22% of the households in the Netherlands has a tablet, according to the latest report from independent market researcher Telecompaper. The report, ‘Dutch Tablet User Q2 2012‘, shows that the tablet penetration in the Netherlands has almost doubled in a year time. In the first half of 2011 only 12% of households had a tablet. In 4% of households there are 2 or more tablets available. Despite the rise of Android tablets, the iPad is still the big favorite. It is estimated that over 770,000 iPads have been sold so far in the Netherlands. Samsung is second in the Dutch market, following Apple at some distance.
Another 16% of the Dutch consumers are planning to buy a tablet in the next six months. The operating system, brand and price are the key factors for consumers when they want to buy a tablet. The purchase price is less important for iPad users.
Two thirds of the time users spend on a tablet is at home. The vast majority of tablet owners use wifi for their internet connection. Yet 29% of tablet users have a mobile data plan to access internet without wifi. Especially young people say they use their tablet outdoors.
The report ‘Dutch Tablet User Q2 2012’ is based on a survey of around 6,300 consumers aged 16-65 during the second quarter by the Telecompaper Consumer Panel.