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BizReport : Trends & Ideas archives : April 19, 2011

Tablet not substitute PC for prospective buyers in UK

Tablet ownership in the UK is set to rise according to figures just released by YouGov, but the majority don't intend for them to be a substitute for their PCs.

by Helen Leggatt

logoYouGov.jpgA survey of adults in the UK who do not own a tablet found 13% are seriously considering buying one. So serious are they in their intention to purchase that over two-thirds have already decided which model to buy, found YouGov's research.

When asked if the tablet would be a substitute for their PC, the majority (76%) said no, they would continue to own both.

Just 16% of those surveyed wanted a tablet as a substitute to a laptop, and 9% as a substitute to a netbook.

Meanwhile, in YouGov's survey of those who already own a tablet, 8% said they purchased one instead of, or to replace, a desktop computer or laptop.

The tablet market in the UK will eventually take off when the price point reaches the $400 mark, says YouGov, particularly among those already keen to own one, but lukewarm and yet-to-be-persuaded prospects won't become interested until a price point of around $240 is achieved.

According to market research firm Gartner's preliminary sales figures for early 2011, global PC sales have been slower than expected this year do to a higher level of cannibalization of the market by tablets and smartphones.

"Low prices for consumer PCs, which had long stimulated growth, no longer attracted buyers. Instead, consumers turned their attention to media tablets and other consumer electronics" said Mikako Kitagawa, principal analyst at Gartner.

Tags: computer trends, consumer electronics, consumer insight, laptop, PC, tablet, UK

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