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Summary:

Data from meta-analysis firm eMarketer suggests tablet penetration in the UK is lower than that in the U.S., but still higher than that in other key European countries.

lots of tablets

Roughly a third of the British population now uses tablets at least once a month, according to the research firm eMarketer.

EMarketer does meta-analysis, in that it tracks and aggregates market research performed by other firms. It said on Wednesday that around 31.3 percent of the UK population were regular users of tablets. That doesn’t mean each one of those people own a tablet – they could be sharing one owned by a family member, for instance.

A year back, tablets only had 22.3 percent market penetration in the UK, and next year eMarketer reckons it will be 38.2 percent. Here’s the age group breakdown for that country:

eMarketer UK tablet age breakdown

It’s interesting to see these analyses from time to time, in order to track how tablets are gradually taking over. For many of these users, a tablet will obviate the need for a PC, which is why the PC market is shrinking so fast.

The research firm’s figures also give a handy insight into comparisons between different countries. The firm’s most recent figures for the U.S., for example, suggest 40.5 percent tablet penetration. This is notably higher than the UK’s, although eMarketer projects both countries will hit around the same level of penetration (just south of 50 percent) in 2016.

Compared with the rest of the top five EU markets (Germany, Spain, France and Italy), tablet penetration is highest in the UK – the average across the top five is 24.4 percent, though it is projected to hit 37 percent in 2016.

According to eMarketer, around 59 percent of British tablet users are using iPads, which compares with 54.4 percent in the U.S. The company reckons that Apple’s share of the tablet market will shrink over time in both territories, particularly thanks to the proliferation of cheaper alternatives.

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  1. This cannot be true. Just ask Microsoft. You cannot be productive on a tablet (read iPad) you must buy a surface ….. and maybe even a desktop pc to be productive.

    Cause Bill Gates said so…… thats why.

    LOL

  2. Jóföldi Endre Wednesday, October 2, 2013

    For me I dont see the necessity of a tablet between my notebook and my 4,3 inch smartphone. We have an ipad in our family, but only the kids are using it anymore.

  3. My daughter is English ~ Chinese and has been using the I-pad well, what is now HER I pad for about 2 years. She is now 5. I was worried it would become a games machine, to some extend it is, but all the games she chooses are language based, ie, she uses them to improve her English and Chinese.
    She prefer to watch cartoons on the laptop, or number one, the plasma wall TV screen!

  4. My wife and I are both over 60 and have a desktop, laptop, 2 smartphones and 2 iPad. With all this technology we still depend on and enjoy both of our iPads daily. Our iPads are used at home for daily activities such as textding, emails, Facebook, banking/paying bills and googling general topics. we use them for these activities because of their mobility and flexibility from room to room. We also enjoy them while traveling due to their ease, mobility and light weight. So, when we finish for the day and are sitting in front of our tv, we both will be engaged on our IPads and find is it a great way to connect with friends and family while catching the latest news and weather. I strongly recommend iPads as mobile cost effective devices to augment your online needs.

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