What you need to know
Tablet penetration rose from 56% to 62% of internet users between December 2015 and April 2016, indicating there is still life in the market despite penetration remaining flat over the course of 2015. Competition from ‘hybrid laptops’ – ie laptops that can be converted into a tablet such as those with swivel displays or sliding keyboards, or those with a detachable keyboard which provides greater functionality, including improved battery life or additional connection ports – has been one of the factors squeezing the tablet market recently. However, companies are also producing more versatile and powerful ‘hybrid tablets’, like Microsoft’s Surface Pro 4, Apple’s iPad Pro and Samsung’s TabPro S, giving consumers the option of buying devices that are primarily tablets but increasingly suited to ‘productivity’ activities. So, although laptop penetration has remained steady throughout the growth of the tablet market, the arrival of tablets that can now genuinely start to claim to be laptop replacements may mean we will see more people start to forsake the traditional laptop form factor going forward.
Covered in this Report
This Report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops and smartphones), as well as which methods people have used to connect to the internet in the last three months.
We also look at types and frequency of activities consumers have performed online in the last quarter and analyse the factors that may be influencing ongoing trends in behaviour.
