Android Growth Drives Another Strong Quarter for the Worldwide Tablet Market, According to IDC

SAN MATEO, Calif.--()--Worldwide tablet shipments grew to 47.6 million units in the third quarter of 2013 (3Q13) according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. While slightly below the firm's forecast, the number still represents 7.0% growth over the previous quarter and 36.7% growth compared to the third quarter of 2012. Android products once again drove much of the shipment growth in the market as iOS growth stalled and Windows tablets continued to struggle to win over consumers.

With no new iPad product launches in the second or third quarter to drive volume, Apple experienced a quarter-over-quarter decline in shipments from 14.6 million in 2Q13 to 14.1 million in 3Q13. Year over year, iPad shipments grew less than one percent. Apple's slowing growth—caused in part by its decision in late 2012 to move its product launches from earlier in the year to the fourth quarter—has caused the company's tablet market share to slip to 29.6%, its lowest share to date. However, with the new iPad Air shipping November 1st and the refreshed iPad mini with Retina scheduled to roll out later in November, IDC expects Apple to enjoy robust shipment growth during the fourth quarter.

"With two 7.9-inch models starting at $299 and $399, and two 9.7-inch models starting at $399 and $499, Apple is taking steps to appeal to multiple segments," said Jitesh Ubrani, Research Analyst with IDC's Tablet Tracker. "While some undoubtedly hoped for more aggressive pricing from Apple, the current prices clearly reflect Apple's ongoing strategy to maintain its premium status. It's worth noting that Apple wasn't the only one to increase the price of its small-sized tablet during this product cycle: Both Google and Amazon increased the price of their newest 7-inch tablets from $199 to $229 to cover the higher costs associated with high resolution screens and better processors."

Samsung once again secured the second position with shipments of about 9.7 million units. The company, which owes a measure of its tablet success to its ability to bundle them with other successful Samsung products, such as smartphones and televisions, grabbed 20.4% of the worldwide market. ASUS, which makes the Nexus 7 for Google, shipped about 3.5 million total units during the quarter for a third place finish and 7.4% market share. PC powerhouse Lenovo moved into the number four tablet spot with shipments of 2.3 million units and a 4.8% share. Finally, Acer rounded out the top five with 1.2 million units shipped and a 2.5% share. Notably, vendors from outside the top five were responsible for over one third of the shipments in 3Q13. IDC tracks dozens of tablet vendors, and this quarter "Others" represents a combination of major vendors (such as Amazon, Microsoft, HP, and Dell) and lesser-known, so-called white box vendors that typically sell ultra-low cost Android devices at often unsustainably low margins.

"White box tablet shipments continue to constitute a fairly large percentage of the Android devices shipped into the market," said Tom Mainelli, Research Director, Tablets at IDC. "These low cost Android-based products make tablets available to a wider market of consumers, which is good. However, many use cheap parts and non Google-approved versions of Android that can result in an unsatisfactory customer experience, limited usage, and very little engagement with the ecosystem. Android's growth in tablets has been stunning to watch, but shipments alone won't guarantee long-term success. For that you need a sustainable hardware business model, a healthy ecosystem for developers, and happy end users."

Top Five Tablet Vendors, Shipments, and Market Share, Third Quarter 2013 (Shipments in millions)

Vendor    

3Q13 Unit
Shipments

   

3Q13 Market
Share

   

3Q12 Unit
Shipments

   

3Q12 Market
Share

   

Year-over-Year
Growth

Apple     14.1     29.6%     14.0     40.2%     0.6%
Samsung     9.7     20.4%     4.3     12.4%     123.0%
Asus     3.5     7.4%     2.3     6.6%     53.9%
Lenovo     2.3     4.8%     0.4     1.1%     420.7%
Acer     1.2     2.5%     0.3     0.9%     346.3%
Others     16.8     35.3%     13.5     38.8%     25.0%
Total     47.6     100.0%     34.8     100.0%     36.7%

Source: IDC Worldwide Tablet Tracker, October 30, 2013.

Table Note: Year-over-year growth calculations are based on preliminary shipment data and may vary from estimates based on rounded figures above.

In addition to the table above, an interactive graphic showing worldwide market share for the top 5 tablet vendors over the previous five quarters is available here. The chart is intended for public use in online news articles and social media. Instructions on how to embed this graphic can be found by viewing this press release on IDC.com.

About IDC Trackers
IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad.

About IDC
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 49 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.

Contacts

IDC
Tom Mainelli, 650-350-6455
tmainelli@idc.com
or
Jitesh Ubrani, 416-673-2214
jubrani@idc.com
or
Ryan Reith, 650-350-6242
rreith@idc.com
or
Michael Shirer, 508-935-4200
press@idc.com

Release Summary

Worldwide tablet shipments grew 36.7% year over year to 47.6 million units in the third quarter of 2013, according to preliminary data from the IDC Worldwide Quarterly Tablet Tracker.

Sharing

Contacts

IDC
Tom Mainelli, 650-350-6455
tmainelli@idc.com
or
Jitesh Ubrani, 416-673-2214
jubrani@idc.com
or
Ryan Reith, 650-350-6242
rreith@idc.com
or
Michael Shirer, 508-935-4200
press@idc.com