Australians are falling out of love with Android tablets

Alex Kidman 3 October 2017

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Australians are increasingly opting for Windows 10 tablets or Apple's iPad line when purchasing a new device.

Sales figures strongly point to Android having the lion's share of the market when it comes to smartphones in Australia, but the same doesn't appear to be true for tablets. According to research from Telsyte, the Android tablet market in Australia is in freefall, with a 29% drop in Android tablet sales in the first half of 2016.

Overall, tablet sales are dropping, with a 10% dip in overall market numbers in the last year, but it's Android that has notably ceded the most space to its competitors, especially to Windows 10-based tablets.

Realistically, many manufacturers that produce both Android and Windows 10 devices have tended to shift towards Windows 10 production, with Samsung being one of the notable exceptions, pushing its Android-based Samsung Galaxy Tab S3 as hard as its Windows 10 Samsung Galaxy Book line.

Still, in Australian terms, it's a market that is absolutely dominated by Apple's iPad line, including the new iPad and the 10.5-inch iPad Pro. Apple's market share accounts for 49% of tablet sales locally, compared to a 29% share for Android and a 22% share for Windows-based devices.

Telsyte's predictions are that tablet sales will bounce up slightly in the second half of the year, driven by the adoption of AR-based applications. While Apple has made a lot of noise around the AR abilities of the new iPhone 8, iPhone 8 Plus and iPhone X, many existing devices that can run iOS 11 aren't ARKit-capable, which could drive consumers towards tablet upgrades.

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