Android overtakes Apple in Australian tablet sales

Android-based tablets have overtaken Apple's lead in the Australian market, according to research firm Telsyte's Australian media tablet market study. Android-based tablets now account for 47% of the market, a slim lead over Apple's 46%. Microsoft trails behind with just 7% of tablets running Windows.

By Alex Choros

Android-based tablets have overtaken Apple's lead in the Australian market, according to research firm Telsyte's Australian media tablet market study. Android-based tablets now account for 47% of the market, a slim lead over Apple's 46%. Microsoft trails behind with just 7% of tablets running Windows.

Telsyte managing director, Foad Fadaghi, believes this trend will be reversed in the second half of 2014, restoring Apple's number one spot. “Apple should have a strong second half if it can bring upgraded models to market and benefit from a halo effect created by the iPhone 6 launch,” Fadaghi says.

In addition, Telsyte surveys show that existing iPad users have higher repeat intentions than Android tablet users.

The study reiterated slowing tablet sales, stating that device sales have dropped by 28% in the first half of the year, the equivalent of 1.8 million units. This is attributed to a slower tablet upgrade cycle; the prevalence of phablets has only marginally affected tablet demand.

Despite Android's current lead in market share, the iPad 2 remains the most popular tablet in Australia.

Source: AFR, Telsyte

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