Australian Media Tablet Sales Exceeded 2.4 Million Units in 2012

Published on: 12th Mar 2013

­Following a stellar holiday period, the media tablet market in Australia continues to power on with more than 2.4 million units sold in 2012, according to a new study released by analyst firm Telsyte.

Telsyte estimates that at the end of 2012, there were more than 5 million people in Australia using media tablets. Telsyte estimates this will grow by 50 percent in 2013 creating a vibrant digital audience ripe for media and commercial applications. By 2017, Telsyte estimates the media tablet population will reach a level comparable to today's smartphone user base.

"Low cost and smaller form factor media tablets, typically without cellular connectivity, are shaping the market," Telsyte research director, Foad Fadaghi, says.

Telsyte forecasts 7 to 9-inch media tablets to exceed sales of 10-inch devices by 2014.

The home has emerged as the main location media tablets are being used and consequently the share of 3G/4G enabled devices has declined in the past twelve months. More users are looking to WiFi-only devices with occasional smartphone tethering to facilitate connectivity when outside the house.

Apple's commanding market share in the media tablet market has 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 says.

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 aging laptops.

Media Tablet related ecommerce is booming

Half of all media tablet users had purchased a physical product or service via their devices in 2012. Some categories are 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.

"The explosion in commercial transactions on media tablets highlights the importance of a multi-screen strategy for digital advertisers and retailers," Fadaghi says.

 

Tags: [Australia]