Android Tablets Gain Momentum in the Third Quarter, Expectations Remain High
for the Holiday Quarter, According to IDC
FRAMINGHAM, Mass. -- November 05, 2012
Worldwide tablet shipments totaled 27.8 million units in the third quarter of
2012 (3Q12), according to preliminary data from the International Data
Corporation (IDC) Worldwide Quarterly Tablet Tracker. The tablet market grew
49.5% year over year in 3Q12 and 6.7% over the second quarter of 2012. Android
shipments, led by Samsung and Amazon, surged during the quarter, at the
expense of Apple, which saw its share slip notably during the quarter.
"After a very strong second quarter, Apple saw growth slow as both consumer
and commercial (including education) shipments declined, and rumors of a
forthcoming iPad mini began to heat up," said Tom Mainelli, research director,
Tablets at IDC. "We believe a sizeable percentage of consumers interested in
buying an Apple tablet sat out the third quarter in anticipation of an
announcement about the new iPad mini. Now that the new mini, and a
fourth-generation full-sized iPad, are both shipping we expect Apple to have a
very good quarter. However, we believe the mini's relatively high $329
starting price leaves plenty of room for Android vendors to build upon the
success they achieved in the third quarter."
Apple's slowdown put a sizeable dent in the company's commanding worldwide
market tablet share, which slipped from 65.5% in 2Q12 to 50.4% in 3Q12. The
remaining top five tablet vendors all gained share during the quarter as a
result. Most notable was the impressive quarter turned out by Samsung—driven
by its Galaxy Tab and Note 10.1. Samsung shipped 5.1 million tablets worldwide
in 3Q12, up 115.0% from 2Q12; that's an increase of 325.0% from 3Q11, when it
shipped 1.2 million tablets.
The top 5 was rounded out by Amazon, ASUS, and Lenovo; with all three vendors
experiencing sequential growth over 2Q12 while Lenovo and ASUS also saw solid
year-over-year growth. Amazon, which did not have product in 3Q11, announced
new 7-inch and 8.9-inch Kindle Fire HD tablets late in the quarter, and began
shipping the new 7-inch HD version (in addition to a refreshed version of the
original 7-inch Fire) in mid-September. This helped grow its worldwide market
share from 4.8% in 2Q12 to 9.0% in 3Q12, despite only shipping in the U.S.
(the company began shipping into five additional countries in 4Q12). ASUS'
share growth was backed by strong shipments of its Google-branded Nexus 7
device; Lenovo's gains were driven by strong shipments in China.
"Samsung took advantage of an opportunity in the second quarter," said Ryan
Reith, program manager, IDC's Mobile Device Trackers. "The company offers a
wide range of tablet offerings across multiple screen sizes and colors, and
that clearly resonated with more buyers this quarter. Its growth to 18.4% of
worldwide market share during the quarter represents the first time a
competitor has attained this level of share since the original launch of the
"Competitors are turning up the pressure on market leader Apple," Reith added.
"With the recent introduction of a number of Windows 8 and Windows RT tablets,
consumers now have a third viable tablet platform from which to choose.
However, price points are critical in tablets, and Microsoft and its partners
will have a tough time winning a share of consumer wallet with price points
starting at $500."
Top 5 Vendors, Worldwide Tablet Shipments, Third Quarter 2012 (Preliminary)
(Units Shipments are in millions)
3Q12 3Q12 3Q11 3Q11 3Q12/3Q11
Vendor Shipments Market Shipments Market Growth
1. Apple 14.0 50.4% 11.1 59.7% 26.1%
2. Samsung 5.1 18.4% 1.2 6.5% 325.0%
3. 2.5 9.0% NA NA NA
4. Asus 2.4 8.6% 0.7 3.8% 242.9%
5. Lenovo 0.4 1.4% 0.2 1.1% 100.0%
Others 3.3 12.2% 5.4 28.9% -38.9%
All Vendors 27.8 100% 18.6 100% 49.5%
Source: IDC Worldwide Quarterly Tablet Tracker, November 5, 2012 (preliminary
*Some IDC estimates prior to financial earnings reports.
*Amazon didn't begin shipments of its tablet products until 4Q11
*Shipments include shipments to distribution channels or end users. OEM
sales are counted under the vendor/brand under which they are sold.
In addition to the table above, a graphic showing the relative market shares
of the top 5 tablet vendors over the previous five quarters is available at
IDC.com. 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
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their respective holders.
Tom Mainelli, 650-350-6455
Ryan Reith, 650-350-6242
Michael Shirer, 508-935-4200
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