New research by Frost & Sullivan in New Zealand has revealed tablet devices to be lagging smartphones in the country. It’s just 26 percent of the population in New Zealand in the age group 15 to 65 years that currently owns a tablet device, compared to 64 percent owning a smartphone in the same age group. Taken from another perspective, about 42 percent household in the country have a minimum of one tablet owner. However, tablet devices are expected to make it big in the country in the coming years, predicted as it is to reach market penetration of 78 percent by 2018 from a rather modest 44 percent in 2013. While the above should be a sweet piece of news for tablet manufacturers, it does seem to be particularly so for Apple which is expected to see demand for its iPad device shrink in the face of rising competition from the affordable range of Android tablets. Analysts predict the iPad to end up with about 40 percent of the market to itself from the current 59 percent by 2018.
As for the pattern of tablet usage, consumers responded they preferred using the device the most during evening at home, for watching TV as well as in bed before going to sleep. However, not many are keen to read newspaper articles on their tablet, with about 62 percent tablet users having read an article in a month’s time. However, senior research manager, Australia and New Zealand ICT Practice, Frost & Sullivan, Phil Harpur believes the new age mobile connected devices such as smartphones and tablet do have the potential to unsettle print media in about a decades time.