El Table market growth has stabilized in 2013 after three years of astronomical figures in a row. The key seems to be in the slowdown of two fundamental companies in the sector: Apple and Amazon. This is clear from the shipment data in the last quarter of the year that has been obtained by an IDC study and made public through a report.
In this last quarter of the year, 76,9 million tablets worldwide. This represents a growth of 62,4% compared to the previous quarter, something normal given that we include the Christmas campaign and the presentation of the new iPad models.
If we make the comparison with the same period of the previous year, we will see that the growth is 28,2%, also very high but an increase much lower than last year's growth, which was 75,3%.
If we look at the numbers for the whole year we will see that 217,1 million tablets have been sent, compared to the 144,2 million that were sent in 2012. That is, an increase of 50,6% over the previous year. Year-on-year growth in 2012 was around 78%. In short, we are seeing a slowdown, normal for a product that has grown at a heart attack speed.
If we look at the distribution of the units shipped in the last quarter of 2013 we will see some surprises.
Top Five Tablet Vendors, Shipments, and Market Share, Fourth Quarter 2013 (Shipments in millions)
| Vendor |
4Q13 Unit Shipments |
4Q13 Market Shares |
4Q12 Unit Shipments |
4Q12 Market Shares |
Year-over-Year Growth |
| Apple Lossless Audio CODEC (ALAC), |
26.0 |
33.8% |
22.9 |
38.2% |
13.5% |
| Samsung |
14.5 |
18.8% |
7.8 |
13.0% |
85.9% |
| Amazon.com Inc. |
5.8 |
7.6% |
5.9 |
9.9% |
-1.7% |
| Asus |
3.9 |
5.1% |
3.1 |
5.1% |
25.8% |
| Lenovo |
3.4 |
4.4% |
0.8 |
1.3% |
325.0% |
| Others |
23.3 |
30.3% |
19.5 |
32.5% |
19.5% |
| Total |
76.9 |
100.0% |
60 |
100.0% |
28.2% |
Apple has reduced its market share again significantly. Its 26 million iPads account for 33,8% of the share, a reduction compared to the 38,2% represented by its 22,9 million units in 2012. Its growth has been only 13,5%.
Samsung remains second and growing year-on-year at 85,9%. This is expressed in an increase in market share to 18,8% with 14,5 million tablets sold in the period.
The third place is occupied by Amazon, you should be worried. Their sales are down year-on-year, being the only manufacturer that has had this trend among the most powerful. Its market share has clearly dropped to 7,6%.
ASUS has grown by 25,8% and maintains its market share intact. And in fifth place appears Lenovo, which has grown 325% that give it a market share of 4,4%, not inconsiderable. This growth is due to its strategy in emerging markets, where it has been able to offer very low prices thanks to its alliances with private label manufacturers in China.
Source: IDC