Bigger families increasingly likely to own a tablet

Macworld Australia Staff
29 May, 2013
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An additional five million Australians have become tablet users in the past two years, according to new research findings, with bigger families increasingly likely to own a tablet.

The study, by Roy Morgan Research, concludes the percentage of tablet users in Australia, over the age of 14, has more than quadrupled from 7.2 percent in February 2011 to 33.5 percent in February 2013.

Of those surveyed, 43 percent of those with children own a tablet, compared to 28.7 percent of people living without children.

There is also a correlation between the number of children and the likelihood of the household owning a tablet. According to Andrew Braun, Roy Morgan Research’s Internet and Technology Industry director, families with three or more children are 3.1 percent more likely than single-child families to have a tablet.

And there’s a reason for this, says Braun. “Our latest Young Australian Survey (YAS) showed that almost two out of three Australian children under 13 consider the iPad to be ‘really cool now’, which could be driving the purchase behaviour of their parents,” he explains.

Apple’s iPad tablet has seen significant growth in its short life-span, with the company’s Q2 results claiming a 65 percent growth in iPad sales on the same period in 2012.

Apple CEO Tim Cook attributed the growth to China, where the tablet sales rose 138 percent.

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