The Media in Figures: Predicted tablet ownership in the UK

ALMOST half of UK households will own a tablet computer by the end of the year, according to predictions issued by research company, YouGov.

Says the company – which measures public opinion and consumer behaviour – tablet ownership rose from 22 per cent of UK households to 32 per cent between February and November last year.

In Media, technology & telecoms outlook for 2014, Russell Feldman, director in technology & telecoms, is quoted, as saying: ‘Tablets have truly crossed into the mass market over the past year and in the next twelve months we confidently expect close to 50 per cent of all households in the UK to own one of the devices.

“Over the course of [2013] ownership by household has risen from 22 per cent in February to 32 per cent in November. With manufacturers such as Tesco, Aldi and Argos entering the market with inexpensive tablets in the lead up to Christmas, more than 20 million are likely to have a tablet after the festive and sales period.

“[2014] will see the devices become ubiquitous, with approaching half of households having one in their possession. Tablet sales will come from both new owners entering the market for the first time but also to current owners that are looking to purchase another device. Our most recent research shows that among those who do not own a tablet, a fifth (20 per cent) are in the market to buy one with the majority (84 per cent) looking to purchase one in 2014.

“Furthermore, 15 per cent of current owners are looking to purchase another tablet and of these 86 per cent expect to get one by the end of 2014. It will soon be the case that people will not think whether they will get a tablet, but when.”

Source: Media, technology & telecoms outlook for 2014, YouGov, December 18 2013.