The State of the Tablet Market


A TabTimes executive summary

This continuously updated page reports the latest data and trends in the tablet industry and related ecosystems.

1. Tablet devices

Tablets are driving a wave of adoption more quickly than that of laptops and smartphones.

1.1. How many tablet devices are out there?

More people than ever are discovering the benefits of tablets over conventional PCs and laptops.

Installed base of name brand tablets* at the end of 2013
Worldwide: 285 million (Est.)
USA: 70 million (Est.)
(*tablet devices from top manufacturers like Apple, Samsung and Amazon. source: ABI Research, Dec. 2013)

Installed base of consumer tablets at the end of 2013
Worldwide: 200 million<
(source: IDC, Feb. 2014)

 

1.2. How many people own and use a tablet?

Percentage of Americans ages 12 to 64 who own or use a tablet owned by someone else in household
2011: 20%
2012: 33%
2013: 52%
2014: 64% (proj.)
(source: Frank N. Magid Associates, Oct. 2013)

American adults aged 18 and older who own a tablet
2010 (May): 3%
2011 (May): 8%
2011 (Dec.): 10%
2012 (Nov.): 24%
2013 (Sept.): 34%
2014 (January): 42%
(source: Pew Internet & American Life Project report, Jan. 2014)

American aged 8 to 64 who own a tablet
2012: 30%
2013: 44%
(source: Frank N. Magid Associates, June 2013)

American aged 12 to 64 who own a tablet
2013: 52%
2014: 64% (forecast)
(source: Frank N. Magid Associates, June 2013)

Physicians who own a tablet
2011: 30%
2012: 62%
2013: 72%
(source: Manhattan Research, April 2013)

UK tablet users (in millions)
2012: 14.1 (est.)
2013: 20 (est.)
2014: 24.6 (proj.)
2015: 28.2 (proj.)
2016: 31.8 (proj.)
2017: 34.8 (proj.)
(source: eMarketer, Oct. 2013)

Germany tablet users (in millions)
2012: 9.1 (13% of 14+)
2014: 18 (26% of 14+)
(source: Bitkom, 

1.3. How many tablets are sold?

1.3.1. Overall tablet production

Tablet production, in units
2014: +25% vs. 2013 (proj.)
(source: IHS Technology, Feb. 2014)

1.3.2. Overall tablet sales

Tablet sales to end users (worldwide)
2012: 116M
2013:  195M (+68% vs. 2012)
(Source: Gartner, March 2014)

Tablet shipments (branded tablets, according to ABI)
2013: 166 million
2014 (proj.): 200 million
(source: ABI, March 2014)

Tablet shipments (according to Strategy Analytics)
2012: 170.9 million
2013 (est.): 227 million
(source: Strategy Analytics, Jan. 2014)

Tablet shipments (according to Gartner)
2014: 263.4 million, +47% vs. 2013
(source: Gartner, Jan. 2014)

Tablet shipments (according to IDC)
2012:  144.5 million
2013: 221 million (forecast); +53.5% vs. 2012
2014: 270 million (forecast); +22.2% vs. 2013
2017: 386 million (forecast)
(source: IDC, December 2013)

Tablet shipments including 2-in-1 (according to IDC)
2012:  144.1 million
2013: 218.5 million; +51.6% vs. 2012
2014: 270 million (forecast); +19.4% vs. 2013
2017: xx million (forecast)
(source: IDC, March 6, 2014)

Tablet shipments (acording to Canalys)
2012:  113 million (actual)
2013: 195 million (est.)
2014: 285 million (forecast)
2015: 323 million (forecast)
2016: 358 million (forecast)
2017: 396 million (forecast)
(source: Canalys, November 2013)

Phablet shipments
(Phablets being defined as smartphones with a screen of at least 5.6 inches)
2013: 20 million
2018 (proj.): 120 million
(source: Juniper Research, Jan. 2014)

Tablet sales revenues
2013: $72 billion
(Source: ABI research, June 2013)

Tablet sales in Brazil
2011: 1.1 million
2012: 3.1 million
2013: 7.9 million (est.)
2014: 10.0 million (proj.)
(source: IDC, Dec. 2013)

 

1.3.3. Sales by manufacturer

Market share (based on sales to end users) by manufacturer in 2013 
Apple: 36%
Samsung: 19.1%
Asus: 5.6%
Amazon: 4.8%
Lenovo: 3.3%
Others: 31%
(source: Gartner, March 2014)

