IDC: Samsung and Apple dominate ‘smart connected device’ market

When looking at a holistic view of smartphones, tablets, and PCs, one thing is clear – smartphones and tablets are driving mobility growth. According to IDC’s Worldwide Quarterly Smart Connected Device Tracker, vendors shipped 367.7 million desktop PCs, portable PCs, tablets, and smartphones – a collective view IDC refers to as “Smart Connected Devices” – in the fourth quarter of 2012 (4Q12), up 28.3% from the prior year.

As desktop PCs and portable PCs declined, -4.1% and -3.4%, respectively, the overall smart connected device space continued to surge to just over 1.2 billion shipments cumulatively in 2012. Tablet shipments experienced the largest year-over-year growth in 2012, up 78.4% over 2011, while smartphones grew 46.1% but accounted for 60.1% of all smart connected devices shipped throughout the year.

After finishing 2011 second to Apple in the smart connected device market, Samsung arose to the number one position in 2012 with just over 20% share across the four device categories. Samsung shipped 250.0 million PCs, tablets, and smartphones in the past year, up 119.3% from the previous year, driven largely in part by its surge in the smartphone space. While Samsung managed to ship more smartphones and portable PCs than Apple in 2012, Apple led all in tablet shipments, was eighth in portable PC shipments, and fifth overall in desktop PC shipments.

MacDailyNews Note: Note: Samsung does not release shipment totals. All Samsung numbers are estimates by IDC. Apple releases unit sales totals quarterly. Shipments do not equal sales to end users. What actually constitutes a “smartphone” is determined by IDC.

“Smartphones and tablets are growing at a pace that PCs can’t realistically keep up with because of device prices and to some extent disposability,” explained Ryan Reith, program manager, Worldwide Mobile Device Trackers at IDC, in a statement. “The average selling price (ASP) for a tablet declined 15.0% in 2012 to $461, and we expect that trend to continue in 2013. However, smartphone APSs are still lower at $408. We expect smartphones to continue to carry a shorter life cycle than PCs for the years to come based on price, use case, and overall device size.”

Rounding out the top 5 smart connected device vendors in 2012 was Lenovo at number 3 with 6.5% share. Lenovo’s strong point is still in portable PCs where it shipped just over 30 million units in 2012. However, smartphones are a growing space for the Chinese vendor as shipments grew from 3.7 million in 2011 to 23.7 million in 2012. In the fourth position was HP with 4.8% share, however shipments of smart connected devices were down 8.5% year over year primarily for the lack of smartphone and tablet offerings. And in the fifth position was Dell with 3.2% share, down 12.9% from 2011 as it also struggles with a lack of presence in the smartphone and tablet markets.

“The fourth quarter market share numbers showed a fairly dramatic resurgence for Apple,” said Bob O’Donnell, program vice president, Clients and Displays, in a statement. “After falling well behind Samsung early in 2012, Apple came roaring back in final quarter of the year thanks to its latest hits – the iPhone 5 and the iPad Mini – and reduced the market share gap to less than a single percentage point. The question moving forward will be whether or not Apple can maintain its hit parade against the juggernaut of Samsung.”

Top 5 Smart Connected Device Vendors, Shipments, and Market Share, Q4 2012 (shipments in millions)
IDC: Top 5 Smart Connected Device Vendors, Shipments, and Market Share, Q4 2012 (shipments in millions)
Source: IDC Worldwide Quarterly Smart Connected Device Tracker, February 20, 2013.

Top 5 Smart Connected Device Vendors, Shipments, and Market Share, 2012 (shipments in millions)
IDC: Top 5 Smart Connected Device Vendors, Shipments, and Market Share, 2012 (shipments in millions)
Source: IDC Worldwide Quarterly Smart Connected Device Tracker, February 20, 2013.

Smart Connected Device Market by Product Category, Shipments, Market Share, 2012 (shipments in millions)
IDC: Smart Connected Device Market by Product Category, Shipments, Market Share, 2012 (shipments in millions)
Source: IDC Worldwide Quarterly Smart Connected Device Tracker, February 20, 2013.

Source: International Data Corporation

4 Comments

  1. LARGEST COMPUTER MAKERS WHEN SMARTPHONES & TABLETS INCLUDED
    Rank (was) . . Brand . . . . . . Units 2012 . . Market Share 2012
    1 (1) . . . . . . . Apple . . . . . . 272 M . . . . . 22%
    2 (2) . . . . . . . Samsung . . . 249 M . . . . . 20%
    3 (6) . . . . . . . Lenovo . . . . . . 77 M . . . . . . 6%
    4 (4) . . . . . . . HP . . . . . . . . 59 M . . . . . . 5%
    5 (-) . . . . . . . Huawei . . . . . . 55 M . . . . . . 4%
    6 (7) . . . . . . . Dell . . . . . . . . 38 M . . . . . . 3%
    7 (10) . . . . . . Sony . . . . . . . 37 M . . . . . . 3%
    8 (9) . . . . . . . Acer . . . . . . . 36 M . . . . . . 3%
    9 (3) . . . . . . . Nokia . . . . . . . 35 M . . . . . . 3%
    10 (-) . . . . . . ZTE . . . . . . . . 35 M . . . . . . 3%
    . . . . . . . . . . Others . . . . . 331 M . . . . . 27%
    TOTAL . . . . . . . . . . . . . . 1,224 M

    LARGEST OPERATING SYSTEMS OF COMPUTERS WHEN SMARTPHONES & TABLETS INCLUDED
    Rank . . . . . Brand . . . . . . Units 2012 . . Market Share 2012 . . Market Share 2011
    1 (2) . . . . . Android . . . . . 462 M . . . . . . 38% . . . . . . . . . . . . 23%
    1 (1) . . . . . Windows . . . . 296 M . . . . . . 24% . . . . . . . . . . . . 31%
    3 (3) . . . . . iOS . . . . . . . . 272 M . . . . . . 22% . . . . . . . . . . . . 21%
    4 (5) . . . . . Blackberry . . . . 34 M . . . . . . . 3% . . . . . . . . . . . . 6%
    5 (4) . . . . . Symbian . . . . . 19 M . . . . . . . 2% . . . . . . . . . . . . 9%
    . . . . . . . . . Others . . . . . . 141 M . . . . . . 12%
    TOTAL . . . . . . . . . . . . . 1,224 M

    http://communities-dominate.blogs.com/brands/2013/02/worlds-biggest-computer-makers-when-pcs-tablets-and-smartphones-are-included.html

  2. Anyone propping up the data? If Apple is far behind in 2012 and “Apple came roaring back in final quarter of the year thanks to its latest hits – the iPhone 5 and the iPad Mini – and reduced the market share gap to less than a single percentage point.” Then in the final quarter (and now) Apple is much higher than Samsung.

    Apple is NOW the leader. However, Samsung can start doing what RIMM did and do a buy 1 get 1 (or as many as you will take for FREE) move to keep their numbers up. Profits? It is all about market share (until you have to close the doors like RIMM and Dell).

  3. At Costco they are selling Samsung TV’s with hefty discounts and including one their tablets with selected models to boot. Gotta keep giving away their stuff to get the market share title, which equals small gross margins. If Apple did this the price of the stock would be below their cash…..

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