Big Changes Ahead In Oz Tablet Market, As 2-In-Ones Take Off
These prediction are made in Telsyte’s half-yearly Australian Media Tablet Study 2015-2019.
The study indicates that Australians are taking enthusiastically to the latest “2-in-1” tablet-notebook devices, estimating that sales of these devices will triple from more than 500,000 this year to nearly 1.5 million in 2017.
But more traditional tablet sales appear to be in deep decline. Telsyte’s figures for the first half of this year show the tablet market is down 16 percent on H1 last year, with only 1.5 million units sold.
Apple remained top dog, with a 48 per cent market share; but Android devices dropped 4 percent to 38 percent as Windows-based devices grabbed 14 percent (up 4pc).
Said Telsyte MD Foad Fadaghi: “The tablet market has been impacted by larger screen smartphones and buyers seeking greater functionality from their next tablet purchase.”
“Windows-based tablets and 2-in-1s will benefit from an upgrade cycle that started with the arrival of Windows 10 and is expected to continue into 2017.”
Telsyte has also forecast a coming battle between professional tablet devices for workplace applications such as the Surface Pro 4 and iPad Pro. “The arrival of these devices is expected to help to boost sales in the second half of 2015 to 1.8 million units,” the market researcher said.
The company estimates that there were 13.7 million tablet users in Australia at the end of June 2015. – David Frith