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Worldwide Tablet Market Surges Ahead on Strong First Quarter Sales, Says IDC
Apple outperformed IDC's most recent projections for the quarter, shipping 19.5 million units compared to a forecast of 18.7 million units. The company, which historically has experienced a steep drop off in first quarter shipments (following strong holiday sales in the fourth quarter), saw some smoothing of that seasonality this year. Number two vendor Samsung also performed above expectations and managed to grow its shipments over the fourth quarter as more of the company's smaller-sized tablets began to gain traction in the market. Samsung has also used its recent Android smartphone growth to help bring its tablet product line into new markets and channels, leveraging the opportunity to package and bundle. The strong performance of the two market leaders helped drive total shipments to an impressive 49.2 million units for the quarter.
"Sustained demand for the iPad mini and increasingly strong commercial shipments led to a better-than expected first quarter for Apple," said Tom Mainelli, Research Director, Tablets at IDC. "In addition, by moving the iPad launch to the fourth quarter of 2012, Apple seems to have avoided the typical first-quarter slowdown that traditionally occurred when consumers held off buying in January and February in anticipation of a new product launch in March."
ASUS managed to move into the number 3 vendor spot as it continued to see decent tablet shipment demand from the highly marketed Nexus 7 device. But, with Google's I/O conference right around the corner and expectations of an imminent device refresh, the company will need to find a way to sustain its momentum. Amazon fell to the number 4 position, once again the victim of a highly seasonal product cycle.
Microsoft, which is a focal point for many in the tablet space, entered the top five for the first time as shipments of its Surface RT and Surface Pro tablets combined for a total of nearly 900,000 units. Many of those units were Surface Pro, which the company started shipping to the U.S. and Canada in February. Microsoft has said that it is actively widening its regional distribution of both Surface RT and Surface Pro products. Beyond the Surface products, Windows 8 and Windows RT tablets continued to struggle to gain traction in the market. Total combined Windows 8 and Windows RT shipments across all vendors reached 1.8 million units.
"Recent rumors have circulated about the possibility of smaller screen Windows RT and Windows 8 tablets hitting the market," said Ryan Reith, Program Manager for IDC's Mobility Tracker program. "However, the notion that this will be the saving grace is flawed. Clearly the market is moving toward smart 7-8 inch devices, but Microsoft's larger challenges center around consumer messaging and lower cost competition. If these challenges are addressed, along with the desired screen size variations, then we could see Microsoft make even further headway in 2013 and beyond."
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.
Amazon.com, Inc., ICHARTS INC, Apple Inc., MARKET SHARE MEIDA SHIVUKI LTD, AMAZON.COM, INC., Google Inc., Samsung, Microsoft Corporation
Android, Media tablets, Mobility, Operating systems and subsystems, ereaders, iOS, iPad
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