Businesses building customer loyalty through mobile apps should consider multiple tablet platforms as Apple's dominance in the UK recedes.
Around 3.62 million people in the UK own a tablet, with Apple accounting for 73% of all tablet sales, according to research from Kantar Worldpanel ComTech.
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But just over half of potential tablet owners say they will buy an iPad over the next year, indicating a shift in market share away from Apple. The Samsung Galaxy range is the next popular choice, with 6% of consumers planning to buy this device.
Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech, said: "While the iPad dominates sales at the moment there is still potential for other manufacturers. Our data shows that 28% of consumers that intend to purchase a tablet in the next year are still undecided about which brand to buy."
The dramatic price cut of HP's TouchPad, shows people will buy tablets if the price is right - even one that will be discontinued.
Apple's achievements in this market are clearly linked to its success in the smartphone market. Around 80% of people who already own an iPhone and plan to purchase a tablet intend to buy an iPad, added Sunnebo.
The news follows Amazon's intention to go head to head with Apple with the launch of its own tablet later this year.