Tablet Sales in Australia: Yearly Statistics and Market Trends

The tablet market in Australia has experienced significant changes since the first wave of tablets hit the consumer market over a decade ago.

These portable devices have become essential for many Australians, offering a hybrid experience between laptops and smartphones. This article provides a comprehensive overview of tablet sales in Australia, examining the yearly sales statistics, trends, and factors influencing the market, as well as projections for the future.

 

Overview of the Tablet Market in Australia

The Australian tablet market is primarily dominated by major players such as Apple (iPad), Samsung (Galaxy Tab), Microsoft (Surface), and Huawei. Tablets cater to a variety of consumers, including students, professionals, and casual users. Although the market initially grew rapidly in the early 2010s, it has since matured, with demand driven by specific use cases like education, media consumption, and business productivity.

 

Early Growth and Peak of the Tablet Market

1. 2010-2015: The Introduction of Tablets and Early Growth

The global tablet market took off in 2010 when Apple introduced the first iPad, creating a new category of devices. In Australia, the initial years saw rapid adoption, especially as tablets were seen as revolutionary for both entertainment and productivity.

• 2010: The Australian market saw approximately 900,000 units sold in 2010, primarily driven by the Apple iPad. At the time, tablets were a novelty, with consumers eager to experience a new, portable form factor that offered a larger screen than smartphones.
• 2012: By 2012, sales had surged to 1.8 million units, with the launch of new iPad models and competition from Samsung’s Galaxy Tab series. Tablets were becoming mainstream, finding their way into homes, schools, and businesses.
• 2013-2015: Tablet sales peaked in 2014, with around 2.3 million units sold in Australia. By this time, tablets had become a staple device for media consumption, web browsing, and light productivity tasks. During this period, companies like Microsoft entered the tablet market with their Surface line, targeting professional users seeking powerful, laptop-like performance in a tablet form.

2. 2016-2019: Plateau and Market Maturity

After several years of rapid growth, the Australian tablet market began to plateau as demand stabilized. While tablets remained popular, the market became saturated, with many consumers opting not to upgrade their devices annually as they did with smartphones.

• 2016: Sales began to slow, with around 2 million units sold in 2016. This decline was largely due to the longer lifecycle of tablets compared to smartphones. Many users found that their tablets continued to meet their needs for several years without the need for frequent upgrades.
• 2017: In 2017, sales dropped slightly to 1.9 million units. However, despite the overall decline, Apple’s iPad Pro line saw strong growth among professionals and creative users, thanks to its powerful hardware and compatibility with accessories like the Apple Pencil and Smart Keyboard.
• 2018-2019: Tablet sales continued to hover around the 1.8 million unit mark during these years. Manufacturers began focusing on niche markets, such as students and professionals, while introducing more premium models with better performance and features tailored to specific tasks. The growing popularity of hybrid devices, like Microsoft’s Surface Pro, which blurred the line between tablet and laptop, also helped to sustain demand in this period.

 

Impact of the COVID-19 Pandemic on Tablet Sales

3. 2020: A Surge in Demand Due to the COVID-19 Pandemic

The COVID-19 pandemic in 2020 dramatically impacted the global tech market, including tablet sales in Australia. With schools, universities, and workplaces moving to remote operations, the demand for portable devices like tablets surged as they became essential tools for learning, work, and entertainment during lockdowns.

• 2020: Tablet sales in Australia jumped to 2.4 million units, a sharp increase from previous years. The sudden shift to online education and remote work drove this spike, with tablets being a popular choice for students and professionals who needed a versatile device for video conferencing, document editing, and content creation.Apple’s iPad saw strong sales growth during this period, particularly with the introduction of the iPad Air 4, which offered many of the features of the more expensive iPad Pro at a lower price point. Samsung also experienced increased demand for its Galaxy Tab S7 series, while budget-friendly options like Amazon’s Fire tablets gained traction among consumers seeking affordable devices for home use.

 

Tablet Sales by Segment in Australia

The tablet market in Australia can be segmented into three main categories: premium tablets, mid-range tablets, and budget tablets.

1. Premium Tablets

Premium tablets are typically used by professionals, creators, and tech enthusiasts who require high-performance devices for tasks such as graphic design, video editing, and productivity. The Apple iPad Pro, Samsung Galaxy Tab S7, and Microsoft Surface Pro dominate this segment.

• 2020: Premium tablets accounted for around 40% of total sales, driven by the demand for high-end features such as better display quality, stylus support, and powerful processors. The iPad Pro saw particularly strong sales in the creative and business sectors.

2. Mid-Range Tablets

Mid-range tablets, such as the Apple iPad Air and Samsung Galaxy Tab A, cater to consumers seeking a balance between performance and affordability. These tablets are popular among students and casual users who need a device for streaming, note-taking, and web browsing.

• 2020: Mid-range tablets made up around 35% of total sales. This segment grew significantly due to the pandemic, as many families purchased tablets for remote learning and home entertainment.

3. Budget Tablets

Budget tablets, such as the Amazon Fire HD and Lenovo Tab series, cater to consumers with basic needs, offering functionality for activities like web browsing, streaming, and social media at a lower price point.

• 2020: Budget tablets accounted for around 25% of total sales. The economic uncertainty caused by the pandemic led many consumers to opt for more affordable devices.

 

Post-Pandemic Tablet Market Trends and Projections

4. 2021-2023: Stabilization and Continued Growth

Following the pandemic-driven surge in 2020, the tablet market in Australia began to stabilize in 2021, though sales remained higher than pre-pandemic levels due to the continued need for devices that support remote work and learning.

• 2021: Tablet sales remained strong, with around 2.3 million units sold. Many consumers continued to upgrade their devices as they adjusted to long-term hybrid work and educational models. The iPad remained the dominant brand, but competition from Android devices, particularly Samsung and Huawei, kept the market competitive.
• 2022-2023: By 2023, sales had settled at around 2.1 million units per year. The introduction of new technologies, such as 5G connectivity in tablets and improved processors, helped to sustain demand. Foldable tablets and hybrid devices also gained more traction, particularly in the business sector, where portability and performance are highly valued.

5. Future Trends in the Australian Tablet Market

Several key trends are expected to shape the future of the Australian tablet market, including:

• Hybrid Work and Remote Learning: The continued adoption of hybrid work models and online education will drive demand for tablets, particularly among students and professionals. Tablets that offer a seamless combination of productivity features and entertainment options are expected to see the most growth.
• 5G Connectivity: As 5G networks expand across Australia, tablets with 5G capabilities will become more common. This will appeal to users who need faster internet speeds for streaming, gaming, and work-related tasks.
• Foldable and Hybrid Devices: Foldable tablets and devices that bridge the gap between tablets and laptops, such as the Microsoft Surface Pro and Samsung Galaxy Z Fold, are likely to grow in popularity, especially among business users and tech enthusiasts.
• Sustainability and Longevity: Environmental concerns are becoming more important for consumers, leading to a focus on devices with longer lifespans and better repairability. Manufacturers are likely to introduce more durable and sustainable tablet models in response to this trend.

 

Conclusion

The tablet market in Australia has evolved significantly over the past decade, from the rapid growth driven by the introduction of the iPad to the recent surge in demand caused by the COVID-19 pandemic. While the market has now matured, tablets remain a popular and essential device for Australians, especially in education, business, and media consumption. As new technologies like 5G and foldable devices emerge, and as hybrid work and learning models continue to evolve, the tablet market is expected to remain dynamic and resilient in the years to come.