More than one in two (51%) Dutch households owned at least one tablet in the fourth quarter of 2013, up by 9 percent points compared to six months earlier. This means that tablets are now used in around 3.8 million Dutch households, according to a study by Telecompaper. The survey also found that 19 percent of consumers without a tablet said they expect to buy one in the next six months. Half a year ago, the same percentage said they would buy a tablet in the next six months, and half of them actually bought one.
Apple’s iPad is the still the most popular tablet in the Dutch market. Apple’s share has been stable for several quarters, while Samsung’s share of the Dutch tablet market has been growing. Consumers indicated that the main reason for buying a specific tablet is the brand image, especially when it comes to Apple devices. For Samsung owners, the price is as important as the brand, with more than a third picking each of these factors.
When it comes to using tablets, the most popular activities are browsing the internet and playing games. The iPads 2, 3 and 4 are more likely to be used for online shopping than other tablets, while women favour gaming and social media on their tablets more than men. On average, tablets are used for over nine and a half hours per week. The average age of a tablet user in the Netherlands is 42 years old.
These results are based on a survey of 6,600 Dutch consumers aged 12 to 80 during the fourth quarter of 2013. The complete results are available in the report ‘Dutch Tablet User Q4 2013’.
