In Japan, Demand for Tablets Stays Strong - eMarketer

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In Japan, Demand for Tablets Stays Strong

Activities like email and video may be helping drive tablet demand

March 21, 2016

Healthy, but slowing, demand for tablets in Japan continues to push shipments of the devices ever-higher. According to research from Japanese IT trends firm MM Research Institute, shipments of tablets rose to 9.4 million units in 2015, an 8.4% increase over 2014.

Tablet Shipments in Japan, by OS, 2015 (millions, % change and % of total)

Users in Japan appear to prefer Android devices as their tablet platform of choice. MM Research Institute found that Android tablets accounted for 4.4 million, or 46.2% of, shipments in the market in 2015. Meanwhile, Apple's iPad accounted for another 3.8 million shipments over the same period, with total iOS tablet shipments declining slightly versus 2014.

Tablet Shipments in Japan, 2014 & 2015 (millions and % change)

When considering how tablet owners in Japan use their devices, activities like email, news and video sites are all popular drivers of usage.

According to a December 2015 survey published by ThinkAgent, email was the most popular tablet activity among tablet users in Japan, mentioned by more than 58% of respondents. Visiting news sites and apps came in second with more than 50% of respondents, while video apps and sites came in third, mentioned by more than 44%.

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