Press Release

Dutch tablet market still growing, fifth of households have at least 2 tablets

Houten, The Netherlands, 29 March 2015 - The tablet market is still growing in the Netherlands, with the share of households with tablets reaching 61 percent in the fourth quarter of 2014 compared to 51 percent a year earlier. Growth is coming especially from the acquisition of multiple tablets, as a fifth of Dutch households now own two or more of the devices, according to independent market researcher Telecompaper.

While growth in the global tablet market is slowing, tablet ownership in the Netherlands should continue to increase. 17 percent of Dutch consumers without a tablet and 18 percent of those with a tablet said they expect to buy a new tablet in the next six months. This suggests market growth is no longer slowing, but stable, as half a year ago 16 percent thought they would buy a new tablet, and 6 percent of them actually did.

The figures come from a survey of 6,200 Dutch consumers aged 12-80 during the fourth quarter of 2014 by the Telecompaper Consumer Panel. The survey also found that more older people are acquiring tablets. In Q4 2014, the average age of tablet users increased to 45, from 42 years old in Q4 2013. Almost half of tablet users are now over 50 years old. 

Apple’s iPad is the still the most popular tablet in the Dutch market. Apple’s share increased slightly in the past year, but Samsung’s share grew more, with the company adding 5 percentage points in the past year. 

The most common activity on tablets is browsing the web. Women tend to play games, shop and use social media more than men on tablets. Overall, more people are using tablets to stream TV, listen to music and shop online. Most tablet usage occurs at home; only a quarter of use is outside the home. Younger people (12-19 year olds) use their tablet more away from home at school, work or friends’ houses, while older people use tablets more than average at home. 

The above research is available in the report ‘Dutch Tablet Users Q4 2014’, including extensive information on tablet penetration in the Netherlands, socio-demographics of tablet users, purchase factors, installed base by brand and model, usage, NPS and related consumer devices. The full report is now available for EUR 4,900.


Telecompaper is an independent research company. We publish the latest information about the global telecom industry and provide our international customers with need-to-know information and market insight via news feeds, newsletters, research and advisory services. Telecompaper has its main office in Houten (the Netherlands). The company was established in June 2000. More information can be found on our website: www.telecompaper.com.


Sanne de Bruyckere
Market Research Analyst
Phone: 06-19750190
E-mail: sanne@telecompaper.com

Categories: Mobile
Countries: Netherlands

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