Europe smartphone owners turn to tablets

By James Riches topicIcon Mobile Marketing

Tablet popularity surging in Europe

Smartphone owners in Europe's biggest economies are increasingly likely to own a tablet as well, according to a study by comScore.

It looked at the technology habits of users in the UK, France, Germany, Spain and Italy and determined that 15.5 per cent of those who use a smartphone have now purchased an accompanying tablet. This is compared with just 9.3 per cent this time last year, showing a rapid rise in tablet popularity.

The study also shows that smartphone use in what comScore calls the 'EU5' has now reached 53.7 per cent, which equates to around 130 million people as of September 2012.

UK leads the way

These figures were also broken down on a country-by-country basis, revealing that the UK has the highest percentage of tablet-owning smartphone users with 17.7 per cent.

Spain is next on the list with 16.9 per cent, while France and Italy both land close to the average with 15.1 per cent. Perhaps surprisingly, Germany's total is much lower, with just 12.8 per cent of smartphone owners also using a tablet.

The tablet market has been the centre of attention for much of this year, with Apple and Samsung playing out a high profile courtroom battle surrounding their respective tablets.

Users also saw the release of Microsoft's Surface tablet, which was released to great fanfare earlier in the year, while Google's Nexus is also vying for attention in this increasingly crowded market.

Daniel Nolan, managing director at theEword, said: "When figures such as these are released, it's perhaps easier to see why certain companies invest so much time and money arguing with each other in a bid to make their product the tablet market leader."