The Australian tablet market is entering a new phase of competition, with Apple and Microsoft going head to head for touch-screen dominance.In its sixth year, the Telsyte Australian Media Tablet
Market Study 2016 has found that 3.1 million tablet devices were sold in 2015,
down from 3.8 million in 2014.
However, after a second year of decline, Telsyte believes the market is set to
grow again in 2016 on the back of a shift to higher end two-in-one devices.
Despite the number of units sold dropping by 18 percent in 2015, industry
revenues grew by two percent due to price rises and top end premium products.
Sub-premium tablets – those priced below $450 – made up 48 percent of sales in
2014 but only 35 percent in 2015. This share is expected to fall to 26 percent
in 2016 as consumers increasingly embrace higher-end models.
“The impact of phablets, or larger smartphones, has been mostly towards
lower-cost smaller screen tablets,” said Telsyte senior analyst Alvin Lee.
After a slow start Microsoft is now realising the tablet opportunity, producing
its own Surface branded devices, but also shipping on Windows devices from
Samsung, Dell and Lenovo.
The study also found two-in-one users are twice as likely to “keep up to
date with technology developments”, twice as likely to “have used the
Internet to share their creativity” and 1.6 times more likely to
“want to get to the very top of their career.”