Global Tablet Market Continues to Drop; Vendor Landscape Evolving

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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 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. 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. As previously mentioned, share outside the top 5 continued to outgrow the market, representing 46% of total tablet shipments in 2Q15.

"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. "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."

About IDC Trackers

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad. The IDC Tracker Chart app is also available for Android Phones and Android Tablets.

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About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. To learn more about IDC, please visit www.idc.com.