NPD: HP’s poor-selling, defunct TouchPad outsold Samsung Galaxy Tab, Motorola Xoom in U.S.

U.S. tablet sales, excluding iPad sales, totaled more than 1.2 million units sold from January through October and brought in $415 million in revenue at retail, according to leading market research company The NPD Group’s monthly Connected Handhelds Report.

Total tablet industry sales, for both hardware and accessories, brought in nearly $700 million.

Tablet hardware sales accelerated throughout the year with each quarter performing better than the prior quarter. Third quarter sales were two times that of second quarter sales and second quarter sales were three times better than first quarter.

MacDailyNews Take: For comparison, during the same period, January through October 2011, Apple sold 25.06 million iPads at an average selling of $600, bringing in $12.636 billion, with a “B,” at retail during which, for long periods, iPad supply was severely constrained with daily lineups at Apple Retail Stores for many weeks.

“If you look at the tablet market without Apple there are a number of high-profile brands vying for that number two spot,” said Stephen Baker, vice president of industry analysis at NPD, in the press release. “According to NPD’s Consumer Tracking Service, 76 percent of consumers who purchased a non-Apple tablet didn’t even consider the iPad, an indication that a large group of consumers are looking for alternatives, and an opportunity for the rest of the market to grow their business.”

MacDailyNews Take: Oh, puleeze. The sales “increase” was due to a spike caused by frenzied bottom-feeders as they fed on failed products (HP’s defunct TouchPad being the prime example) that were liquidated during the quarter at significant losses. Not taking these iPad-inflicted liquidations into account is a failure in NPD’s “analysis” of the pretend iPad market. The reason why HP’s dead-end TouchPad “outsold” all of the other poor-selling fake iPads in the U.S. is precisely because they were liquidated in a $99 end-of-life fire sale.

“The market is filled with long-time PC and phone brands as well as low-cost entrants,” stated Baker. “With a limited amount of shelf space and challenges in overcoming the iPad’s first mover strength, not all brands will be successful.”

MacDailyNews Take: That much, at least, is correct.

Top 5 U.S. Tablet Brands (excluding Apple) Retail Sales Jan-Oct 2011

Top 5 U.S. Tablet Brands (excluding Apple) Retail Sales Jan-Oct 2011
Source: The NPD Group/Connected Handhelds Report

Source: The NPD Group, Inc.

Related articles:
There is no tablet market: Why consumer experiences matter – September 6, 2011
HP’s $99 TouchPad fire-sale burns Apple’s iPad foes – August 31, 2011
There is no tablet market, only an iPad market – August 24, 2011
Apple’s iPad, iPhone take victory laps – August 21, 2011
More blood on Apple iPhone’s and iPad’s touchscreens: HP discontinues webOS phones, tablets – August 18, 2011
As Apple iPads sell like hotcakes, mountains of unsold tablets pile up in channel – August 15, 2011


  1. “76 percent of consumers who purchased a non-Apple tablet didn’t even consider the iPad”

    Those people are called impulse buyers. It’s what the saw on the shelf when there were at the store to buy socks. Yes, they were not considering the iPad, or anything else.

  2. LOL when the TouchPad is the leading tablet that is not the iPad, and they only sold a little more than 200K during a fire sale, you REALLY have to wonder why these companies even bother trying. Just call it a day and admit that the iPad IS the market.

    All they’re doing is wasting their (and their shareholders’) money if they keep launching these pieces of crap.

    1. … have said to … say … Michael Dell had he said something similar to that say … a decade ago? A whole bunch of us suggested – in no uncertain terms – that he was mistaken about the state of the market and about the future of the Macintosh. We have been proven right in several important ways.

  3. What a misleading table.

    Are they saying Apple iPad market share is only 100-17-16-10-9-9…ie. 39% ? (BTW, Siri just did that little sum for me)

    Or are they saying (given that iPad is in reality 85% market share) that it’s 17% of 15%, 16% of 15% etc? or as SIRI tells me 2.55%, 2.4%, 1.5%, 1.35% and 1.35%.

