Samsung, Amazon and Google Android tablets are now considered by consumers to be premium devices on a par with the Apple iPad.
This was one of the standout findings from YouGov's Quarterly Tablet Tracker, which polled 3,555 British consumers about their views on the mobile PC market.
Participants were divided into two groups: tablet owners and non-tablet owners, with the market research firm concluding that 18 per cent of the UK adult population now own one of these devices.
Those in the former group were quizzed about the devices they use and how much they like them, while the latter sample were asked questions about the tablet market and their general attitude towards the form factor.
It seems that Apple no longer has a monopoly on the premium' share as other brands emerge with near-equal satisfaction scores.
The findings suggest the Apple iPad has taken a dip in popularity over the last 12 months, with just 63 per cent of consumers claiming to own one during the first quarter of 2013.
In contrast, 73 per cent of people who took part in the YouGov poll during Q1 2012 said they had an iPad.
The company claims this apparent slump in iPad ownership is because of the emergence of new, higher quality devices from Samsung, Amazon and Google.
The YouGo figures indicate that Samsung has more than doubled its share of the UK tablet market with its Galaxy device over the past year, surging from 4 per cent in Q1 2012 to 10 per cent this quarter.
"Consumers rate the Korean company's Galaxy product equal to iPads in terms for quality," said the YouGov research.
Meanwhile, new entrants to the tablet market the Google Nexus 7 and the Amazon Kindle Fire HD have each accrued eight per cent and five per cent of the market, respectively, since their release.
"Again, with the exception of the iPad Mini, consumers gave it higher quality scores than its Samsung and Apple rivals," the research continued.
John Gilbert, consulting director of YouGov Technology and Telecoms, said, given the flood of new devices coming on to the market, Apple was bound to lose share eventually.
"It seems that Apple no longer has a monopoly on the premium' share as other brands emerge with near-equal satisfaction scores," said Gilbert.
"Given the market's current expectations and considerations in purchasing tablets, we anticipate Apple to lose additional share throughout the coming year to Samsung, Google and Amazon."
