The increasing affordability of Apple devices has lead women to become the majority of tablet owners for the first time.
According to new figures from YouGov, 22% of adults now own a tablet, up from 18% last quarter, with 26% of British households now having a device such as an iPad or Nexus 7. The survey found tablet ownership was becoming increasingly mainstream, with the cheaper prices of the older iPad devices, as well as the launch of the iPad mini, driving popularity among women. Women now account for 52% of tablet owners, up 9 percentage points on last year. The number of under 35s that own a tablet has leaped from 19% to 26% year on year. The only demographic that has decreased their consumption is the over-55s, who are down from 42% to 31%.
John Gilbert, lead director at YouGov technology and telecoms, said: ‘The early adopters of tablets have typically been affluent males. They buy the latest models, and have placed their old devices on to the secondary market or given them to other members of their household.
‘A growing number of females and under-35s own older tablets, such as the iPad 1 and 2 while affluent males have the more recent iPad 3 and 4 and Samsung devices. Add to this the fact that it is women and young people driving the popularity of iPad Mini in the UK and it is clear where the surge in tablet ownership among females and under-35s comes from.'
Gilbert added growth in the sector was likely to continue, with 20% of non-owners saying they would probably buy a device.
Author: Matthew Campelli