2-in-1 Tipped To Dominate Oz Tablet Market
The direction of the Australian tablet market is tipped to head towards 2-in-1s as new research from Telsyte sees consumers move away from ‘slate-only’ tablets.
The Telsyte Tablet Computer Market Study 2019-2023 released today has revealed a push towards a complete “PC-like experience” as exemplified by the new iPadOS.
Telsyte Senior Analyst, Alvin Lee indicates that ‘the slate-only format’ (devices not requiring a keyboard or mouse) is declining as Australian’s seek to replace older devices with converged touchscreen and keyboard devices.
There are now an estimated 3.9 million Australians using 2-in-1 devices, with over 65% using Windows, and despite the predicted domination by 2-in-1 devices, only 1.44 million tablets were sold in the first half of 2019, down by 2%.
2019 second-half sales are only predicted to reach 1.5 million tablets sold, decreasing by 5% from previous years.
As has been mentioned in previous studies, the prolonging of device replacement cycles will continue to impact negatively on sale outcomes as consumers move towards 5G smartphones and wearables.
The replacement period for slate-only tablets has increased to 3.2 years compared to 2.6 years for 2-in-1s.
Nearly half of Australians are interested in connecting their tablets to mobile networks; however, there are currently just over two million tablets connected to cellular networks.
As support for eSIM grows, Telsyte anticipates demand for cellular-connected 2-in-1s will increase over the 24 months.
Apple remained the tablet sale leader with 54.4% of the market firmly in its grasp, Windows trailed behind at only 27.4% while Android and other vendors held a mere 19.2%.
Surprisingly though, both Windows and Apple tablet sales increased by 3% and 5% respectively, though Android sales unfortunately tanked by 28%.
The release of the 2019 iPad Mini is being credited with a “mini-boom” of 16% for smaller 8-inch tablets, while premium 2-in-1 devices increased average tablet prices by 17% to over $800.
Smart display installations have doubled in the last six months, with nearly 10% of Australian households replacing ‘docked’ tablets.
Households with at least one smart speaker have risen from 16% in 2018 to 1 in 5, which has been attributed to the expanding range of smart speaker devices through retail channels.