Android's share of the tablet market is increasing thanks to greater consumer satisfaction and device credibility, research from YouGov has revealed.
While Apple continues to dominate the UK tablet market, accounting for 63% of the category, its share dropped by 10 percentage points during the past 12 months. Samsung has more than doubled its share from 4% to 10% between 2012 and 2013. Amazon's Kindle Fire has seen its share leap from 1% to 5% during the same period. YouGov found more than 8 million adults, or 18% of the UK adult population, own a tablet, up 5% on the fourth quarter of 2012.
John Gilbert, consulting director of YouGov Technology and Telecoms, said: 'With a growing market, greater competition and falling prices, Apple was bound to lose some share. However, it is not simply a matter of inexpensive products flooding the market. It seems that Apple no longer has a monopoly on the “premium” share as other brands emerge with near-equal satisfaction scores. Given the market’s current expectations and considerations in purchasing tablets, we anticipate Apple to lose additional share throughout the coming year to Samsung, Google and Amazon.'
Author: Graeme Neill