Tablet uptake rises in Australia

Tablet ownership levels are set to reach almost 30% in Australia during the next five years, by which time more than half of shoppers should posses a smartphone, Frost & Sullivan, the research firm, has predicted.

In a new report, the company forecast that tablet penetration is likely to stand at 29% in 2017, versus the current figure of 13%.

The company also stated that 20% of consumers in the 15–65 year old demographic had already bought these gadgets, with uptake peaking among 25–44 year olds.

More broadly, it suggested that 33% of Australian households today contain at least one member who boasts an iPad, Galaxy Tab, Kindle Fire or similar offering.

In an indication of the impact this trend is exerting on other media channels, 55% of individuals that own a tablet have reduced the amount of time spent surfing the web on PCs or laptops.

"Tablets are fundamentally changing user behaviour patterns," Phil Harpur, Frost & Sullivan's senior research manager, Australia and New Zealand, said.

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