Tablet Usage in India Is on the Rise - eMarketer

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Tablet Usage in India Is on the Rise

Over 40 million consumers in India will use a tablet this year

January 15, 2015

India is among the fastest-growing tablet markets in the world, and within Asia-Pacific, only Indonesia is increasing its tablet audience more quickly this year. According to eMarketer’s latest estimates of tablet usage around the world, the number of tablet users in India will rise by 24.8% this year to 40.4 million.

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

That figure includes all individuals who use a tablet at least monthly this year, whether they own their own or not. Growth will continue in the double digits through the end of our forecast period, when we estimate 60.2 million people in India will use a tablet.

However, while this growth is impressive, it represents a tiny share of the population of the country, and it is still a long way behind all other countries in the region. This year, only 3.2% of the population of India will use a tablet compared with over 45% in Australia, 24.1% in China and 20.1% in South Korea. Penetration among internet users is significantly higher, at 16.0% this year.

eMarketer expects that, like in South Korea, the use of phablets may obstruct tablet uptake in India. When smartphone users have access to large screens, tablets may seem superfluous. According to eMarketer's latest forecasts, India will overtake the US as the largest smartphone market in the world in 2016, suggesting that consumers in India are not ready to put down their smartphones any time soon.

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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