Australians take to convertible ‘2-in-1’ tablet-computers as overall tablet sales continue to decline


SYDNEY, AUSTRALIA – Convertible “2-in-1” tablet-notebook devices are taking the personal computing market by storm with sales poised to triple from more than 500,000 this year to nearly 1.5 million in 2017, according to a new study from emerging technology analyst firm Telsyte.

Despite this burgeoning category of devices, Telsyte’s half yearly Australian Media Tablet Study 2015-2019 indicates the tablet market continued to slow and is down 16 per cent on the corresponding period in 2014 with only 1.5 million units sold in the first half of 2015.

Apple iOS devices retained leadership with 48 per cent market share; however, Android devices with 38 per cent (down 4%), lost ground to Windows-based devices which now make up 14 per cent (up 4%) of the market.

Across vendors, Telsyte believes Microsoft is now the third largest player after Apple and Samsung in the Australian tablet market.

Overall, the Australian tablet market has been characterised by a sharp decline in low end device sales and the emergence of premium 2-in-1 devices.

“The tablet market has been impacted by larger screen smartphones and buyers seeking greater functionality from their next tablet purchase,” Telsyte managing director, Foad Fadaghi, says.

Telsyte expects Windows-based tablets and 2-in-1s will grow to around a third of the market by 2017, where they should exceed Android tablet sales based on current trends.

“Windows-based tablets and 2-in-1s will benefit from an upgrade cycle that started with the arrival of Windows 10 and is expected to continue into 2017,” Fadaghi says.

Telsyte believes the stage is set for a battle between professional devices suitable for workplace applications such as the Surface Pro 4 and iPad Pro. The arrival of these devices is expected to help to boost sales in the second half of 2015 to 1.8 million units

Telsyte estimates that there were 13.7 million tablet users in Australia as of the end of June 2015. New user growth is expected to mainly come from those under 16 years of age and those above 65, given market saturation in most other age groups.

For further information on the report or media inquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 8297 4651
Twitter: @foadfadaghi

For sales and consulting enquiries please contact Foad Fadaghi on +612 8297 4651 (

About Telsyte’s Australian Media Tablet Market Study 2015-2019

Media Tablet definition:  A computer device consisting of a 7 to 12 inch touch screen, including 2-in-1 devices with detachable or foldable keyboards that provide a tablet form factor experience.

Telsyte’s Australian Media Tablet Market Study 2015-2019 is a comprehensive report which provides subscribers with:

  • Market sizing, platform and vendor market shares and forecasts
  • End user trends across devices, services and mobile media
  • Purchase intentions and loyalty
  • Product reviews and insights
  • Tablet audience estimates and strategies for media companies

In preparing this study, Telsyte used:

  • Financial reports released by mobile carriers, manufacturers and service providers.
  • Interviews conducted with executives from mobile operators, vendors, retailers, and channel partners.
  • An online survey of a representative sample of Australians 16+ years of age conducted with 1,077 respondents in July 2015.
  • An online survey of a representative sample of Australians 16+ years of age conducted with 1,009 respondents in February 2015.
  • On-going monitoring of local and global market and vendor trends.

About Telsyte
Telsyte delivers strategic insights and advisory services to businesses that are producing, or are impacted by, disruptive technologies. Telsyte publishes studies into emerging consumer and business markets and provides custom research and advisory services. Telsyte is a wholly-owned independent business unit of UXC Limited. UXC is an ASX-listed Australian IT services company and the largest Australian-owned ICT consultancy firm with over 2,500 customer organisations in the private and public sectors across Australasia.

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