Ever since the iPad and Samsung Galaxy Tab made its way into the Asian market, consumers are spending way too much time on their tablet devices, either keeping up with internet activities or playing games on bigger real estate. And it’s not showing any signs of slowing down.
A GfK report stated that tablets are in strong demand this year in Malaysia, Singapore, Thailand, Indonesia, Vietnam and the Philippines. Consumers in these Southeast Asian countries bought over 3.6 million tablets from January to April of this year. The whole net value of that is worth US$935 million, with Vietnam, the Philippines and Indonesia being the fastest-growing tablet markets in the region.
Currently, the largest market is Indonesia, as the country had 1.45 million units sold and generated more than US$252 million. These numbers accounted for 43 per cent of total sales volume for the whole Southeast Asian region.
The tablet growth in SEA is due to prices dropping below US$100, therefore being more affordable in less affluent developing markets, according to GfK. “Concurrently, GfK tracking this year revealed average prices of the device falling to US$278, which is 25 per cent lower than last year.”
While the actual growth in SEA is driven by tablets worth below US$300, it’s the US$200 to US$300 tablets that registered the most growth in that segment, higher than the below US$100 tablets. The former category was at 366 per cent, while the latter was at 214 per cent.
Thailand made a negative impact on those sales due to the country’s political unrest that affected consumer purchasing. However, the country featured the largest number of low cost and cheap tablet brands (53 in number). The Philippines followed second with 39 brands.
The report claimed that despite these numbers, penetration levels for tablets are relatively low in the region, though it added that there is still the rest of the year for the market to see rising potential in the form of new and existing manufacturers working in Southeast Asia.