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Windows 8 tablets grab 7% of shipments, Apple's iPad still controls nearly half

post #1 of 129
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Apple's iPad offerings continue to dominate the tablet segment, but tablets running Windows 8 have had a small impact, accounting for one in fourteen tablets shipped in the first quarter of 2013.

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Global tablet shipments in the first quarter of 2013 hit 40.6 million units, according to new figures from Strategy Analytics. Of those, Apple's iPad and iPad mini accounted for 19.5 million units, or 48.2 percent of the market. That figure is down from the same quarter a year ago, when the iPad had 63.1 percent of quarterly shipped units.

The difference this year: increasing competition. From Google's Nexus 7 to Samsung's Galaxy Note 8.0, the Android tablet segment has grown from 34.2 percent of shipments last year to 43.4 percent of shipments for this quarter. The three months from January through March saw 17.6 million Android tablets shipped, narrowing the shipment gap between Android and iOS quickly.

Microsoft's Windows 8 platform is also a relatively new entrant into the tablet sector. Windows 8 tablets accounted for 7.4 percent of tablet shipments last quarter, or three million units. Less than one-sixth the number of iPads shipped, the platform's sales figures are a disappointment for Microsoft, which has found itself scrambling to regroup and retool its approach to the tablet market.

Still, the company and its partners now have a foothold in the segment, one from which they will attempt to expand Windows 8's footprint. While the traditional PC market is imploding, the tablet market is flourishing, having grown 117 percent year-on-year through the first quarter.

Strategy Analytics' figures are based on shipments, and not necessarily indicative of sales through to consumers. Previous measures of web traffic show Apple's iPad leagues ahead of the competition, regardless of projected shipment numbers.
post #2 of 129
I still want to know who is actually using all those Android tablets. With phones, you could always argue people just use them as feature phones to explain the 100's of million of missing phones in use but with tablets??? That just does not make sense to me.
post #3 of 129
"Strategy Analytics' figures are based on shipments, and not necessarily indicative of sales through to consumers."

Eventually the discrepancy has to end with either non-iPads being given away at fire-sale cut-our-losses prices, or being destroyed.
post #4 of 129

It's not 3% but 3 million which is 7.4% according to the tables ?!?

 

7.4% is quite a decent effort for a newcomer

post #5 of 129
Quote:
Originally Posted by AppleInsider View Post

... shipped ..... shipments .... shipped units.... percent of shipments ... shipments .... tablets shipped.... shipment gap ..... shipments last quarter... iPads shipped.... based on shipments, and not necessarily indicative of sales through to consumers..... projected shipment......

OK. 

post #6 of 129
Oh well there goes the chance of Office being put on iOS. Maybe it's time for Apple to sort out iBooks and make it available on Windows and Android platform. That might kill off Flash once and for all.
post #7 of 129

So, they've "shipped" a lot of units, they've almost certainly sold a lot less than the figures above and that's before you add in the inevitable returns which based on the RT model alone is pretty high.

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post #8 of 129
Quote:
Originally Posted by mausz View Post

It's not 3% but 3 million which is 7.4% according to the tables ?!?

7.4% is quite a decent effort for a newcomer

1) Points for noting their percentage is much higher.

2) I agree that 7.4% is decent and 3 million licenses isn't bad, but they are by no means a newcomer. iOS and Android and the newcomers.

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post #9 of 129
Let me guess: of these "numbers", only Apple is the one with real, released numbers.
post #10 of 129
Who gives a rat's behind about shipments? Sales are what matter. Shipping and subsidizing [Microsoft] don't make sales.
post #11 of 129
post #12 of 129
3%. I guess Microsoft is now enjoying the kind of market share Apple's had in the desktop and laptop market. Oh well, I guess Microsoft is becoming less relevant. Good. It's about time.
post #13 of 129
Originally Posted by Tom Wolfer View Post
…they become an office productivity standard…

 

Why would I expect that?

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post #14 of 129
It's interesting that Android's 9% surge and Surface's 7.4 gains seem to be at iOS's -15% expense. Really wondering what to attribute that to. iPod cemented their lead by iterating so quickly. This doesn't seem to be playing out with iPad in the same way. Surprising to me, frankly.
post #15 of 129
Originally Posted by ddawson100 View Post
This doesn't seem to be playing out with iPad in the same way. Surprising to me, frankly.

