates that the market for tablets has stabilised, with revenue from the market the highest it has been since the slump in H1 2014. Revenues increased by 33% on H1 2015 as the market began to embrace more expensive 2-in-1 devices rather than lower-end, slate-only formats.

The market is predicted to record sales of 3.21 million units by the end of the year as consumers start to replace ageing tablets and computers with newer touch-screen devices.

The top four vendors in H1 of 2016 were Apple, Samsung, Microsoft and Lenovo, collectively selling 80% of units.

Despite a fall in market share, Telsyte believes Apple will retain its market leadership in the next two years as consumers replace ageing iPads. Apple continues to enjoy a repeat purchase intention rate of 80%, according to Telsyte research, with many of the top-selling iPad models from a few years ago now unsupported.

Telsyte end-user research shows that one in five tablet users have already tried using their tablet with a keyboard (as a 2-in-1) including buying an aftermarket keyboard (or combination case/keyboard). Of these, nearly three-quarters continue using a keyboard with their tablet regularly. The rise of 2-in-1s is expected to also drive demand for other tablet accessories, such as protective covers, styluses, port extensions and adapters.

One in five tablets sold in H1 2016 were Windows-based devices, indicating a growing trend which has been driven by Microsoft-branded tablets. Microsoft retains leadership in the Windows 2-in-1 category according to Telsyte’s latest findings.

“Telsyte believes sales of Windows-based tablets should exceed Android-based unit sales within the next 18 months,” said Telsyte Managing Director Foad Fadaghi.

Similarly, over 20% of devices sold had screens above 10″, indicating a shift to using tablet devices for more than just portable content consumption.

Android tablet sales may be impacted by the Samsung Note 7 recall and eventual withdrawal, despite the Note 7 not being in the tablet category.

Telsyte’s tablet study includes estimates of computer purchase intentions, as the tablet and computer market increasingly merge. Findings show that a PC replacement cycle is due with more than 700,000 PCs and Macs without touch screens expected to be sold in the second half of 2016. Approximately 12% of these units are Apple computers.

Telsyte figures show that 15.1 million Australians now have access to a tablet device, which equates to almost two-thirds of people across all age groups.

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