While mobile remains the darling of digital marketing, how much do tablets contribute to the mobile steam train?

Read on to find out. 

Tablet time

While tablets can’t match the market penetration of smartphones, there are plenty in circulation.

In Q4 2014 over 50 million tablets were shipped. By 2018 this figure is expected to rise to 380 million.

Square eyes

Over 50% of users now access the internet via a mobile device. Over 12% of these do so on a tablet. 

It’s also worth noting that over 30% of US internet-connected users and 59% of UK users own a tablet. 

Habit forming

Tablets are popular is pretty much any location. Almost half of tablet users access their device when travelling, while 63% do so in the bedroom.

Significantly, 66% use their tablets to research products before buying online, with over a third using their device to make purchases.

And marketers take note! Almost 80% of users report an unsatisfactory experience when visiting a non mobile-friendly website.

Apple still awesome

Apple still remains on top of the tablet table, currently accounting for over 30% of global tablet sales.

However Android is catching up, and next year is expected to overtake Apple to claim 40% of market share.