 

You're absolutely joking, right? You've noticed the 90% marketshare the iPad has, yeah?

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post #16 of 129
So the web usage would be similar but they're not. Why is that?
post #17 of 129
Quote:
Originally Posted by nagromme View Post

"Strategy Analytics' figures are based on shipments, and not necessarily indicative of sales through to consumers."

Eventually the discrepancy has to end with either non-iPads being given away at fire-sale cut-our-losses prices, or being destroyed.

You're forgetting that roughly half of the WIndows Surface production was used to produce their silly commercials with hundreds of dancers. 1cool.gif
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post #18 of 129
Quote:
Originally Posted by Tom Wolfer View Post

Expect Surface tablets to do better as they become an office productivity standard at home and work:

 

http://tumbleweedmarketinganalytics.com/2012/06/20/surface-tablet-marketing-analytics-microsoft-surface-office-productivity-tablet/

 

http://tumbleweedmarketinganalytics.com/tablet-ownership-in-canada/

 

I couldn't disagree more. Nobody wants to use a tablet to create office documents. The screen and cover/keyboard offer a poor typing experience compared to today's desktops. It sounds like a good idea, but the experience will be rather cumbersome for anyone who wants to do real work. Tablets are and will remain consumption devices for the foreseeable future. It sounds like Apple has the right tack - maximize the experience. Microsoft is trying to leverage a product designed for a very different experience across its tablets. I predict a poor experience and dissatisfied users.

post #19 of 129
Quote:
Originally Posted by ddawson100 View Post

It's interesting that Android's 9% surge and Surface's 7.4 gains seem to be at iOS's -15% expense. Really wondering what to attribute that to. iPod cemented their lead by iterating so quickly. This doesn't seem to be playing out with iPad in the same way. Surprising to me, frankly.

 

I really feel the true success for the iPod was a hit from multiple angles. A) iTunes Store caught on for purchasing music from home. B) Gift Cars were an easy gift to go along with that. C) iPod prices ranged from 99 to 499, which made even the cheapest iPod obtainable to just about anyone. 

 

The iPad is too expensive for a lot of consumers. Not everyone makes enough money to justify blowing 500 on a tablet. I'm not saying Apple should lower their iPad prices or make cheaper iPads, but that definitely was a huge key to the iPod dominating that market. 

 

 

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post #20 of 129
Quote:
Originally Posted by ddawson100 View Post

It's interesting that Android's 9% surge and Surface's 7.4 gains seem to be at iOS's -15% expense. Really wondering what to attribute that to. iPod cemented their lead by iterating so quickly. This doesn't seem to be playing out with iPad in the same way. Surprising to me, frankly.

 

Iterating so quickly... The iPod was updated once a year. How is that faster than the iPad? Three models of the iPod were released before the iPod mini - after three years of being on the market. Same with the iPad.

 

It's not playing out the same way because portable digital media players are not computers - they were basically dedicated devices for listening to music, then other types of media. The computer market is a MUCH LARGER market, so everyone and their brother is throwing devices on the market especially since they can get a halfway decent OS for free.

 

Real world statistics show that the iPad is way ahead of where the iPod ever was and arrived there a lot sooner.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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post #21 of 129
Quote:
Originally Posted by extremeskater View Post

Okay honest question. Why would retailers continue to take shipments if the product was not selling? Why would a manufacture continue to put money into a product that wasn't selling? So on some level shipments have to mean something.

Channel stuffing is the business practice where a company, or a sales force within a company, inflates its sales figures by forcing more products through a distribution channel than the channel is capable of selling to the world at large. Also known as "trade loading", this can be the result of a company attempting to inflate its sales figures.


Vendor: "We'll give you a discount on our product if you commit to taking x-quantity. You can return any remaining quantity after y--time period without any financial penalty."
Retail: "Sure."

This is a pretty common tactic.

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

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post #22 of 129
Quote:
Originally Posted by emig647 View Post

I really feel the true success for the iPod was a hit from multiple angles. A) iTunes Store caught on for purchasing music from home. B) Gift Cars were an easy gift to go along with that. C) iPod prices ranged from 99 to 499, which made even the cheapest iPod obtainable to just about anyone. 