Market share (based on shiping) by manufacturer in Q4 2013
Apple: 33.9% (vs. 35.7% in Q4 2012)
Samsung: 17.7% (vs. 11.7% in Q4 2012)
Amazon: 6% (vs. 7% in Q4 2012)
Asus: 4.7% (vs. 5% in Q4 2012)
Lenovo: 3.9% (vs. 1.2% in Q4 2012)
Acer: 1.3% (vs. 0.6% in Q2 2012)
Whitebox: 24% (vs. 27.1% in Q4 2012)
Others: 8.6% (vs. 11.5% in Q4 2012)
(source: Strategy Analytics, Feb. 2014)

Market share by manufacturer in Q3 2013
Apple: 29.6%
Samsung: 20.4%
Asus: 7.4%
Lenovo: 4.8%
Acer: 2.5%
Others: 35.3%
(source: IDC)

 

1.3.4. Sales by product segment: Size and price matter

Price-conscious consumers are beginning to adopt less expensive tablets instead of premium-priced ones. The popularity of the iPad mini is a testament of that trend.

Share of the iPad mini
2013: 60% of iOS tablet sales

The shift to smaller form factors has been aggressive over the last two years but will only slightly increase over the next four. The anticipated slowed growth is likely due to homes with multiple devices that embrace cheaper tablets for media consumption and simple communication.

Worldwide tablet market share by screen size band
2011: < 8": 27% ; 8" – 11": 73% ; 11"+: 0%
2013: < 8": 55% ; 8" – 11": 43% ; 11"+: 2%
2017 (Forecast): < 8": 57% ; 8" – 11": 37% ; 11"+: 6%
Source: IDC, May 2013

Lowering the cost of owning a tablet has helped increase sales overall.

Worldwide average selling price for tablets
2013: $381
Variation vs. 2012: -10.8%

To put this in perspective, in 2010, the original iPad sold for $499.

 

1.3.5. Sales to corporations vs. consumers

Percentage of tablets owned by businesses
By the end of 2012: 11% (est.)
By the end of 2017: 18% (proj.)
(source: Forrester Research, August 2013)

Share of tablet shipments going to organizations ("commercial")
2013: 11%
2014: 14% (proj.)
2018: 18% (proj)
(source: IDC, March 2014)

 

 

2. Tablet OS

2.1 What are the respective shares of iOS and Android on all the tablets out there?

OS market share in name brand tablet* installed base at the end of 2013
iPad: 51%
Android: 40%
(*tablet devices from top manufacturers like Apple, Samsung and Amazon. source: ABI Research, Dec. 2013)

2.2 What are the OS shares on recently sold tablets?

OS market share in global tablet unit shipments in Q4 2013
Android: 61.8%
iPad: 33.9%
Windows: 4.3%
(Source: Strategy Analytics, Jan. 2014)

OS market share in tablet unit sales in 2013 (Jan. to Nov.)
iPad/iOS: 59%
(Source: NPD Group, Dec. 2013)

OS market share in tablet unit sales in Q2 2013
Android: 53% (of which Samsung: 22%, Amazon: 5%; Lenovo: 4%; Acer: 4%; others: 23%)
Apple/iPad: 43%
(source: Canalys, August 2013)

OS market share in tablet unit sales to end users
2012: iOS 52.8%, Android 45.8%, Microsoft 1%, others 0.3
2013: Android 61.9%, iOS 36%, Microsoft 2.1%
(source: Gartner, March 2014)

OS market share in tablet unit sales
2012 (actual): Apple 58%, Android 40%, Microsoft 2%
2013 (estimate): Android 58%, Apple 38%, Microsoft 4%
2014 (forecast): Android 65%, Apple 30%, Microsoft 5%
2015 (forecast): Android 64%, Apple 29%, Microsoft 6%
2016 (forecast): Android 63%, Apple 28%, Microsoft 8%
2017 (forecast): Android 63%, Apple 27%, Microsoft 10%
(source: Canalys, November 2013)

OS market share in tablet unit sales
2012 (actual): Android 52%, iOS 45.6%, Microsoft 0.9%; Other: 1.4%
2013 (forecast): Android 60.8%, iOS 35%, Microsoft 3.4%; Other: 0.8%
2017 (forecast): Android 58.8%, iOS 30.6%, Microsoft 10.2%; Other: 0.4%
(source: IDC, December 2013)