    1. Try reading the table title in future. The table is made up of manufacturers other than Apple in the non iPad tablet market of which HP made up 17% of sales, Samsung 16% and so on. The other 39% is made up of other manufacturers like Acer, Asus, Dell and no name brands from China.

      1. You don’t understand what i am getting at do you. Dickhead!

        Let me explain to you in BABY language…..What I am trying to explain to you in a sarcastic manner is that if they had included Apple as part of the market everyone else’s numbers would have been much smaller. The guy that did the table left out Apple so that everyone else’s numbers “look” bigger. It is a perfect example of where statistics can make even shit look good. Thats what I am getting at…..but obviously you are too busy sucking Ballmers left nut. Now piss off back to the basement and go play with your win-doze.

        1. Only someone with poor comprehension skills would mistake the table as anything other than displaying market share for the non iPad segment. It’s like saying if I sliced a pizza in half and offered you half of that would you still be expecting half or a quarter? Don’t blame statistics for your poor math skills.

    2. You are correct, the table is misleading bordering on a dishonest spin. Reading from what’s on MDN (I didn’t read the article at the source) the article seems heavily spun to minimise/sidestep iPad’s giant footprint. Merely acknowledging that iPad is the number 1 tablet doesn’t cut it. That table is incomplete, confusing and, to me, questionable with its accuracy still.

    3. Assuming MDN’s numbers are correct (I haven’t taken the time to check) and Apple sold 25.06 million units during that period here’s how it breaks down:
      Apple: 95.4%
      HP: 0.8% (17% of 4.6%)
      Samsung: 0.7% (16% of 4.6%)
      ASUS: 0.5% (10% of 4.6%)
      Motorola: 0.4% (9% of 4.6%)
      Acer: 0.4% (9% of 4.6%)
      All Others: 1.8% (remainder of 4.6%)

      So no vendor other than Apple — even when you include the $99 fire sales — gets above 1.0% for the months of January through October 2011.

  4. Apple sold close to 40 million units in the first 10 months and the other “successful” OEMs sold 1.5 million units including the HP fire-sale.

    It is truly amazing how the press is trying to spin this as a positive thing for the iPad competition.

  5. This is no surprise to anyone who’s awake.

    In Canada, Rogers is offering a free Samsung Galaxy Tab for anyone who signs up for some new offer.

    I joked with the salesperson that Rogers would have to give away free iPads if they really want people to sign up.
    I also said that I guessed Samsung had a stockpile of these Tabs and was giving them to Rogers for disposal.
    She laughed and responded, “Oh, I see you know your stuff.” and she didn’t bring up the Samsung again.

  6. Question: what’s the sales of the iPad in the USA alone? Is that 25 million iPads sold figure for the US only or for world-wide sales? Would be interesting to compare (ahem) apples to apples figures.

  7. What’s the point of building statistics on 4% of products sales excluding major players. I don’t recall these bozos analysing the non-windows or non-office statistics to show how Apple or Open Office were dominating the crumbs left by Microsoft. It was irrelevent. This reeks of anti-Apple bias.

    To compound the irrelevence, they then slice it up even furter on the buyer profile of 76% of 4% to make a statement on idiots who won’t consider an iPad. The only positive thing about these figures is that Apple haters, who will purposefully buy anything but Apple products, are slowly becoming a dieing species.

  8. How is “not considering an iPad” and indication that someone is looking for an alternative ?

    I can see much more likely indications for that :
    – ignorance
    – Apple hate
    – price oriented buyers who are getting liquidation deals

    Someone would be looking for alternative if he DID consider an iPad in his purchasing decision and was actually applying criteria and comparison to the process.

    So, these people are buying crap tablets because they ommitted to consider an iPad, not because they are looking for an alternative

  9. “76 percent of consumers who purchased a non-Apple tablet didn’t even consider the iPad, an indication that a large group of consumers are looking for alternatives”
    So much wrong with this statement:
    The “large group” = 3%, right? 76% of 1.2 million = 912,000 out of 26.26 million purchasers = 3.473%.
    Let’s see someone make money on THAT niche.

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