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73% Of Tablets In UK Are iPads


73% Of Tablets In UK Are iPads

If we needed further confirmation that the predicted slump in PC shipments then it has been provided by a study which reveals that 3.6 million people in the UK own a tablet device.

Out of this figures, Apple has a whopping 73 per cent market share, with its ‘closest’ rival, Samsung, having just 5.9 per cent of the market. This underlines the domination of Apple in the sector, since it effectively launched the tablet revolution in April 2010 with the original iPad.

The 3.6m tablet owners represent around 7.5 per cent of the UK population, which is triple the number of tablet owners compared to November 2010, when data provider, Kantar Worldpanel ComTec, last compiled such results.

The company also asked people what tablet they are planning on purchasing in the coming year. 50 per cent claimed they would be purchasing an iPad while 28 per cent said they were undecided.

This suggests that Apple’s dominance in the market could be reduced somewhat, but it is still going to be the biggest-selling individual manufacturer by some distance.

Samsung Galaxy Tab 10.1

Dominic Sunnebo, global consumer insight director for Kantar, said: "Apple's achievements in this market are clearly linked to its success in the smartphone market: 80% of people who already own an iPhone and plan to purchase a tablet intend to buy an iPad. This is clearly something other manufacturers will have to contend with."

Kantar also surveyed how people used their tablets showing that despite most not having 3G connectivity, 43 per cent use them on their commutes while 36 per cent use tablets outdoors.

The most common use of these tablets is for reading ebooks and online newspapers, apps and playing games.

In an indication of the pervasiveness of tablets in today’s society, only three per cent of people said they didn’t know what tablets were - though hopefully people didn't confuse mobile PC devices with their vitamin pills.

Go to comments


September 12, 2011, 9:16 pm

Of course Apple is going to remain dominant in the Tablet market: they just get their only viable competitors banned from sale and therefore stay on top by process of elimination...

The verdict of *that* recent court ban was "Apple are known for their minimalist, simple design. There are other ways to make a tablet" meaning that if customers want a minimalist, simple design they can only ever buy an iPad. Other manufacturers are now apparently legally banned from releasing minimalist, simple designs therefore the iPad remains on top because consumers don't want anything else. Q.E.D.

Unfortunately, the most intuitive way to run an operating system is "simple and minimalist" (e.g. a grid of icons) so how are any other manufacturers ever going to be able to compete?

For example, the simplest way to navigate through a photo album is to swipe to the side (as you would the pages on a physical, printed photo album!). Apple owns the patent on that mechanism (and the Galaxy line was slammed for it). The only alternative is something more complicated and therefore less desirable.

Technically minded people will usually go for anything that isn't Apple because they don't want to be locked down or prefer open choice software (deliberate wording) but then they will always be in the minority and have to compromise on usability.

I'm willing to be proven wrong here (oh please please please prove me wrong!!!) but I see this recent ruling as the start of the end for tablet competition as Apple progressively backs them into a usability corner.

David Gilbert

September 12, 2011, 9:28 pm

I don't think it is going to be the end for tablet competition in the long term, but in thew short term, I do think that the courts are setting a worrying precedent. As you say, the simplest solution is invariably the best and since Apple got their first, they are trying to lock everyone else out claiming they were the ones who innovated first, when in fact it wasn't so much innovation as getting to the right answer first.

It is going to be difficult for anyone to oust Apple from its perch in the short term, but I believe it will happen eventually - as more and more people become technically minded, which is inevitable. But for this to happen, I think other manufacturers will have to realise that to beat Apple they will need to under cut them price wise before they have a chance of standing out in an overcrowded market.


September 12, 2011, 10:04 pm

ah but how can they undercut Apple price-wise if they get banned from sale?


September 12, 2011, 11:18 pm

Patent law is a mess, and the courts preventing anyone from designing something similar to the iPad is ridiculous. Having played with a TouchPad (thank you HP firesale) there is an alternative to a "row of icons" and I prefer it (and prefer it also over my Android copycat iPhone phone by Samsung). What i see shaking up Apple's hold on the tablet market is Windows 8.

