Data Monday: The Shifting Tablet Market

by Luke Wroblewski March 3, 2013

Not too long ago, tablets meant iPads. But as the global market for tablet computers has catapulted forward, increased competition (primarily from Android) and new form factors (mainly smaller tablets) are altering the device landscape. Note, however, that not all these devices get used equally.

At the End of 2012

  • At the end of 2012, tablet shipments were 52.5 million. More than half of the 89.8 million PCs shipped. (source)
  • One in every three PCs shipped was actually a tablet, and Apple’s iPad accounted for about half of them, or one in every six PCs shipped. (source)
  • Apple’s iPad was the top selling tablet with 43.6% market share, which was down slightly as more tablet manufacturers gained share. (source)
  • Samsung took second place with 15% market share and 263% year-on-year growth. (source)
  • Amazon was third with 11.5% market share and year-over year growth of 26.8%. (source)
  • Makers of Google's Nexus 7, Asus slipped to 5.8% at fourth place. And Barnes & Noble took 5th. (source)
  • 59% of all Android tablet usage came from the United States, with over half of that attributed to Kindle Fire and Fire HD tablets, working out to a 33% share. (source)
  • 89% of Amazon’s tablets are used in America and most of the rest in Great Britain. (source)
  • Samsung's Galaxy line accounts for 76% of all Android tablet usage across non-U.S. markets. Google's Nexus 7 came in second at 15%, and Kindle Fire’s global share is just 9%. (source)

At the Start of 2013

  • In the first month of 2013, tablet PC panel shipments shifted dramatically toward smaller screen sizes. (source)
  • Shipments of 9.7” tablet PC panels collapsed, falling from 7.4 to 1.3M, while 7”and 7.9” panel shipments grew rapidly, from 12 to 14M. (source)
  • The iPad mini has become more popular than the iPad. Apple may be planning to sell 55M iPad minis (7.9”) and 33M iPads (9.7”) in 2013. (source)