Tablet sales continue to fall, Windows is coming

There’s no clear end in sight to falling tablet sales. IDC’s latest tablet quarterly report shows shipments fell over 12 percent year-on-year. This is the seventh quarter in a row shipments have declined.

Tablet sales for the second quarter of 2016 were 38.7 million units compared with 44.1 million in the same period a year earlier. IDC’s figures include slates and detachable devices.

Apple, Samsung down

Apple and Samsung showed the biggest decline. Yet they stay first and second in the market. The pair are a long way ahead of the next place company: Lenovo.

Samsung’s market share fell from 18.2 percent to 15.6 percent. Apple managed to edge up to a market share of 25.8 percent. It shipped 10 million tablets during the quarter, Samsung shipped six million.

Lenovo’s market share held steady with a small, three percent increase in units shipped. Huawei leapt forward with a 71 percent increase in shipments but remains small compared to the two leaders on a 5.6 percent market share.

Amazon’s numbers look great, 1200 percent growth, but IDC says that’s partly because it didn’t include the company’s six-inch tablets in the earlier survey.

Android dominates but stalling

Android still dominates in terms of operating system. It accounts for 65 percent of the total. Apple’s iOS has a 26 percent share. Windows makes the rest.

IDC says a change could be on the way as fewer brands now sell Android tablets and some of those who have in the past now offer more Windows devices.

Jitesh Ubrani, IDC’s senior research analyst says Android is finding it difficult to compete at the moment, but a new version of the OS is on the way with better multi-tasking support. So that could change.

Windows got off to a poor start with tablets. The first Windows tablets from companies like HP and Dell were disappointing. That’s changed with Windows 10, there’s some evidence Windows tablets are picking up momentum with corporate customers, mainly but not exclusively at Android’s expense.

Top Five Tablet Vendors, Shipments, Market Share, and Growth, Second Quarter 2016

(Preliminary Results, Shipments in millions)

Vendor 2Q16 Unit Shipments 2Q16 Market Share 2Q15 Unit Shipments 2Q15 Market Share Year-Over-Year Growth
1. Apple 10.0 25.8% 11.0 24.9% -9.2%
2. Samsung 6.0 15.6% 8.0 18.2% -24.5%
3. Lenovo 2.5 6.6% 2.5 5.6% 3.1%
4. Huawei 2.2 5.6% 1.3 2.9% 71.0%
5. Amazon 1.6 4.0% 0.1 0.3% 1208.9%
Others 16.4 42.4% 21.3 48.2% -22.9%
Total 38.7 100.0% 44.1 100.0% -12.3%
Source: IDC Worldwide Quarterly Tablet Tracker, August 1, 2016

Tablet sales continue to fall, Windows is coming was first posted at billbennett.co.nz.

2 thoughts on “Tablet sales continue to fall, Windows is coming

  1. It depends on how you view the market. Consumers and some geeky individuals probably don’t care much for Windows tablets. Enterprise customers, tablet vendors and business software developers may see things differently.

    Three points:

    1. Many enterprise tablet buyers don’t like Android. Until now they’ve either gone with iOS or gritted their teeth, purchased Android and regretted it. At least this is what tablet vendors say is happening.
    2. Vendors are frustrated by Android and Android tablet apps, especially Android business apps. Many Android tablet apps are poorly converted phone apps. At least when it comes to selling tablets to business customers, vendors think Windows might do better. This may be less of an issue if Google fixes the Android multitasking problems and if developers choose to run with it as a serious tablet OS.

    3. Tablet vendors may have relationships with Microsoft that include incentives for choosing Windows.

    The market is fluid, but don’t underestimate Microsoft’s ability to influence vendors and enterprise buyers. This is now the company’s key market.

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