Windows 10 2-in-1 tablets gaining strength in Australian market

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A new report from analysts at Telsyte suggests the overall shipment of tablets in Australia climbed during the second half of 2016, with Windows 10 hybrid tablets accounting for an impressive 60% growth compared to the same period in 2015. In contrast, Android tablet and iPad sales dropped 13% and 9% respectively during 2H 2016.

Telsyte reports Australian tablet sales reached 1.64 million in 2H 2016, up 2% from 2H 2015, thanks to the substantial growth in 2-in-1 Windows 10 tablet sales. According to Telsyte, hybrid Windows tablets accounted for 27% of total tablet sales in 2H 2016.

Telsyte also noted that Windows has almost surpassed Android (29%) but is still trailing behind Apple’s iPad with a 44% share.

The findings indicate that consumers in Australia are drifting away from sub-premium tablets in favor of high-end options. In fact, less than 10% of low-cost tablets were sold in 2H 2016, while 40% are willing to shell out large sums for top quality electronics as consumers view digital services as part of their lifestyle.

Telsyte Managing Director Foad Fadaghi said:

Tablets are no longer just about media consumption, touchscreen devices are revolutionising the creative experience.

On an average, Australians spend nearly 2 hours on their tablets every day, with 80% of them being at home. Moreover, screen time for 2-in-1 tablets reaches 3 hours per day.

The sluggish PC market is also expected to get a boost from larger format desktop touch computers, thanks to Microsoft’s Surface Studio in particular. Telsyte said it estimates that the average replacement cycle for PCs in Australia has now increased to 4.7 years.

Telsyte also expects that at least 10% of desktop PCs sold will have touch screen interfaces by 2021. At present, creative professionals, businesses, and high-end household budgets closely align themselves with large format touch screens. Also, nearly 80% of IT professionals in Australia told Telsyte in a survey that they plan to purchase larger format touch screen computers for enterprise use.

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