Research firm IDC predicted there could be a steep drop off in tablet shipments during Q1 of 2012. Following the surge of sales in the course of the holiday season, a fall of 34 percent, while certainly staggering, is hardly surprising. But there's bad news: shipments didn't meet even those bleak predictions. Shipments fell by 38.4 percent, thanks largely to Android slates stumbling dramatically. After a fairly impressive holiday season, IDC expected Android would continue to make inroads out there. Instead, the variety of units moved dropped drastically, allowing Apple not to just maintain its position on the top of the heap, but assert an unquestionable dominance not seen because the early days of Honeycomb. After accounting for 54.7 percent of all tablet shipments in Q4 of 2011, the iPad spread out a powerful lead, claiming 68 percent of the market in Q1 of 2012. What's more, after catapulting to the number two spot by shipping 4.8 million units on the end of last year, Amazon fell to number three -- accounting for less than 4 percent of tablets shipped, a precipitous fall from 16.8 percent last quarter. That's excellent news for Samsung, however, which reclaimed its place as first runner up slate wars. For more, investigate cross-check the PR after the break.
Apple Shines, But Slumping Android Shipments End in Disappointing First Quarter for Media Tablets, In line with IDC
FRAMINGHAM, Mass.--(BUSINESS WIRE)--A steep drop in shipments of Android-based tablets offset a powerful quarter from Apple and caused the media tablet market to overlook projections for the primary quarter of 2012 (1Q12), in keeping with preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Media Tablet and eReader Tracker. Total worldwide media tablet shipments for the quarter reached 17.4 million units in 1Q12, 1.2 million units below IDC's projection for the quarter. While IDC predicted a pointy seasonal slowdown of -34% from the former quarter's record-breaking 28.2 million units, the particular decline was slightly steeper at -38.4%. The entire still represents a sturdy year-over-year growth rate of 120%, up from 7.9 million units within the first quarter of 2011.
"Apple reasserted its dominance out there this quarter, driving huge shipment totals at a time when all but some Android vendors saw their numbers drop precipitously after posting big gains in the course of the holiday buying season"
"Apple reasserted its dominance available in the market this quarter, driving huge shipment totals at a time when all but several Android vendors saw their numbers drop precipitously after posting big gains in the course of the holiday buying season," said Tom Mainelli, research director, Mobile Connected Devices at IDC. "Apple's move to place the iPad as an all-purpose tablet, rather than only a content consumption device, is resonating with consumers in addition to educational and commercial buyers. And its decision to maintain a lower-priced iPad 2 available in the market after it launched the recent iPad in March seems paying off besides."
Apple shipped 11.8 million iPads in the course of the quarter, down from 15.4 million units within the fourth quarter of 2011, and grew its worldwide share from 54.7% in 4Q11 to 68% in 1Q12. Amazon, which stormed into the market in 4Q11 to seize second place with 16.8% of the market on shipment of four.8 million units, saw its share decline significantly within the first quarter to simply over 4%, falling to 3rd place consequently. Samsung took benefit of Amazon's weakness to regain the number two position while Lenovo vaulted into the number four spot, followed by Barnes & Noble at number five.
Although total Android shipments were down sharply in 1Q12, companies comparable to Samsung and Lenovo are starting to gain traction out there with their latest generation of Android products. IDC expects the segment to rebound quickly as other vendors introduce new products within the second quarter and beyond.
"It kind of feels among the mainstream Android vendors are finally commencing to grasp a proven fact that Amazon, B&N, and Pandigital found out early on: Namely, to compete within the media tablet market with Apple, they ought to offer their products at notably discount points," Mainelli added. "We predict a brand new, larger-screened device from Amazon at a typically aggressive price point, and Google will enter the market with a reasonable, co-branded ASUS tablet designed to compete directly on price with Amazon's Kindle Fire. The hunt giant's new tablet will run a pure version of Android, whereas the hearth runs Amazon's own forked version of the OS that cuts Google out of the image."
The impact that Microsoft Windows 8- and Windows RT-based tablets, that are widely expected to ship into the market by the fourth quarter, could have at the overall tablet market is yet to be determined. Pricing at the new Windows tablets hasn't been announced, and with a purpose to be a critical factor relating to winning over consumers. Consumer reception to the hot OS and the success of integration with traditional Windows systems can also be critical.
"The global tablet market is entering a brand new phase within the second 1/2 2012 with a view to undoubtedly reshape the competitive landscape," said Bob O'Donnell, program vp, Clients and Displays. "While Apple will continue to take a seat comfortably at the top for now, the battle for the following several positions goes to be fierce. Throw in Ultrabooks, the launch of Windows 8, and some surprise product launches, and you've got all of the makings of a terrific 2012 holiday shopping season."
About IDC
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the guidelines 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. Greater than 1,000 IDC analysts provide global, regional, and native expertise on technology and industry opportunities and trends in over 110 countries. For greater than 48 years, IDC has provided strategic insights to aid our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You may learn more about IDC by visiting www.idc.com.
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