Aussie tablet use on the rise
Industry report says tablet penetration in Australia could be as high as 71% by the middle of next year.
Noticed a lot more iPads in the wild lately? It may not just be red car
syndrome. The 2012 Australian Mobile Phone Lifestyle Index (AMPLI),
compiled by industry body AIMIA, revealed that 38% of the survey
respondents own a tablet – more than double the number of last year,
which was 16%.
The results were compiled from an opt-in survey completed by 1,784 respondents in Australia over a 15-day period in July 2012.
Not surprisingly, the Apple logo adorned the back of most tablets, with just over 75% of the tablet-owning respondents having an iPad.
Browsing the Internet was easily the most popular activity for tablet use (75%), closely followed by ‘getting information’ (70%), entertainment purposes (65%) and sending and receiving emails (56%).
Oddly, social networking wasn’t an option in the survey. Another study released by Gartner in July looked at tablet users in the US, UK and Australia, and 63% of the respondents (all of whom had to own a tablet) reported social networking as one of the main activities they used their tablets for.
The big jump in numbers this year suggests that most of the people who said they’d buy a tablet from last year’s AMPLI survey actually went through with the purchase. Based on this data, AMPLI forecasts tablet ownership by the end of the year to be 50%, and will grow to 71% by mid-next year.
It’s worth pointing out that the AMPLI results aren’t based on actual sales figures. Telsyte, a technology analyst firm, released its ‘Australian Media Tablet 2012 Half Year Update’ report earlier this month, and its findings for tablet ownership were more conservative.
Based on sales data, Telsyte estimates that 15% of the Australian population own tablets, and this is set to double to 30% in 2013. By 2016, Telsyte expects more than half of the Australian population to have a tablet.
The results were compiled from an opt-in survey completed by 1,784 respondents in Australia over a 15-day period in July 2012.
Not surprisingly, the Apple logo adorned the back of most tablets, with just over 75% of the tablet-owning respondents having an iPad.
Browsing the Internet was easily the most popular activity for tablet use (75%), closely followed by ‘getting information’ (70%), entertainment purposes (65%) and sending and receiving emails (56%).
Oddly, social networking wasn’t an option in the survey. Another study released by Gartner in July looked at tablet users in the US, UK and Australia, and 63% of the respondents (all of whom had to own a tablet) reported social networking as one of the main activities they used their tablets for.
The big jump in numbers this year suggests that most of the people who said they’d buy a tablet from last year’s AMPLI survey actually went through with the purchase. Based on this data, AMPLI forecasts tablet ownership by the end of the year to be 50%, and will grow to 71% by mid-next year.
It’s worth pointing out that the AMPLI results aren’t based on actual sales figures. Telsyte, a technology analyst firm, released its ‘Australian Media Tablet 2012 Half Year Update’ report earlier this month, and its findings for tablet ownership were more conservative.
Based on sales data, Telsyte estimates that 15% of the Australian population own tablets, and this is set to double to 30% in 2013. By 2016, Telsyte expects more than half of the Australian population to have a tablet.
