Strategy Analytics: Global tablet shipments reached 51.7 million units in Q2 2013

According to the latest report released by market research firm Strategy Analytics on July 30, 2013, global tablet shipments reached 51.7 million units in the second quarter of 2013, a 43% increase from 36.1 million units in the same period last year. The global market shares of Android, iOS and Windows tablets were 67%, 28.3% and 4.5% respectively.

At the same time, market research firm NPD released a research report today, predicting that global tablet shipments will reach 364 million units in 2014.

The latest data from Strategy Analytics shows that, mainly due to its hardware partners Samsung and Amazon, Android tablets had a global market share of 67% in the second quarter, higher than last year's 51.4%, achieving a steady increase. During the same period, Apple's iOS system had a global market share of 28.3%, far lower than last year's 47.2%, mainly because Apple did not launch a new iPad in that quarter; Microsoft's Windows tablet had a global market share of 4.5%, compared to only 0.5% last year.

Peter King, head of tablet research at Strategy Analytics, said: “Apple iOS tablet shipments were 14.6 million units in the second quarter, down 14% year-on-year. Apple launched its first iPad with Retina display in the second quarter of last year, which partly explains why Apple iOS tablet shipments fell in the second quarter of this year. However, the situation will improve in the third quarter. Apple did not launch the iPad Mini in the third quarter of last year, but it can be given away for free in the third quarter of this year (of course with conditions attached), so iOS tablet shipments are expected to exceed 14.6 million units in the third quarter.”

As for Microsoft, Strategy Analytics expects Windows tablet shipments to rise in the third quarter, thanks to price cuts by the company's partners and a $150 price cut on the Surface RT tablet. However, there is still a shortage of apps for Windows tablets due to a lack of developer motivation.

When Windows tablets are not a big threat, Android tablets will certainly gradually replace iOS tablets, just like their smartphones. But on the other hand, it is difficult to determine future trends based on one quarter's data, especially in a relatively new market like tablets.

In addition, market research firm NPD released forecast data today indicating that global tablet shipments will reach nearly 364 million units in 2014, twice the 177 million units expected to be shipped worldwide for notebooks and Ultrabooks in the same period. NPD predicts that global tablet shipments will reach 589 million units by 2017, while global shipments of notebooks and Ultrabooks will remain relatively flat at around 176 million units.

This forecast is not surprising. NPD said that the growth in tablet shipments is mainly due to the increasing popularity of tablets in emerging markets, which in turn benefited from lower prices, longer battery life, and "more convenient usage models" of tablets.

"The PC market is clearly shifting from notebooks to tablets," said NPD analyst Richard Shim. "Supply chain signs show that some companies are reducing previously planned notebook production due to lower market demand and the fact that these companies are gradually increasing the number of tablet models in their product portfolios. Panel and finished product suppliers are also increasing production of panels and other components for tablets to keep up with market changes."