Tablets Take Off in Germany - eMarketer
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Tablets Take Off in Germany

Penetration has doubled in just over a year and now embraces 18 million users

March 3, 2014

In Germany, 18 million people are now tablet users—26% of all consumers ages 14 and older—according to recent data from BITKOM.

In late 2012, the proportion was just one in eight (13%).

Tablet Users in Germany, 2012 & 2014 (millions and % of population)

Not surprisingly, tablet penetration was highest (34%) among adults 30 to 49—a demographic segment likely to be employed and enjoying some disposable income. Less impressive penetration (30%) among consumers ages 14 to 29 probably reflects their lower purchasing power rather than lower interest. This group is already benefiting from the growing availability of less expensive models.

Usage was also well established among consumers 50 to 64, at 30%. By contrast, only 10% of seniors 65 and older used tablets.

Tablet Users in Germany, by Age, 2014 (% of population in each group)

These figures supplement a range of data from other sources, which all point to robust tablet uptake in Germany. For example, Fittkau & Maaß calculated that 27% of internet users in the country were tablet users in 2013—an almost fourfold gain since 2011.

eMarketer's own figures put tablet penetration across the entire population at 24.4% last year—closely aligned with BITKOM's estimate for early 2014 and equivalent to 34.0% of internet users. By the end of this year, we expect the number of tablet users in Germany to pass 25 million—a gain of 28.0% compared with 2013.


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