The worldwide tablet market declined -7.0% year over year in the second quarter of 2015 (2Q15) with shipments totaling 44.7 million units according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Marked by little hardware innovation and limited vendor portfolio updates, the market also declined -3.9% compared to the first quarter of 2015.
“Beyond the decline, we’re seeing a profound shift in the vendor landscape as the top two vendors, Apple and Samsung, lose share in the overall market,” said Jean Philippe Bouchard, IDC Research Director for Tablets, in a statement. “In the first quarter of the year, Apple and Samsung accounted for 45% of the market and this quarter, with the growth of vendors like LG, Huawei, and E FUN, their combined share dropped to 41%. Each of the growing vendors managed to address available pockets of growth in the market; connected tablets for LG and Huawei, larger tablets and 2-in-1s in the right price bands for E FUN. This trend is also something we see on a wider scale with the top 5 vendors accounting for 54% of the market, down from 58% last quarter. It is worth mentioning that Huawei enters the top 5 ranking for the first time, while E FUN has re-entered the top 10 after more than a year, further indicating that the vendor landscape is indeed evolving.”
Despite a continued decline in shipments for its iPad product line, Apple maintained its lead in the worldwide tablet market, shipping 10.9 million units in the second quarter and 24.5% market share in 2Q15. Samsung held its number 2 position in the market with 7.6 million units shipped and 17.0% market share in 2Q15. Lenovo maintained its third position with 2.5 million units and 5.7% share of the market. LG and Huawei ended the quarter in a statistical tie for fourth place, rounding out the top 5 with each shipping 1.6 million devices. IDC declares a statistical tie in the worldwide tablet market when there is less than 0.1% difference in the market share (based on shipments) of two or more vendors.
“Longer life cycles, increased competition from other categories such as larger smartphones, combined with the fact that end users can install the latest operating systems on their older tablets has stifled the initial enthusiasm for these devices in the consumer market,” said Jitesh Ubrani, Senior Research Analyst, Worldwide Mobile Device Trackers, in a statement. “But with newer form factors like 2-in-1s, and added productivity-enabling features like those highlighted in iOS9, vendors should be able to bring new vitality to a market that has lost its momentum.”
Source: IDC Worldwide Quarterly Tablet Tracker, July 29, 2015
MacDailyNews Take: The #1 reason why iPad sales have been treading water is because Apple builds iPads so damn well. Apple iPads last for years and years. We’ve handed down gen-1 iPads to pre-schoolers, years ago, and they’re still working just fine! Thrown around, walked on, dripped on, you name it – the iPad just keeps on ticking. The upgrade cycle for iPads is simply not going to match the cycle for subsidized phones on two-year contracts.
With iOS 9 multitasking and new hardware, we foresee an iPad upgrade cycle of significance happening this holiday shopping season.