Tablet uptake rises in Germany

20 November 2012

BERLIN: More than one in ten consumers in Germany now owns a tablet PC, a new study shows.

BITKOM, the industry body, and Forsa, the insights provider, polled 1,000 people aged 14 years old and above, and discovered that 13% of respondents possessed a device like the iPad or Kindle Fire.

This equated to 9.1m people in all, a total that could increase dramatically before the end of 2012, Dieter Kempf, the president of BITKOM, argued.

"Tablets are driving the overall PC market," he said. "They are particularly popular at the end of the year during the holiday season."

More broadly, the availability of seven-inch devices costing around €150 was argued to be encouraging the wider take-up of tablets.

Currently, penetration is higher among men than women, with these groups recording purchases level of 15% and 10% respectively.

By age group, customers in the 30–44 year old demographic have proven to be the most enthusiastic, with 20% of people in this audience already owning a slate.

Figures here declined to 10% for 18–29 year olds, and just 6% when considering respondents of 60 years old and above.

BITKOM has predicted that 3.2m tablets will be sold in Germany this year, an increase of 52% compared with 2011.

Data sourced from BITKOM; additional content by Warc staff