Half of those intending to get a new tablet will do so to replace an existing device, new data from YouGov shows.
The figures from the Tablet Tracker study show that 23 million people now own a tablet and almost three million of them planning on getting another in the future. Among this group, around half (49%) say they will do so to replace an existing device as opposed to buying an additional one. A year ago just a third (33%) of those in the market for another tablet were looking to upgrade.
This surge in people wanting replacement device comes as around half (48%) of UK adults now own a tablet. Of these, more than four in ten (44%) have two or more of the devices. However, it is expected that there will be a post-Christmas bounce in these figures given previous seasonal jumps in sales between November and February.
The Tablet Tracker figures show that 15% of people looking to get a tablet expect to get them as a gift. Among this group, more than eight in ten (85%) are looking to get their device over the festive period. By February 2015 YouGov expects to see a three percentage point increase in the number of people owning two or more tablets.
Russell Feldman, Director of Digital, Media and Technology at YouGov, says: ‘It has taken a while but we believe that we are now finally seeing the upgrade cycle of tablets kick in. This is significant in the recent reports of falling shipments. Up until now people have been buying additional devices but with 50% of people now owning tablets, we are now at the stage where consumers are ready to replace their old devices with new ones. There has been a big surge in the demand for replacements over the past year as the devices have advanced to the point where it is worth getting a new one.’
Image from PA
