Tablet cannibalisation of PCs set to increase

One in twelve tablets are already being bought as a substitute for other form factors, says YouGov

At least eight per cent of UK tablet owners are buying the device instead of traditional form factors, YouGov research has revealed.

Figures released today show that seven per cent of iPads are being bought instead of a new desktop, notebook or netbook, or are replacing a user's existing machine. For the Samsung Galaxy, the figure is 11 per cent.

YouGov quizzed 1,148 UK tablet owners earlier this year and found that 76 per cent had purchased the device as an addition to another compute platform. Eight per cent view their tablet as a substitute for another form factor, while the remaining 16 per cent said they were given the device or chose the 'other' option.

Some 13 per cent of UK adults are giving serious consideration to buying a tablet, according to YouGov, with two-thirds having already decided which model they want. The cannibalisation of PC sales is set to increase, as 16 per cent of those planning to buy a tablet will do so instead of a traditional notebook. A further nine per cent see the tablet as a netbook substitute.

YouGov posits that breaking the £250 barrier will see the tablet ascend from a niche offering to a mainstream product. This is described as the "optimal price point... for hot prospects". Those more ambivalent to the tablet's charms will require a £150 - £200 price tag to be tempted, said the research house.

Russell Feldman, YouGov's associate director for technology and telecoms consulting, said: "At the consumer electronics show in Las Vegas earlier this year, over 80 tablets were announced for launch later in 2011. YouGov expects most of these tablets to fail to achieve widespread distribution. However, our analysis clearly demonstrates that, if the pricing is right and the device is marketed at the correct audience, then there is significant latent demand."