Despite gains made by compititors in the tablet market Apple’s iPad is still the most popular brand in the UK, controlling over two thirds of the market. According to government figures, this equates to around 2,100,000 consumers and employees.

The quarterly YouGov survey found 8 per cent of the UK population (or 3 million people) owns a tablet.

iPad represents 70 per cent of that market, but the YouGov research warns that the competition is catching up. 

Samsung's Galaxy Tab, which has been banned in the US because a judge has ruled it is a copy of the iPad, is gaining some ground and now has a 7 per cent share of the market.

The YouGov report claims that The New iPad has already captured 11 per cent of the market, suggesting that 330,000 people have purchased that model in the UK.

For most respondents in the survey the biggest reason for choosing an alternative to the iPad is price. 42 per cent stated this was the case. Just under a third said that the operating system was the reason they considered an alternative device.

YouGov’s Technology and Telecoms sector consulting director John Gilbert said “Whilst Apple continues to set the standards of tablet quality, Samsung and other manufacturers are fast approaching and exceeding Apple on price metrics. As the tablet market taps into the Early and Late Majority technology users, Apple may expect a declining share in a growing market.”