Wednesday, March 20th, 2013 - Roy Morgan Research

The proportion of Australian Businesses using tablet computers is set to increase dramatically in the next 12 months, with the number of tablets in business use growing by at least 50%, according to the Roy Morgan Business Single Source Telecommunications Survey.

The proportion of Australian Businesses using tablet computers is set to increase to 31% (from 23% currently) in the next 12 months, with the number of tablets in business use growing by at least 50%, according to the Roy Morgan Business Single Source Telecommunications Survey.

At the end of 2012, 23% of Australian Businesses were using tablet computers. However not all industries have embraced this new technology at the same rate: while 37% of Information, Media and Telecommunications businesses are already using tablets, only 13% of Agricultural businesses have a tablet computer.

Different industries also have widely differing rates of intending to take up tablet computers, - Information, Media and Technology businesses the most likely to buy or replace tablets in the next 12 months (21%), followed by Wholesale Trade businesses (18%) Education and training businesses (17%) and Professional, Scientific and Technical Services (17%), all among the highest growth industries for tablets.

The number of tablets in use by business is likely to increase by more than 50% over the next 12 months, with most of the sales likely to be to either Micro businesses with less than 5 employees, or Large businesses (those with more than 200 employees).

Source: Roy Morgan Business Single Source (Australia), All Australian Businesses, January 2012 – December 2012 (n = 10,406).

Nigel Smith, Director of Business Research, Roy Morgan Research, says:

“While Apple’s iPad has clearly been the leading consumer tablet to date, there are reasons to doubt that it will maintain its dominant position as tablet usage extends into the business market. Microsoft, Google, Samsung and Blackberry are all developing products to compete in this space, and with the current rate of growth in the market, any one of them may develop the combination of productivity applications, price and ease of use that either displaces Apple as the tablet market leader, or Microsoft as the office software market leader. Or possibly both.

“The business tablet market is Apple’s to lose.”

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Business Tablet Market

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