The iPad is too expensive for a lot of consumers. Not everyone makes enough money to justify blowing 500 on a tablet. I'm not saying Apple should lower their iPad prices or make cheaper iPads, but that definitely was a huge key to the iPod dominating that market. 
iPad mini is $329.
post #23 of 129
Quote:
Originally Posted by extremeskater View Post

What am I missing in this article? Where are you getting a 90%. Looks like 48.2% iOS.

 

Most people are capable of looking beyond what they're immediately told and can gather information from other sources before forming an opinion. The 90% share is roughly where most real world statistics put the iPad's usage share - that is to say, by looking at other stats, they are able to demonstrate that most visits/hits/etc. are from people using iPads.

 

But like the shipment numbers above, this is never entirely accurate. The numbers above are usually guesstimates and the real world stats for the iPad may be that iPad users are just more likely to use their iPad more often for more types of tasks.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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post #24 of 129
Quote:
Originally Posted by emig647 View Post

 

The iPad is too expensive for a lot of consumers. Not everyone makes enough money to justify blowing 500 on a tablet. I'm not saying Apple should lower their iPad prices or make cheaper iPads, but that definitely was a huge key to the iPod dominating that market. 

 

Nonsense. The iPad mini exists for that exact reason and sells tremendously well. 

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post #25 of 129
Quote:
Originally Posted by Steven N. View Post

I still want to know who is actually using all those Android tablets. With phones, you could always argue people just use them as feature phones to explain the 100's of million of missing phones in use but with tablets??? That just does not make sense to me.

It includes the Kindle Fire and Barnes and Noble Nook. The Android segment is made up of loads of devices.

Even rarely accurate Samsung shill Digitimes had stats showing Samsung at 3.9% tablet supplier shipments vs Apple at 71.6%. The article was here:

http://www.digitimes.com/news/a20130419VL202.html

but they've since hidden it for members only. Can't imagine why. There's still tablet usage stats that show a similar distribution though:

http://thenextweb.com/gadgets/2013/02/05/chitika-ipad-at-81-tablet-web-share-in-north-america-kindle-fire-grabs-7-7-and-galaxy-tablets-take-3-9/

The ebook readers have quite a large portion of the sales:

http://arstechnica.com/gadgets/2013/01/kindle-fire-nabs-33-of-android-tablet-market-nexus-7-just-8/

That may explain lower web usage as they will be bought by people primarily for reading books.

The stats in the article are sales shares too which are only measured in a given quarter, which is why 3 million represents over 7%. Android tablets are starting to pick up the pace as they are selling at little to no profit. It's the only way they're able to sell - if they were within $50 of the price of an iPad, nobody would even give them a second glance. When they are $130 or more cheaper, it's a better option to people who aren't too fussy about the quality and just want something to read a few books on. You can see that even with the vastly lower price, there's still very few people interested in any particular model.
post #26 of 129
Quote:
Originally Posted by extremeskater View Post

Okay honest question. Why would retailers continue to take shipments if the product was not selling? Why would a manufacture continue to put money into a product that wasn't selling? So on some level shipments have to mean something.
Yeah I think the whole shipped vs sold argument is bogus. No company will create a bunch of tablets if ghe don't think they can sell them. BUT most of the shipped numbers we get are not official numbers from OEM's but estimates from different analytical firms. That's also bogus. Where exactly are all these Android tablets. I go to the airport or am on a plane and never see anyone using a tablet other than iPad. In my office everyone uses an iPad. Who's buying all these android tablets?
post #27 of 129
Quote:
Originally Posted by extremeskater View Post

What am I missing in this article? Where are you getting a 90%. Looks like 48.2% iOS.

When you walk around in public, only 48.2% of the tablets you see are iPads. I'm sure you agree with that statement.

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post #28 of 129
Quote:
Originally Posted by SolipsismX View Post

Channel stuffing is the business practice where a company, or a sales force within a company, inflates its sales figures by forcing more products through a distribution channel than the channel is capable of selling to the world at large. Also known as "trade loading", this can be the result of a company attempting to inflate its sales figures.


Vendor: "We'll give you a discount on our product if you commit to taking x-quantity. You can return any remaining quantity after y--time period without any financial penalty."
Retail: "Sure."

This is a pretty common tactic.

