Tablet market growth slows as penetration reaches 56% in Netherlands

Tablet market growth slows as penetration reaches 56% in Netherlands

Growth in the tablet market is slowing in the Netherlands, as a majority of Dutch households already own one of the devices. In the second quarter of 2014, 56 percent of households owned at least one tablet, up by 5 percent points compared to six months earlier and 14 percent points more than a year earlier. This means that tablets are now used in around 4.2 million Dutch households, according to independent market researcher Telecompaper.

The figures come from a survey of 6,600 Dutch consumers aged 12-80 during the second quarter by the Telecompaper Consumer Panel. The survey also found that, in line with the growing penetration, fewer people plan to buy a tablet in the coming months. Less than one in six (16%) of consumers without a tablet said they expect to buy one in the next six months. Six months ago, 19 percent said they would buy a tablet in the next six months, and a third actually bought one. In Q2 2013, 19 percent also said they would buy a tablet in the next six months, and half of those actually did so.
Tablet penetration is increasing across all age groups. Already 50 percent of 65-80 year olds in the Netherlands own a tablet. Among teenagers, tablet penetration is stabilising.

Apple’s iPad is the still the most popular tablet in the Dutch market. Apple’s share has been stable for several quarters, while Samsung’s share of the Dutch tablet market has been growing. Consumers indicated that the main reasons for buying a specific tablet are the price and the brand; the latter is especially important when it comes to Apple and Samsung devices.

When it comes to using tablets, the most popular activities are browsing the internet and playing games. The iPads 2, 3 and 4 and the iPad Mini are more likely to be used for online shopping than other tablets, while women favour gaming and social media on their tablets more than men. On average, tablets are used for nine and a half hours per week. The elderly use it for fewer hours than before.

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