trends

Bitter pill: tablet sales fall 20% in Australia

Kirsten Robb /

The enthusiasm of Australians for tablets is waning, with sales of the devices reaching its peak in 2013, according to research released today from Telsyte.

Telsyte’s Australian Media Tablet Market Study 2015 shows few of those consumers ever found a reason to upgrade their device in 2014 and preferred instead to purchase wearable devices.

“The average cost of a smart fitness band is similar to an entry-level tablet, making it a popular alternative for those who already own a tablet,” said Telsyte senior analyst Alvin Lee in a statement.

Apple remained the tablet market leader in the second half of 2014, making up nearly half of all unit sales from July 1 to December 31. But Windows was also been able to make ground in the declining tablet market, with a year-on-year increase in unit sales.

Growing consumer interest in smart wristbands, smartwatches and virtual or augmented reality headsets is expected to place further strain on the tablet market over time.

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Kirsten Robb

Kirsten Robb is a former journalist at SmartCompany. Previously, she worked at News Corp as a property reporter for Leader Newspapers and the Herald Sun, and holds a Masters of Journalism at Melbourne University.

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