Thursday, 28 February 2019 11:27

Australia tablet sales hit a bump in 2H2018, says Telsyte

Australia tablet sales hit a bump in 2H2018, says Telsyte Image by PhotoMIX-Company on Pixabay

Tablet sales in Australia have taken a tumble due to continuing falls in the Android market and a slowing in growth of the maturing 2-in-1 segment, emerging technology analyst firm Telsyte says.

The company said its estimates were that about 16 million tablets were sold in the second half of 2018, 21% less than the corresponding period a year earlier.

Apple stayed in the lead, with the new iPad 9.7-inch device the most popular due to its price. In terms of market share, iOS took 49.6%, Windows 29.9%, Android 19.3% and Chrome 1.2%.

Apple's share was up by 5.1% and Windows by 2.1% while Android went in the other direction, falling by 21%.

Among vendors, Apple, Samsung and Microsoft took more than 75% of the total sales.

telsyte tablets

Telsyte said the 2-in-1 category had passed its early growth phase and about 3.5 million Australians now owned one, with more than 70% being Windows devices.

Sales were expected to fall further as users continued to hold onto their devices longer, with the average replacement cycle now standing at 3.1 years, up 0.6% from 2017.

About 15.7 million Australians had access to a tablet by the end of 2018, making it a very mature segment of the market.

The analyst firm said given that 5G, eSIMS and bigger mobile data plans were arriving, there was plenty of potential in the market.

“The arrival of 5G will likely spur further interest for connected tablets, potentially amongst gamers due to lower latency,” Telsyte senior analyst Alvin Lee said.

Interactive gaming was a big reason for tablet purchase and this would continue to be a driving factor, Telsyte said.

More than 60% of children (under 18) had access to a tablet at the end of 2018 and the majority (81%) were using it at least a few times a week, averaging two hours a day.

“More cost-effective 2-in-1 devices designed for the education market are likely to be popular in coming years,” said Lee.

In the smart speaker segment, Telsyte said 16% or 1.6 Australians were using at least one device. A growing number, below 5% at the moment, were using smart speakers with displays.


You cannot afford to miss this Dell Webinar.

With Windows 7 support ending 14th January 2020, its time to start looking at your options.

This can have significant impacts on your organisation but also presents organisations with an opportunity to fundamentally rethink the way users work.

The Details

When: Thursday, September 26, 2019
Presenter: Dell Technologies
Location: Your Computer


QLD, VIC, NSW, ACT & TAS: 11:00 am
SA, NT: 10:30 am
WA: 9:00 am NZ: 1:00 pm

Register and find out all the details you need to know below.



iTWire can help you promote your company, services, and products.


Advertise on the iTWire News Site / Website

Advertise in the iTWire UPDATE / Newsletter

Promote your message via iTWire Sponsored Content/News

Guest Opinion for Home Page exposure

Contact Andrew on 0412 390 000 or email [email protected]


Sam Varghese

website statistics

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.



Recent Comments