Tablet sales predicted to fall 13%

Australian tablet sales are estimated to decrease by up to 13% in the first half of 2020, according to forecasts from technology analyst firm, Telsyte, due to supply chain issues caused by the coronavirus. This follows a 3% decline in sales in the second half of 2019.

The Telsyte Tablet Computer Market Study 2020 also found that the tablet replacement period is now up to four years, an increase of 0.6 years compared to 2018.

Despite Australians replacing their tablets less frequently, Telsyte research shows usage has been steady since 2017 at around two hours per day among 15.8 million users. The average cost of tablets is falling, now at around $800, down 8% from a year ago.

Apple remains the market leader with 48.4% share, ahead of Android (18.1%), Windows (31.7%) and Chrome (1.8%) despite unit sales share falling 5% in the second half of 2019.

Increased availability of more affordable 2-in-1s, such as Apple’s new iPad and HP Envy x360, helped stem an otherwise faster decline due to slumping demand for larger slate only formats.

The new iPad 10.2 inch (2019) was the most popular model sold in the second half of 2019 due to its price point, support for the smart keyboard, and more computer-like features found in iPadOS.

Looking ahead to the remainder of 2020, the Telsyte survey found that 29% of those who intend to purchase a tablet might be interested in using a foldable screen tablet like the Lenovo ThinkPad X1 Fold. This is currently higher than those interested in buying a foldable smartphone in 2020 (24%).

“Australians are more receptive toward the foldable tablets due to improved portability and folding actions have long been adopted in 2-in-1s,” Telsyte senior analyst, Alvin Lee said.

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