According to the quarterly survey, 8% of the UK population (or 3 million people) owns a tablet.

Since the iPad has 70% of the market, according to the report, that equates to around 2,100,000 people owning an iPad here in the UK, but according to , the competition is catching up.

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

Samsung, whose because a judge has ruled it is a copy of the iPad, is gaining some ground, it now has 7% share of the market.

For most respondents in the survey the biggest reason for choosing an alternative to the iPad is price (42%). Another 29% say that operating system was the reason they considered an alternative device.