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Apple’s iPad Nabbed 68% of Global Tablet Shipments in Q2

iPad 2 vs Other Tablets Featured

Apple revealed in its earnings statement on Tuesday that it sold 17 million iPads during its fiscal third quarter of this year. In a report from Strategy Analytics released on Wednesday, the research firm said that the company’s iPad shipments represented 68.3% of the overall global tablet market share during the second quarter of this year. In total, tablet makers shipped 24.9 million units during the quarter, a 67% increase from the 14.9 million units that were shipped during the second quarter of last year.

In other words, Apple shipped more tablets during the fiscal third quarter than all manufacturers shipped during the second quarter of last year. That’s a pretty stunning statistic. “Apple continued to shrug off the much-hyped threat from Android and the iPad’s global tablet share is at its highest level since Q3 2010,” Peter King, director at Strategy Analytics, said.

Apple shipped 9.3 million units during the second quarter of 2011 for a 62% share, which, as we noted above, increased to 68.3% in Q2 2012. There were 4.4 million Android tablets shipped during the second quarter of last year, and that figure increased to 7.3 million units during the second quarter of 2012. Those Android figures represent a 29.3% share in Q2 2011 and a 29.3% share in Q2 2012. Meanwhile, Microsoft shipped 600,000 tablets during Q2 2011 and just 300,000 during the second quarter of this year, which represents a slide from a 4% market share to a 1.2% market share. We expect that share to increase, however, after Microsoft introduces its Surface Windows 8 and Windows RT tablets and as other manufacturers begin to release tablets with Windows 8 on board.

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Strategy Analytics: Apple iPad Captures 68 Percent Share of Global Tablet Shipments in Q2 2012

BOSTON–(BUSINESS WIRE)–According to the latest research from Strategy Analytics, global tablet shipments reached 25 million units in the second quarter of 2012. Apple rose to 68 percent global market share, its highest level for almost two years. Microsoft tablets remain niche, but attention is turning to the upcoming Windows 8 launches.

Peter King, Director at Strategy Analytics, said, “Global tablet shipments reached 24.9 million units in Q2 2012, jumping 67 percent from 14.9 million in Q2 2011. Demand for tablets among consumer, business and education users remains relatively healthy. Apple shipped a robust 17.0 million iPads worldwide and maintained its strong market leadership with 68 percent share during the second quarter of 2012. Apple continued to shrug off the much-hyped threat from Android and the iPad’s global tablet share is at its highest level since Q3 2010.”

Neil Mawston, Executive Director at Strategy Analytics, added, “Android captured 29 percent share of global tablet shipments in Q2 2012, remaining static from 29 percent a year earlier. Global Android tablet shipments grew by more than half to 7.3 million units. Despite high expectations for companies like Amazon, Samsung, Acer and Asus, the Android community has yet to make a serious dent in Apple’s dominance of the tablet market. Unspectacular hardware designs, limited uptake of cellular models and a modest number of tablet-optimized services have been among some of the main reasons for Android’s mixed performance so far.”

Other findings from the research include:

  • Global tablet shipments grew 67 percent annually in Q2 2012. Demand remained relatively healthy, although this was the industry’s slowest growth rate since the finger-driven tablet market began in Q2 2010, as shipments of some Android and Apple products moderated slightly in a volatile world economy;
  • Microsoft captured a niche 1 percent global tablet share in Q2 2012. The upcoming release of Windows 8 later this year cannot come quickly enough for Microsoft, so its hardware partners, like Dell, can start competing more effectively in the tablet space.
Exhibit 1: Global Tablet Operating System Shipments and Market Share in Q2 2012 1
Global Tablet OS Shipments (Millions of Units) Q2 ’11 Q2 ’12
Apple iOS 9.3 17.0
Android 4.4 7.3
Microsoft 0.6 0.3
Others 0.7 0.3
Total 14.9 24.9
Global Tablet OS Market Share % Q2 ’11 Q2 ’12
Apple iOS 62.0% 68.3%
Android 29.3% 29.3%
Microsoft 4.0% 1.2%
Others 4.7% 1.2%
Total 100.0% 100.0%
Total Growth Year-over-Year % N / A 66.8%

The full report, Global Tablet OS Market Share: Q2 2012, is published by the Strategy Analytics Tablet & Touchscreen (TTS) service, details of which can be found here:http://tinyurl.com/c4h7uj8.

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Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...

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