Can Apple continue to dominate the UK tablet market?

A new tablet tracking service introduced by online research experts Kantar Worldpanel Comtech has found that us Britons cannot get enough of tablet technology. Currently 3.6 million of us own a tablet device in the UK. Unsurprisingly, the vast majority of tablets in circulation are iPads. Interestingly, the habits of a tablet owner are fairly consistent. The majority use their tablet to read e-books, news and articles as well as access apps and games. The highest levels of use take place during commuting hours, with owners making the most of the time spent sat on buses and trains.

This level of detail regarding the type of use not only enables us to draw a number of conclusions about the average tablet owner, but critically highlights the opportunities that lie ahead for manufacturers. Bored commuters, looking for content rather than social networking opportunities, are an important part of our population, but not the only social group that can enjoy the benefits of a tablet device.

With an adult population of around 48 million, the untapped market is huge for tablet technology and according to the research, more of us are set to buy a tablet device. As many as two million more Britons will buy a tablet in the next year. 28% remain unclear about the brand they will opt for. While the iPad is the dominant force in the marketplace, tablets such as the Samsung Galaxy are growing in popularity and reputation. However, when it comes to brand loyalty, Apple has it covered. Of those who already own an iphone and are planning to buy a tablet in the next 12 months, 80% said that they would choose the iPad over any other model. So while greater demand may lead to a drop in the overall marketshare for Apple, it is unlikely that it will impact Apple's long term popularity or ongoing success. Continual investment in cutting edge design, innovative technology and customer experience looks set to maintain the success of Apple with its current fan base, and may just be the ingredients necessary to attract new, previously unchartered consumer groups into the Apple fold.

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