Older buyers boost UK tablet sales

20 March 2012

LONDON: Over four million tablets have been sold in the UK to date, with more than half of recent buyers aged over 35, figures from GfK Digital have shown.

According to the report, 4.2m tablet PCs have been sold in the UK between May 2010 – the month Apple's market-leading iPad went on sale – and January 2012. Over the past six months, around one in every three computing devices sold was a tablet PC.

Older age groups with higher disposable incomes were found to over-index in terms of tablet sales. In the last quarter of 2011, 28% of buyers were aged between 36 and 45 years old, while the next best-represented group was over-55s, on 25%.

Babita Earle, strategy director for GfK Digital, said: "Tablets are no longer just for tech geeks – they are becoming mainstream."

The GfK report also analysed typical paths to purchase over the three-month period, finding that around 42% of buyers were influenced by reviews of the various tablets on the market.

Online reviews were consulted by 51% of this group, while 48% sought the opinions of friends and family. By contrast, shop staff influenced just 11% of the buyers.

Earle added: "Up to now, people buying tablets have had no prior experience to draw from when purchasing, making the influence of others hugely important in deciding what to buy.

"Although Apple were the first brand to corner this market, there is still significant opportunity for other brands."

Data sourced from GfK Digital; additional content by Warc staff