2.3 What are the tablet OS shares in online traffic?

OS share of online traffic from tablets
iPad: 84.3%
Kindle Fire: 5.9%
Samsung Galaxy Tab: 4.2%
Nook: 1.2%
(source: Chitika, based on ad impressions on its network in the US and Canada, June 2013)

2.4 What are the tablet OS shares in organizations?

OS share in tablet activations in enterprises, Q4 2014 (iOS and Android only)
iPad: 91.4%
Android: 8.6%
(source: Good Technology, Feb. 2014)

3. Tablet apps

3.1 How big is the tablet app market?

Apps are the lifeblood of the tablet ecosystem.

Tablet app market
Revenues in 2013: $8.8 billion (proj.)
Share of all mobile application revenue in 2013: 35%
Year when tablet will overtake smartphone app market: 2017
(source: ABI Research)

80% of these apps will be for games, digital publishing, social networking, and e-commerce
(source: ABI Research)

By 2017, more than 160 billion apps will be downloaded globally onto consumer handsets and tablets
(source: Juniper Research)

Number of jobs created in the US by app economy: 500,000 (source: MobileFuture.com)

App market in 2013: $25 billion; by 2017: $46 billion (proj.) (source: MobileFuture.com)

Business and productivity apps are beginning to make a strong showing, albeit with many challenges. “While productivity apps are getting better, they are still a sub-par experience on the tablet when compared to the PC,” Jitesh Ubrani, a senior analyst with IDC, told TabTimes. “This has led to slower adoption in business when compared to other commercial segments such as education.”

Non-work related tablet apps tend to offer a far more enriching experience than their web-based counterparts or native PC apps, Ubrani adds. For everyday tasks, the ease of use and personal nature of the device, make tablets an ideal primary computing device.

 

3.2 How do developers make money with tablet apps?

The challenge remains for developers to profit from their apps, as the downward pressure on pricing leaves many the only option to offer their apps for free at the point of download.

Apps paid for at the point of download
2013: 6.1% (Est.)
2017: 5%
(source: Juniper)

 

4. How tablets are used

Orientation used on iPad
Landscape: 60%
Portrait: 41%
(source: OnSwipe, based on ad impressions on its network, June 2013)

Sharing platforms used on iPad
Email: 55%
Facebook: 29%
Twitter: 13%
Pinterest: 3%
(source: OnSwipe, based on ad impressions on its network, June 2013)

Tablet activities of UK tablet owners (at least once a week)
Email: 65%
Games: 54%
News: 49%
Social networking: 49%
Video: 37%
Books: 37%
Photos: 28%
Music: 26%
Other web browsing: 68%
Other: 6%
(source: Newsworks, Dec. 2013)

Tablet magazine readership
Read magazines on tablets: 23%
Bought single issue or subscription in last 30 days:13%
(source: The Mequoda Group, US adult tablet users, June 2013)

Tablet commerce
Worldwide online purchases from tablets
2012: $5.1 billion
2013: $28.7 billion
(source: Javelin Strategy & Research, Feb. 2014)

Tablet shopping by tablet owners
Likely to purchase physical items: 38%
Do product research: 59%
Make purchases fom home: 95%
(source: Nielsen, August 2013)

Apparel buying by tablet users
Share of tablets in apparel ecommerce sites' traffic and online sales
Share of traffic: 12.5%
Share of revenues: 14.4%
(source: MarketLive, Q3 2013, Nov. 2013)

Tablet entertainment (12 to 64 year olds)
Likely to use as primary entertainment platform: 52%
Likely to use in front of the television: 57%
(source: Frank N. Magid Associates, October 2013)

Tablet gaming
Likely to play games on their tablet: 69%, with 31% of these gamers participating in in-game transactions. Average spent on mobile games (2012-2013) $48 (annual)
Total in-game spending $914 million (annual)
(source: Frank N. Magid Associates, October 2013)

Share of tablets in online usage in Canada
Weekly time spent online by 18+ in Canada
PC: 43% (743 minutes)
Smartphone: 28% (484 minutes)
Tablets: 19% (332 minutes)
Over the top device (e.g. Smart TV): 6% (108 minutes)
Game console: 4% (68 minutes)
(source: CMUST study by PHD Canada for IAB Canada, Dec. 2013)

 

This document was last updated on March 22, 2014. To suggest update, please contact patrick@tabtimes.com

 

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