The South African tablet market bounced back from a disappointing performance in the first quarter of the year to record strong on-year growth of 56% in the second quarter of 2015, according to the latest figures released by IDC. The research firm revealed that much of this growth was spurred by devices from the lower price ranges of the market.

Tablets priced below US$150 accounted for 60% of the total market in the second quarter of 2015, an increase of 7pp on the previous quarter. And while the affordability of these devices is obviously a prime attraction, the growing appetite for cheaper tablets is also being spurred by the improving quality, design, and user experience that is being offered by vendors targeting this segment of the market.

Demand for tablets from the higher price ranges has stagnated over the past five quarters due to shrinking consumer disposable income, high levels of unemployment, the weak rand, and the growing shift of consumers towards smartphones that now typically sport larger screens. The other trend shaping the market is that end users are delaying their renewals in an effort to gain extra value from their existing devices.

"The stagnation of the higher-end segments of the market is having a negative impact on premium brands," said Joseph Hlongwane, a systems and infrastructure solutions analyst at IDC Africa. "The disappointing performance of these premium brands is expected to continue due to the bleak economic conditions, but these same conditions represent a huge opportunity for vendors that manufacture tablets targeted at the lower end of the market. Consequently, IDC expects the South Africa tablet market to continue growing at double-digit rates throughout 2015, spurred by strong demand for low-priced tablets."