Skip to main content

Exploring the Media Tablet Adoption within Europe


Some of the largest traditional PC manufacturers reported record revenue and profit declines in the last quarter, as desktop and notebook sales continue to slide downward. Clearly, the bright outlook for the media tablet upside will not benefit those vendors that failed to grasp the significance of this market transition.

Moreover, some regions of the world will present greater challenges than others. Take Europe, as an example. According to the latest assessment by eMarketer, two countries in the EU-5 that are being impacted by the dramatic financial turmoil in the region are understandably posting the slowest adoption of tablets.

Although tablet growth in each country was above 100 percent during 2011, and users will double again this year, that's considered minimal progress when compared to their peers in Western Europe -- according to the latest estimates by eMarketer.

France grew their tablet user base by 173 percent in 2011. In 2012, Germany's base will grow 149 percent, after growing 144 percent last year.

Although the UK will not post the highest growth in either year, it will still outpace Italy and Spain -- despite already having the highest raw number of users and the highest tablet penetration.

eMarketer believes that lower-priced tablets will boost uptake somewhat in the depressed southern European countries. In 2013, Italy and Spain will see tablet users grow by 56 percent -- that's the fastest growth among the EU-5.

Italy will rise from 6.3 million users in 2012 to 9.8 million in 2013, and Spain will similarly jump from 6 million users this year to 9.3 million next year.

That will be enough to grow share of the market in Italy and Spain by 2 percentage points in 2013, to account for 33.7 percent of total users in the EU-5 -- but that's still down from their 2010 share of 38.4 percent.

There's one tablet user metric by which the countries are actually among the front-runners in the EU-5. Italy and Spain will post the second- and third-highest tablet user penetration, respectively, in terms of internet users this year.

In 2013, they will be number one and number two in the region. According to eMarketer, they will maintain that ranking throughout the forecast period.

Ranking overall user adoption, however, can be complicated by current usage trends. Meaning, tablets tend to be shared among several users within households. So, while one person may actually own the device, it is likely that other people in the household will use it regularly.

That being said, eMarketer believes that media tablet sharing is less likely in those European countries with higher income levels -- such as Germany and the UK.

Therefore, even if market penetration levels in Italy and Spain indicate that they lead in tablet usage among all internet users, the total number of devices owned are likely higher in the UK and Germany.

Furthermore, the relatively low internet penetration in Italy and mid-level penetration in Spain help to drive up tablet penetration among internet users. Relative to the internet user population as a whole, tablet penetration in Spain will rank second in 2012, while Italy will apparently rank last.

Popular posts from this blog

How the COVID-19 Pandemic Advanced Telehealth Adoption

The global COVID-19 pandemic has accelerated digital transformation across many industries. As an example, consider the healthcare sector. Some routine medical situations can be diagnosed and resolved online. While the trend was already in motion long before the pandemic arrived, the adoption of telehealth increased rapidly in 2020. Around the world, many governments responded to the disruption and inaccessibility of healthcare facilities by loosening previous regulations and restrictions on the practice of telemedicine apps, and teleconsultations. This decision resulted in the mass adoption of these medical services among patients and providers. According to the latest market study by Juniper Research, telemedicine will save the healthcare industry $21 billion in costs by 2025 -- that's rising from an estimated $11 billion in 2021. This increased app usage represents an anticipated growth rate of over 80 percent in the next four years. Telehealth Services Market Development The co

Worldwide Semiconductor Demand will Accelerate in 2021

The technology sector is a key driver of the U.S. economy. Therefore, components like semiconductors play an important role in America's future. The 'CHIPS for America Act' is a new law that calls for incentives on domestic semiconductor manufacturing and investments in research and development. But these renewed efforts will require years of ongoing commitment. Meanwhile, despite the impact of the COVID-19 pandemic, the semiconductor market performed well in 2020. However, new demand by industry was uneven throughout last year due to global lockdowns, remote working adoption, and shifts in consumer and commercial buying behavior. Worldwide semiconductor revenue grew to $464 billion in 2020 -- that's an increase of 10.8 percent compared to 2019, according to the latest market study by International Data Corporation (IDC). Semiconductor Technology Market Development IDC now forecasts that the semiconductor market will reach $522 billion in 2021, that's a 12.5 percent

Hyper-automation Propels Superior Business Process Redesign

When the world was disrupted by a global pandemic during 2020, many CEOs and their board of directors were consumed by reacting to immediate problems. Meanwhile, a few forwarding-thinking enterprise leaders also paused to invest in accelerating their prescient digital transformation agenda. What enables executives to envision an opportunity while others see only challenges? Strategic foresight, and a willingness to embrace the apparent changes that are transforming the legacy status quo. During this period of uncertainty, hyper-automation investment has gained new momentum. Hyperautomation is the application of advanced technologies that augment humans by helping to streamline processes in new ways that are significantly more impactful than the legacy approach. Hyperautomation Market Development The global market for technology that enables hyperautomation will reach $596.6 billion in 2022, according to the latest worldwide market study by Gartner. This is up from $481.6 billion in 202