Ahead of Windows and Android.

Australian tablet computer sales continue to grow with 1.5 million devices sold in the first half of 2018, up 3.6% from the previous year, according to new research from emerging technology analyst firm Telsyte.

The Telsyte Australian Tablet Computer Study 2018-2022 found Apple maintained its market leadership (49.6% iOS vs. 26.0% Windows vs. 24.0% Android vs. 0.4% Chrome OS) due the popularity of the iPad 9.7 inch model, which was the leading product sold during the half.

The top three vendors were Apple, Samsung, and Microsoft. However, Telsyte believes there is a growing opportunity for other vendors to build on market awareness and tap into shifting preferences from laptops to 2-in-1s.

Demand for 2-in-1s (Telsyte includes iPad Pro tablets as 2-in-1s) continued to grow, with sales in the first half of 2018, up 25% over the same period last year.

Telsyte managing director, Foad Fadaghi, says the versatility of 2-in-1s are increasingly appealing to both businesses and consumers.

“There are now more 2-in-1 tablet options available in the sub-$1,000 range compared to 12 months ago,” Fadaghi said.

Traditional PC manufacturers such as Lenovo, Dell, HP, Acer and Asus are also set to benefit from the transition that is happening from laptops to touchscreen 2-in-1s.

Telsyte research shows interactive gaming has been a critical application for tablets, and a big driver for replacements and upgrades. Games remain the largest revenue generators on tablets in both Android and Apple app stores.

Augmented Reality (AR) is also gaining momentum on tablets, with more than 3,000 AR apps already on Apple’s App Store. Among tablet users who are interested in AR applications, games received the most interest (33%), followed by virtual tours, travel related apps and education apps.