The tablet market in Australia continues to power on with more than 2.4 million units sold in 2012, according to a new study by technology analyst firm, Telsyte.
The Telsyte Australian Media Tablet Study 2013-17, which surveyed a representative sample of 1000 Australians, found that at the end of 2012, there were more than five million people in Australia using tablets.
Telsyte estimates this number to grow by 50 per cent in 2013, and reach a level comparable to today’s smartphone user base by 2017.
Telsyte research director, Foad Fadaghi, claimed the growth creates a vibrant digital audience ripe for media and commercial applications.
“The explosion in commercial transactions on media tablets highlights the importance of a multi-screen strategy for digital advertisers and retailers,” Fadaghi said.
The study showed that half of all tablet users purchased a physical product or service via their devices in 2012, with some categories approaching similar rates of ecommerce uptake as on computers, such as event tickets and travel related purchases.
Telsyte expects this trend to continue as more shopping and catalogue applications appear in 2013.
According to Fadaghi, low cost and smaller form factor tablets, typically without cellular connectivity, are shaping the market.
Telsyte forecasts 7 to 9-inch media tablets to exceed sales of 10-inch devices by 2014.
It also claimed that Apple’s commanding market share in the tablet market declined slightly due to the flood of cheaper Android products hitting the market; however, the arrival of the iPad mini in November 2012 slowed this decline.
“The growth of Android in the smartphone market is also creating a halo-effect for media tablets with consumers increasingly comfortable with the platform,” Fadaghi mentioned.
He added that despite a slow start, Windows 8 tablets are expected to steadily grow in popularity, particularly with the business market, younger users and consumers looking to replace laptops.