The tablet market in Europe


Tablet users will increase by double digits in all EU5 countries in 2014.

Tablets are continuing to take market share away from traditional PCs.  Worldwide shipments of PCs dropped by 9.8% in 2013.Figures released by eMarketer predict that the number of tablet users in the EU5 countries (France, Germany, Italy, Spain, the UK) will exceed 100 million by the end of 2014.  Figures are expected to increase to almost 150 million by 2018.The rate of tablet penetration is increasing across the whole of the EU.  The figures predict an overall penetration rate of 31% by the end of 2014, increasing to 44% by 2018.Of the EU5 countries, the UK leads the way with a predicted 41% by the end of this year, rising to almost 58% in 2018.  France and Germany will see the highest growth, while growth in Italy and Spain will be slower.Over in the US, the tablet market is maturing.  According to new figures (again from eMarketer), almost half of the US population will use a tablet device at least once a month in 2014.  Overall growth in tablet devices in the US in 2014 is estimated at 11%.This growth means that tablet devices are challenging PCs as the major digital video channel. 77% of tablet users will watch video via their devices at least once a month in 2014 and the amount of time spent watching tablets is growing faster than on any other device.  According to eMarketer, based on current trends "it's an inevitability that in the near future tablets will overtake time spent with video online [via] desktops and laptops."Sources: eMarketer; ITProPortal.

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