Apple to remain media tablet leader as Australian sales hit 1.2 million in 2011: Study

Leading market research firm, Telsyte forecasts almost 1.2 million media tablet units will ship to Australia in 2011.

In a study of more than 30 companies, Telsyte said media tablet sales in the first five months of this year had already exceeded the 326,000 units sold in 2010. The study included vendors, telecommunications companies and business and government end users.

After releasing the iPad 2, Apple further cemented its dominant market leader position. Last year, Telsyte forecasted Apple would have 60% market share in 2011, however, that figure has been revised to 71%.

Telsyte research director Foad Fadaghi told SmartCompany the ease of using a tablet device had won over consumers.

“It’s suitable for the most laborious tasks and it doesn’t take too long to get your head around it,” he said.

“In some cases, tablets will replace PC’s altogether. If people have a choice whether to buy a tablet or a PC, they may buy the tablet now and buy a PC further down the track. But in most cases they are being used as additions for the mobile worker.”

Fadaghi expects tablet usage to increase in a range of sectors, from banking and finance, large retail companies and education.

Other devices such as the Google Android, Samsung’s Galaxy Tab 10.1v and the recently launched Blackberry Playbook are other market leaders. Microsoft also expects to launch its Windows 8 tablet next year.

Fadaghi says these companies will need to lower their prices to effectively compete with Apple.

“When prices are significantly less, they do tend to get more consideration,” he told SmartCompany.

“They can also add to the ecosystem of applications and focus on new feature innovation.”