Nearly 49% of tablet users in France will make a mobile purchase this year, compared with 41.8% of smartphone users. The age profile of tablet users goes some way to account for this: Many older internet users find the larger screen more convenient and comfortable, especially for purchases. In Germany, the device pattern for mobile buying is rather different.

We expect the number of tablet users in the US to increase by just under a million between 2021 and 2025. During this time frame, the penetration rate of Apple’s iPads among tablet users will increase slightly. The Kindle and Fire tablets will remain important products for Amazon, but their period of rapid growth is likely over.