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DIGITAL MARKETING NEWS

Number Crunch: Tablets 2016

Australia Day, 2010: Most people had never heard of a tablet computer.

A day later, Apple launched their first generation iPad. Six years on, tablets are all-but ubiquitous, and the market is still going strong.

Uptake

By 2012, 24% of Aussies owned and used a tablet—making it equal #1 for tablet uptake with Spain.

At the same time, USA figures showed around 20% ownership.

Market Share

Up until 2012, Apple’s iPad and its iOS operating system owned over 50% of global market share.

Now, devices using the Android operating system take up more than two-thirds of the market.

Since 2010, Samsung has released 24 identifiably different models of Galaxy Tab. They lead the way for tablets running Android, with around 14% of the current market.

In the race between iOS and Android, Amazon’s Kindle has historically been the only significant outlier: it currently retains an 8% market share.

Previously considered uncompetitive, Microsoft got something right in 2015 with 8% of new tablets now running Windows10.

App Affluence

As on smartphones, the biggest money-spinning apps on the iPad are typically war games, led by Clash of Clans.

However, unlike smartphones, iPad users show a predilection for gambling apps. As of April 2016, 3 of the 20 top grossing iPad games are virtual casinos.

Market Size

The number of tablet users worldwide is projected to jump from 1 billion in 2015 to 1.51 billion in 2019.

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