Tablet Ownership Still Below 10% In Australia

It's a busy week for tablet launches in Australia, with the iPad 2 going on sale on Friday and the announcement of pricing for the Galaxy Tab 10.1v. But just how many Australians have already jumped on the tablet bandwagon?

At a PayPal-sponsored breakfast in Sydney I attended this morning, Nielsen analyst Lillian Zrim said that the current rate of ownership of tablets amongst online Australians is around 8% (based on a survey of 5800 Australians). That's expected to increase to 26% by the end of 2011, but still leaves tablets well behind mobile phones. 95% of Australians own a mobile phone, and 65% have an Internet-capable phone, Zrim said.


Comments

    I know of three people. One can't stand the on-screen keyboard and lack of USB and uses it rarely (Ipad). The other (Samsung) bought it for inflight movies and is frustrated it doesn't stand up! - has gone back to netbook for the purpose.
    My wife bought one for recipes only and loves it.

    I'm surprised it's that high. A quick survey of the people I know some in at 0%.

    8-26%? Really? I'm not aware of a single person I know having one. The only evidence I've had that they even exist is media coverage, and some random guy I saw in the supermarket using a Samsung Tab for his shopping list.

    I'm not implying the figures are wrong, but I will be really surprised if 1-in-4 Australians has a tablet by the end of the year.

      There is no way 26% of Australians will have tablets by the end of the year.

      I don't even think the potential market for tablets is that big right now. Tablets just aren't useful enough for the average person yet.

        I think the big problem with tablets is they don’t seem to fit in anywhere. They don’t do a great deal significantly more than a higher-end smartphone, and they’re not as versatile as a netbook. While obviously the netbook market is beginning to crumble, I don’t personally put it down to the introduction of tablets; more likely that the average consumer has began to realise that they’re just not value for money as a cheap notebook, which is more powerful and can do more. Tablets just aren’t as instinctive to type on as a netbook/notebook, which limits them out of word-processing tasks for most of us. That leaves them limited to general internet duties, and multimedia – both of which can be done on a notebook/netbook. Remind me again why I want a tablet?

          I'll be honest; I don't know anybody who goes for a netbook because of the price - they always go for it because of how portable it is.
          I do a lot of laptop purchasing for people, and we have two main types: those who're mostly going to use it sitting on a desk (low-end laptop customers), and those who're actually going to use it while they're mobile (netbook customers).

          The netbook had no competition in the 'very portable with good battery life' market up until now, and they're still doing good business...a lot of them are starting to buy ipads instead, but not yet the majority. A netbook is still half the price and has a physical keyboard, which pulls in a lot of customers.

    I'd never seen a tablet outside a store till i started university, there's maybe 1 in 20 uni students running around with an ipad at griffith

    I'm not a fan of tablets in general (as someone mentioned, they don't really fit anywhere) and only know of 1 person who has one.

    Although I've been reading about the Eee Slate (EP121) and that looks very interesting. Can hook up a keyboard and mouse and it's pretty much a laptop. Also has a Wacom digitiser pen for drawing and writing. Might pick one up when it comes out here.

    Offhand, I can think of 7 people in my office of 120 that have an iPad or T-Touch and quite a few have expressed interest in the iP2, so I would say the stats are ok.

    I guess all the tablet users are off doing stuff instead of hunched over a keyboard commenting on blogs ;)

    In our house we move between iPad, laptop, desktop and TV, with the fixed screens falling out of use and the tablet getting increasing preference for many of the most common tasks - I still go to the laptop for many things, but it is unlikely I would journey with it again.

    Those who dismiss tablets as "not fitting anywhere" probably spend more time working out their computers than working with them.

    Effective devices like the iPad, along with web and cloud computing, will drive a new understanding of what we do with information - how we store, present and manipulate it; when, where and how we use it; and what information we keep and retrieve - a shift away from intensive hoarding and management of raw data towards more active involvement with its useful meaning.

    ThinkReal

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