Strategy Analytics: Apple Maintains 48 Percent Share of Global Branded Tablet Shipments in Q1 2013

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Strategy Analytics

Apr 23, 2013, 07:46 ET

BOSTON, April 23, 2013 /PRNewswire/ -- According to the latest research from Strategy Analytics, global tablet shipments reached 40.6 million units in the first quarter of 2013. Android secured a robust 43 percent global share, while Apple iOS maintained its strong leadership at 48 percent. Windows secured a 7.5 percent global share.

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Peter King, Director of Tablets at Strategy Analytics, said, "Global branded tablet shipments reached an all-time high of 40.6 million units in Q1 2013, surging 117 percent from 18.7 million in Q1 2012. Demand for tablets among consumer, business and education users remains strong. Apple produced a solid performance this quarter as the Mini had its first full term and shipped a robust 19.5 million mixed iPads worldwide maintaining market leadership with 48 percent share during the first quarter of 2013. Android captured a record 43 percent share of global branded tablet shipments in Q1 2013, rising from 34 percent a year earlier. Global Android tablet shipments increase 177 percent annually to 17.6 million units."

King added, "When we add White-Box1 tablets into the mix, Android market share of the total tablet market increases significantly to 52% and iOS slips to 41%, as the bulk of the White-Box tablets are Android low budget models aimed at a different market to the branded tablets."

Other findings from the research include:

  • Global branded tablet shipments grew 117 percent annually in Q1 2013, compared with 146 percent annually in Q1 2012. This was the highest CY Q1 shipment figure since the modern tablet industry began in Q2 2010;
  • Microsoft captured a niche 7.5 percent global tablet share in Q1 2013. Very limited distribution, a shortage of top tier apps, and confusion in the market, are all holding back shipments.

Exhibit 1: Global Tablet Operating System Shipments and Market Share in Q1 2013 (Preliminary)2


Global Branded Tablet OS Shipments (Millions of Units)


Q1 '12

Q1 '13

Apple iOS


11.8

19.5

Android


6.4

17.6

Windows


0.0

3.0

Others


0.5

0.4

Total


18.7

40.6




Global Branded Tablet OS Marketshare %


Q1 '12

Q1 '13

Apple iOS


63.1%

48.2%

Android


34.2%

43.4%

Windows


0.0%

7.5%

Others


2.7%

1.0%

Total


100%

100%




Growth Year-over-Year %


146%

117%

The full report, Global Tablet OS Market Share: Q1 2013, is published by the Strategy Analytics Tablet & Touchscreen (TTS) service, details of which can be found here: http://tinyurl.com/78qpf5u.

About Strategy Analytics:

Strategy Analytics is a global, independent research and consulting firm. The company is headquartered in Boston, USA, with offices in the UK, France, Germany, Japan, South Korea and China. Visit www.strategyanalytics.com for more information.

USA Contact:
Neil Shah / +1 617 614 0727 / [email protected] 

Europe Contact:
Peter King / +44 1908 423 615 / [email protected]

1 A white-box tablet is a product produced by one company (the manufacturer or ODM) that other companies (the vendors or OEMs) rebrand to make it appear as if they made it. White box tablets invariably use different components to branded tablet in order to keep costs to a minimum.

2 Shipments refer to sell-in. Numbers are rounded. The definition of tablet does not include e-book readers or convertible PCs.

SOURCE Strategy Analytics