Tablet Penetration Grows, Set to Take Off

The share of Canadian online homes with a tablet continues to grow – and with the anticipated arrival of iPad Mini in time for the holiday shopping season, that figure could really take off in the next few months. In the second quarter of 2012, 18% of the 11 million online homes in Canada had a tablet, doubling in only one year from 9%. A further 38% of Canadian consumers indicated that they may purchase a tablet in the next year.

In addition to the buzz about iPad Mini, sales for tablets this holiday season will also benefit from positive word of mouth. Tablet users report being very happy with their devices, and that the devices allow them to be more connected, mobile and efficient. Because of their tablets, one-in-ten users say they use their laptops/desktops less.

Apple iPad leads the Canadian market with 59% share, followed by RIM`s Playbook, Galaxy Tab, Acer and Asus plus several other smaller players.

Technical: The results are based on a survey of 1,000 Canadian consumers conducted in late summer 2012 as part of SRG’s quarterly Digital Life Canada tracking study.