In China, Tablet Penetration Among Web Users Nears 50% - eMarketer

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In China, Tablet Penetration Among Web Users Nears 50%

The country is home to largest tablet population in Asia-Pacific—by a long shot

January 8, 2015

Nearly half of internet users in China will use a tablet at least monthly this year, according to eMarketer’s latest estimates of tablet usage worldwide. This includes not only people who will own their own tablet this year, but also internet users of any age who use the tablet of a friend or family member at least on a monthly basis.

Tablet Users and Penetration in China, 2013-2018 (millions, % of internet users and % of population)

With just shy of half of China’s population expected to be online this year, that translates to less than a quarter of the country using tablets regularly in 2015. That will be up 16.7% over 2014 usage levels, and double-digit growth will continue through 2016. In 2018, growth will have slowed to 7.4% for a total of 435.5 million tablet users in China.

China has far and away the largest tablet population in Asia-Pacific, boosted both by the country’s massive overall population but also by relatively high penetration rates, among both internet users and the general population. Only Australia performs better by either metric. The average person in China is about twice as likely as the average for the region to use a tablet monthly this year, and the average internet user is 40.4% more likely to do so.

Tablet Users and Penetration in Asia-Pacific, by Country, 2013-2018

By the end of our forecast period, we expect more than 715 million people in Asia-Pacific to use tablets monthly.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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