However, the dramatic growth the UK tablet audience has experienced in recent years will drop significantly in 2015 as adoption nears saturation. The number of UK tablet users grew 35.2 per cent in 2014, but the growth rate will fall to single digits this year and stay there until the end of our forecast period. Despite this decline, annual gains will remain steady, and eMarketer expects there to be 7.4 million new tablet users in the country between 2015 and 2019.
“The country’s tablet market is reaching a point in its maturity curve that signals a slowdown in user growth. Such a slowdown in the rate of penetration suggests that most of those who want a tablet likely already have one, with more sales than ever likely to be replacements. The tablet boom in the UK is over, but now the replacement cycle looks to have begun in earnest. And with almost three-quarters of the internet population set to be tablet users by 2019, it’s still a market worth being in,” said Bill Fisher, analyst at eMarketer.
More like this