Despite the growing popularity for rival tablet devices from the likes of Samsung and Amazon, UK consumers continue to stick with Apple.
A recent survey by UK government body YouGov polled Brits over their tablet purchases across the first three months of the year.
Unsurprisingly, 63 per cent of all UK tech fans admitted to buying an Apple branded tablet. However, whilst that remains as the leading share of the tablet market, it's a noticeable decline from the 73 per cent Apple achieved during the same period of 2012.
As for the reason behind the decline, look no further than rivals Samsung, Google and Amazon, whose devices have continued to gain popularity.
All three firms have seen significant growth in the market, with Samsung increasing its share to 10 per cent, up from just four per cent last year. Meanwhile, both Amazon and Google, who struggled to establish a single percentage last year, have upped their shares to five and eight per cent respectively.
YouGov's poll also found that UK users found Samsung tablets to be just as good as Apple's flagship iPad products. That, matched with the more competitively priced Galaxy tablets would certainly explain the demand for the devices.
Over 18 per cent of the UK's population, which accounts for over eight million adults, now own a tablet device – a rise of five per cent on 2012.
Tablet image from Shutterstock