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In Germany, Tablet Use Will Surge in 2013

Annual sales rocket higher as lower prices encourage consumers to board the tablet bandwagon

Tablet sales in Germany more than doubled in 2012, according to data from BITKOM. The number sold rose 122% to 4.4 million, from 2.1 million in 2011. And annual tablet purchases are set to leap further in 2013, the same source predicted, to more than 5 million.

Lower prices are making tablet devices affordable for a much larger consumer audience. In 2012, the average cost of a tablet fell by €60 ($77) to €475 ($609), BITKOM noted, and further drops are likely as some older models are discounted and newer, inexpensive versions reach the market.

Germany will boast nearly 13.4 million tablet users in 2013, eMarketer forecasts, to match the UK, which registered the largest user base in the EU-5 until this year. (Ownership figures are likely lower because tablets are often shared among several consumers.) Together, the UK and Germany will account for nearly half of all tablet users in the EU-5 through 2016.

In a February forecast, Cisco Systems predicted that the number of connected tablets in Germany will multiply more than sixfold between 2012 and 2017, to 13 million. But rising tablet usage is just one factor in the country’s booming mobile market. During the same period, the number of smartphones is expected to reach 68 million. The per capita average for connected mobile devices will leap from 1.4 in 2012 to 2.2 in 2017, Cisco forecast.

Considering that these Cisco estimates include only devices connected to a mobile network, and exclude mobile devices using Wi-Fi, the scale of anticipated growth is even more remarkable.

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Check out today’s other articles, “Viewability Metric Favors Persistent Rich Media Formats” and “Slight Gain in Share for Local Digital Radio Ad Spend.”

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