iPad remains top tablet as Australians take to interactive mobile gaming

Windows 2-in-1s continue to take market share from Android slates


SYDNEY, AUSTRALIA; Australian tablet computer sales continue to grow with 1.5 million devices sold in the first half of 2018, up 3.6 per cent from the previous year, according to new research from emerging technology analyst firm Telsyte.


The Telsyte Australian Tablet Computer Study 2018-2022 found Apple maintained its market leadership (49.6% iOS vs. 26.0% Windows vs. 24.0% Android vs. 0.4% Chrome OS) due the popularity of the iPad 9.7 inch model, which was the leading product sold during the half.

The top three vendors were Apple, Samsung, and Microsoft. However, Telsyte believes there is a growing opportunity for other vendors to build on market awareness and tap into consumers shifting preferences from laptops to 2-in-1s.

Demand for 2-in-1s (Telsyte includes iPad Pro tablets as 2-in-1s) continued to grow, with sales in the first half of 2018 up 25 per cent over the same period last year.

Telsyte Managing Director, Foad Fadaghi, says the versatility of 2-in-1s are increasingly appealing to both businesses and consumers.

“There are now more 2-in-1 tablet options available in the sub-$1,000 range compared to 12 months ago,” Fadaghi says.

Traditional PC manufacturers such as Lenovo, Dell, HP, Acer and Asus are also set to benefit from the transition that is happening from laptops to touchscreen 2-in-1s.

Telsyte estimates around 2 million tablets were connected to Australia’s cellular mobile networks (3G/4G) at the end of June 2018. This figure is set to grow over the coming years as shared mobile data caps grow and newer devices make use of electronic SIMs (eSIMs) and new 5G networks.

Tablets usher in a new era of mobile gaming and augmented reality

Telsyte research shows interactive gaming has been a critical application for tablets, and a big driver for replacements and upgrades. Games remain the largest revenue generators on tablets in both Android and Apple app stores. This follows a similar trend with non-portable computers with Telsyte latest polling showing around 20 per cent of desktops PCs purchased by Australians are mainly for gaming.

In Australia, the interactive games industry generated more than $3 billion in 2017 (https://igea.net/2018/02/australian-consumer-spend-video-games-cracks-3-billion/) and Telsyte research shows around a third of the annual revenue ($1BN) was from mobile gaming, across both tablets and smartphones.

With more than 1 in 4 Australian tablet users playing games on their devices daily, popular titles such as Fortnite have skyrocketed on mobile devices. Telsyte estimates there were more than 1 million Fortnite players (16+ years of age) on mobile (tablets and smartphones) at the end of July 2018.

Augmented Reality (AR) is also gaining momentum on tablets, with more than 3,000 AR apps already on Apple’s App Store. Among tablet users who are interested in AR applications, games received the most interest (33%), followed by virtual tours, travel related apps and education apps. The most sought-after AR tablet game genres were shooters (40%), adventure games (31%) and platformers (30%).

For further information on the study or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Email: ffadaghi@telsyte.com.au

Alvin Lee
Senior Analyst
Tel: +61 2 9235 5890
Email: alee@telsyte.com.au

The Telsyte Tablet Computer Market Study 2018-2022 is a comprehensive study which provides subscribers with:

  • Market sizing, platform and vendor market shares and forecasts

  • End user trends across devices, application usage, platforms, channels and accessories

  • Tablet and computer purchase intentions and loyalty

  • Tablet audience estimates

  • Strategic analysis of market trends and issues

In preparing this study, Telsyte used:

  • An online survey conducted in July 2018 with a representative sample of 1,047 respondents, 16 years and older. An additional 338 Australian respondents, 16 years of age and older were surveyed to determine tablet purchases made between January 1 2018. to June 30 2018.

  • An online survey conducted in November 2017 with a representative sample of 1,162 respondents, 16 years and older.

  • Interviews conducted with executives from service providers, network operators, manufacturers, retailers, financial analysts and channel partners.

  • Financial reports released by service providers and manufacturers.

  • On-going monitoring of local and global market and vendor trends.

  • Analyst reviews of leading tablet devices.

Editor’s note:

Tablet definition: A computer device consisting of a 7 inch or larger touch screen that can be used in a slate format (not requiring keyboard or mouse). Telsyte’s definitions includes 2-in-1 devices with detachable or foldable keyboard, and tabletop, or reclinable desktop screens that provide a tablet form factor experience.

2-in-1 definition: Primarily refers to laptops that have a touch screen and detachable keyboards or foldable form factors to provide a pure tablet-like experience. Tablets that are known for their versatility and mimic laptop-like experience with keyboards or type covers are also considered as 2-in-1s. E.g. Microsoft Surface tablets, iPad Pro, Samsung Galaxy Book, HP Spectre x360, Asus Chromebook Flip 2, or Lenovo Yoga 730.

Please note Telsyte measures Apple iPad Pro models as 2-in-1s for comparison reasons, due to having a specifically designed Apple keyboard which is typically sold together.

About Telsyte

Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC.technology. For more information visit www.telsyte.com.au

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