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Android Dominates the Tablet Market in 2013 Q2

Strategy Analytics: Android Dominates the Tablet Market in 2013 Q2 with 67 Percent Share of Global Tablet Shipments.

Boston, MA - July 29, 2013 - According to the latest research from Strategy Analytics, global tablet shipments reached 51.7 million units in the second quarter of 2013.  Android secured a robust 67 percent global share, while Apple iOS declined further to 28 percent.  Windows also fell back but secured a 4.5 percent global share.

Peter King, Director of Tablets at Strategy Analytics, said, "Global Branded Tablet shipments reached 36.2 million units in Q2 2013, up 47 percent from 24.6 million in Q2 2012.  The branded Tablet market had a rest period as very few new products came to market during the quarter.  When we add in White-Box Tablets, shipments reached 51.7 million units, up 43 percent from 36.1 million in Q2 2012.  Android is now making steady progress due to hardware partners like Samsung, Amazon, Google and White-Box tablets which, despite the fact that branded OEMs are lowering price-points and putting pressure on the White-Box manufacturers, are still performing well," King added, "Apple iOS shipments were 14.6 million iPads in Q2 2013 which declined 14 percent annually.  In the same quarter a year ago the first Retina display iPads were launched which could partly explain the decline as there were no new models in this quarter.  However, to compensate that, iPad Mini which was not available a year ago, now freely available was expected to take the figure higher than 14.6 million." 

Other findings from the research include:
  • Microsoft captured a niche 4.5 percent global tablet share in Q2 2013.  There may be an uptick in Windows RT shipments in Q3 following savage price cuts by all the partners still involved in the RT Market.  Microsoft has reduced prices by $150 and other vendors even more; they are still not cheap, but are much more where they should be to compete.  The shortage of apps continues to be a problem, with seemingly little incentive for developers to work on the platform.
Exhibit 1:  Global Tablet Operating System Shipments and Market Share in Q2 2013 (preliminary) 1

Global Tablet Operating System Shipments and Market Share in Q2 2013

The full report, Global Tablet OS Market Share: Q2 2013, is published by the Strategy Analytics Tablet & Touchscreen (TTS) service.



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.

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



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