Early generations cling to Android tablets

The tablet market has been dominated by Apple’s iPads and a hodgepodge of Google Android tablets. There is a strong positive association between a user’s smartphone operating system and that of their tablets. Google Android tablets have their strongest share among German adults, especially those in earlier generations. Gen Z adults seem to have little appetite for Google Android tablets, even within Germany.

This MetaFAQ reports on the percentage of adult tablet users using a Google Android tablet, split by country and age generation. Report [TUP_doc_2024_0108_andt] in TUP Lenses: Tablets

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Apple edge: loyal customers

Apple has attracted a substantial base of loyal and highly involved customers. One measure of any company’s most loyal customers is those with many devices within a given ecosystem. In Apple’s case, as with Microsoft Windows, or Google’s Android or ChromeOS, this measure is based on the number of Apple products they actively use, such as an iPhone, iPad, or Mac. Apple’s technology ecosystem is one of Apple’s key differentiators, which promises to provide extra benefits to users of more than one Apple product. Potential benefits include smoother interoperability and a more consistent user experience. However, some market segments have limited control over the types of devices they use or they are using fewer devices in a quest for simplicity or economy.
This MetaFAQs reports on the number of online adults across five countries using two or more Apple devices: iPhone, iPad, or Mac. Report [TUP_doc_2023_1221_apl2] in TUP Lenses: Technology Ecosystems

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Android tablets are strongest among younger adults even as iPads lead

Apple iPads dominate the market for tablets, with a higher penetration than Android tablets among online adults around the world. Among millennials and Gen Xers, however, Android tablets have their strongest foothold, especially in the US. Among online Germans, Android tablet users outnumber iPad users among millennials, Gen Xers, and Boomers, and the reverse is true among Gen Z adults.

This MetaFAQs reports on the number and percentage of online tablet users by operating system family, country, and age generation in the US, UK, Germany, Japan, and China. Report [TUP_doc_2023_1103_andp] in TUP Lenses: Tablets

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Tablets – Highlights

Tablets continue to seek a solid home, major use cases, and most vital segments. Currently, the largest groups of users are passive, older, or entrenched in the Apple or Google ecosystem. While Apple continues to lead and increase its share, other makers like Samsung are seeing withering penetration. Incidental and passive activities from web browsing, shopping, movie-watching, and checking email haven’t been unique enough on tablets to entice users away from their smartphones or computers.
This TUP Highlights report includes the following sections: the profile of tablet users, trends in tablets, top tablet brands, top tablet activities, unique tablet activities, and trends in technology ecosystems.

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