IDC Lowers Tablet Projections for 2014 as Demand in Mature Markets Levels Off

  IDC Lowers Tablet Projections for 2014 as Demand in Mature Markets Levels

Business Wire

SAN MATEO, Calif. -- August 29, 2014

Following a second consecutive quarter of softer than expected demand,
International Data Corporation (IDC) has lowered its worldwide tablet plus
2-in-1 forecast for 2014 to 233.1 million units. The new forecast represents a
6.5% year-over-year growth rate, which is well below the 12.1% growth rate
previously forecast.

"When we look at the global picture, it would be easy to say that the tablet
market is slowing down," said Jean Philippe Bouchard, Research Director for
Tablets. "But, when we start digging into the regional dynamics, we realize
that there is still a good appetite for this product category. While mature
markets like North America and Western Europe will combine for flat unit
growth in 2014, the remaining regional markets will generate 12% unit growth
over the same period."

IDC anticipates that price pressure on tablets with smaller screen sizes (less
than 8 inches) and evolving tablet usage in emerging markets will fuel that
unit growth. While average selling prices (ASPs) are expected to stabilize at
US$373 in mature markets in 2014 due to the shift to larger screens and
cellular-enabled tablets, ASPs in the rest of the world will decrease to
US$302, representing an annual decline of 10%. As an illustration of evolving
tablet usage, shipments of tablets featuring a built-in option of voice
calling over cellular networks in the Asia/Pacific (excluding Japan)(APeJ)
region reached 25% this quarter, representing annual growth of 60%. This trend
suggests that end users in this region are looking for a single device that
can meet their needs in terms of voice communication and media consumption,
and for some that single device is a tablet and not a smartphone.

"Driven primarily by small devices, we expect the rest of the world to account
for the majority of shipments in the years to come," said Jitesh Ubrani,
Senior Research Analyst for the Worldwide Tablet Tracker. "But in terms of
dollars spent, medium- to large-sized devices in North America and Western
Europe will still produce significant revenues."

Tablet plus 2-in-1 Year on Year Growth
Region                     2013 Actual   2014 Forecast   2018 Forecast
North America +            25%           0%              4%
Western Europe
Rest of World              88%           12%             5%

Source: IDC Worldwide Quarterly Tablet Tracker, August 29, 2014

Note: Total tablet market includes tablets plus 2-in-1s.

In addition to the table above, an interactive graphic showing worldwide
shipments and ASPs over the 2013—2018 forecast period 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

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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. In 2014, IDC
celebrates its 50th anniversary of providing strategic insights to help
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


For IDC:
Jitesh Ubrani, 416-673-2214
Jean Philippe Bouchard, 508-596-4022
Michael Shirer, 508-935-4200
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