I reckon 93% of people who have an iPad rarely if ever use it. Probably their kids use it more than the people who bought it. They are gimmicks, and it's down to the sheer magnificent branding of Apple that they've sold. I hope that common sense will prevail, people will see Windows 8 tablets in 2012, realise it has all the games, all the silly apps AND lets you do some work and the iPad will be forgotten because it's just too basic. Don't get me wrong, it's lovely, great for what it does, but for £400+ it's an expensive toy (that it seems quite a few million people here have 'wasted' their money on).


September 12, 2011, 11:31 pm

There are so many tablets on the market - too many - therefore the choice is bewildering and most people will just go for an iPad because it's just the easy safe choice. You know it'll be supported for several years, you know what you are getting in terms of build quality, you know exactly what it does/doesn't do and you know more or less when it will be made obsolete.


September 13, 2011, 12:10 am

A 100% of all tablet buyers are idiots


September 13, 2011, 5:56 pm

Do you have any idea how stupid that comment makes you look? Just because YOU can't afford / don't want / don't have a use for something doesn't make everyone who buys one an idiot. I have no use for a $3,000 designer handbag or an electric guitar, but I'm not going to go slamming anyone who buys one. For the record this is from someone who doesn't (yet) own a tablet, but is coming round to the idea that an iPad might be a fun addition to my technology arsenal.


September 13, 2011, 8:51 pm

Obviously iPads will dominate the market. Afterall they have been in the market longer than anyone else and also there has not been any viable alternative until recently. Others are playing catch up and a few of them has just about managed to do that.

Mark my words iPads won't dominate for long as Android tablets are developing at a faster rate. Like most Apple products great to begin with then every iteration there is only minor improvements and features. Nothing revolutionary...

Take the smartphone arena Android has growth no one can match and dominates the market by a long way. Even the Galaxy S2 has outsold the iPhone 4 here...


September 13, 2011, 8:53 pm

Bold statements indeed!
I must be part of the mass of brainless sheep that have been bamboozled by the Apple branding machine into buying an iPad. Where was my free will when I needed it? Curse you Mr Jobs!

I am also part of the 7% of sheep that use the iPad more often than "rarely". As it happens, I bought one for the wife but I use it more than she does, definitely daily and for a few hours at a time. It's quicker than using my laptop, the keyboard is sufficient for my needs and I don't need a lot of productivity apps.

96% of people who use laptops in the evenings to browse the web, update social networking or read/respond to emails don't go on to create a Word document or a spreadsheet so don't need an office suite.

Windows 8 will hardly be a game changer. Yes, it will be different but people associate the word "Windows" with firewalls, ant-virus software, blue screens, bizarre error messages and for proper gamers, neither the iPad nor a Windows 8 tablet is appropriate.

Tablets have limitations, without a doubt, but I use mine .. a lot .. and it is neither a toy nor a gimmick. It is just a different, simpler way of consuming media.


September 14, 2011, 2:04 am

Says it all really if you think there's nothing wrong with spending $3000 on a handbag...


September 14, 2011, 2:27 am

I read the headline and saw

"27% of tablets run android" :)

ok maybe not all 27% - but you get the idea ... I wonder what the growth rate looks like - because a year ago 100% of tablets were ipads

apple need to look in the rearview mirror because the thing coming up fast from behind is green and robot shaped ....


September 14, 2011, 2:30 am


"...and you know more or less when it will be made obsolete."

yes - exactly 12 months after you bought it when they replace it with the ever so slightly thinner version" ... :)


January 10, 2013, 10:23 am

I have a Nexus 7 and it's unbelievable for the money. I can't see how Apple can retain its market share against devices like that coming out for £100 less. What are N7 vs iPad mini sales figures like?

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