The number of owners is set to grow rapidly, although Apple's share may be eroded, with only half of potential tablet owners saying that they will buy an iPad in the next year, says the company. Kantar gathers its data from a panel of direct consumer interviews in the UK, France, Italy, Germany, US and Australia.
The second most-popular tablet brand among owners is the Samsung Galaxy. Among would-be buyers, 6% plan to buy one. However, after that the brand split is "a long tail" with some brands having only one or two percentage point shares.
The market is still up for grabs, with 28% of those who intend to buy a tablet over the next year unsure about which brand to buy, the research found."