Australian media tablet study 2012-2016


Document type:

Categories:All Reports, Media Tablet, Mobility


The popularity of touchscreen media tablets is accelerating with 2.6 million Australians already using one and more than 11 million forecast to be using a media tablet by 2016, according to new research from local emerging technology analyst firm Telsyte.

The Telsyte Australian media tablet study 2012 indicates more than 1.4 million media tablets were sold in Australia in 2011, representing an annual growth rate of more than 330 per cent. In 2012, Telsyte expects more than 2 million media tablets will be sold locally, growing to 5 million by 2016.

On current trends Telsyte estimates around half of the Australian population will be using a media tablet by 2016.

According to Telsyte’s research, the media tablet market, at retail prices, generated around $1 billion in 2011.

Apple’s iPad remains the most popular device making up around 76% of industry sales in 2011 or a little more than 1 million units.

Telsyte believes that Microsoft’s incoming Windows 8 operating system on tablet form factors has the potential to accelerate the market, particularly in the business segment.

Telsyte predicts mobile carriers will be a growing channel for vendors, particularly with the arrival of LTE (4G) tablets in 2012.

The media tablet audience is also growing rapidly as device proliferation continues unabated, especially within families, where a device is often shared between two or more people. The rapidly growing audience is creating unprecedented opportunities for media publishers that are delivering their content via dedicated applications.

The Telsyte Australian media tablet study 2012 is a comprehensive 101 page report which provides subscribers with key market estimates, forecasts and vendor and platform shares across devices sold, installed based and audience. The report contains analyst insights and strategies for vendors, carriers, retailers and digital publishers looking to thrive in the fast growing media tablet ecosystem.