Really? And how come Samsung managed to have a 7 billion profit by... inflating their sales figures? If they aren't selling that much how could they grow their profits? By magic maybe?

post #29 of 129
Quote:
Originally Posted by Marvin View Post

It includes the Kindle Fire and Barnes and Noble Nook. The Android segment is made up of loads of devices.

Why would it include those? They don't come with Google Play, which means they aren't Android tablets.
post #30 of 129
Quote:
Originally Posted by Rogifan View Post


Yeah I think the whole shipped vs sold argument is bogus. No company will create a bunch of tablets if ghe don't think they can sell them. BUT most of the shipped numbers we get are not official numbers from OEM's but estimates from different analytical firms. That's also bogus. Where exactly are all these Android tablets. I go to the airport or am on a plane and never see anyone using a tablet other than iPad. In my office everyone uses an iPad. Who's buying all these android tablets?


Honest question. Did you check every airports from every city around the globe? Do you think your airport, your office and your city are representative for the entire planet? Do you want to know how many ipads I saw this year in my town? One. One iPad and maybe... 5 iPhones, including mine. But every day I see everywhere a lot of Android phones. Not many Android tablets, true, but a lot of Android phones.

post #31 of 129
Quote:
Originally Posted by jragosta View Post


You're forgetting that roughly half of the WIndows Surface production was used to produce their silly commercials with hundreds of dancers. 1cool.gif

 

That, and every Microsoft employee was given a SurfaceRT. Can't have them poor shills flashing iPads all over the place. 

 

Finally 4% to 6% of the population is either certifiably nuts or a Windoz mullet-head (or both usually); that accounts for about half the shipments. 

 

This leaves about 1.5 million Surfaces languishing in dusty big-box store warehouses. 

 

I've not seen a Surface actually in the wild, but a friend of a friend is reported to have one in a box somewhere.

post #32 of 129
Both me and my brother have an Android tablet left on the bookshelf. I guess these count.
post #33 of 129
Quote:
Originally Posted by extremeskater View Post

Thanks for that link it was interesting to read. I would assume that when the distributors returns goods to the company that is conveniently not tracked or reported. It would also explain why everyone in my area that has either Charter or Comcast gets a free Kindle Fire HD. Didn't even ask for one just showed up in the mail one day thanking me for being a Charter customer.

I assume all records are tracked, they just do it at times that make the books look better or worse for public facing statements. It's really a myopic shell game since any benefit you add one quarter will be a hinderance the next.

Apple has no need to do this with their popularity. They make a retailer commit to x-amount of a y-time period, like with stories about Sprint's iPhone deal, but that's Apple having a highly desirable product that they dictate different terms to.

I would think Samsung is in the same bought for their high-end phones. With over 50 million unit sold there is no reason to think they need to go to great lengths to buoy any numbers artificially.

That said, it's still possible to conceive of any company, not matter how successful, could do it for a milestone. For instance, let's say a company's quarter is about to have a special event and they have sold 99.7 million units. They could make some special deal to get someone to commit to another 300k units just so they can legally announce they've sold 100 million units.

Bottom line is creativity doesn't just happen in the R&D departments.

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post #34 of 129
Quote:
Originally Posted by NelsonX View Post

Really? And how come Samsung managed to have a 7 billion profit by... inflating their sales figures? If they aren't selling that much how could they grow their profits? By magic maybe?

What part of my statement do you think alleges Samsung doesn't have any sell-through?

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post #35 of 129
Quote:
Originally Posted by extremeskater View Post

Okay honest question. Why would retailers continue to take shipments if the product was not selling? Why would a manufacture continue to put money into a product that wasn't selling? So on some level shipments have to mean something.
On some level it does mean something. You either eventually sell units, or you can no longer "ship" at inflated levels. Look at the play book launch... Give Microsoft a few quarters and we'll see what the numbers are...
post #36 of 129

I still haven't seen anyone swapping out the keyboard covers at a crowded park table, or sliding and throwing them around to others, or break dancing with them in hand, or pretending they're body armor, or attaching the cover while flipping in the air mid-jump, or using one...

post #37 of 129
Originally Posted by SCProfessor View Post
…I became quickly annoyed on the web. Just going back a screen got on my nerves.

 

Those three buttons at the bottom (back, home, and scroll apps) make all the difference in the world. 

 

No offense meant, but you're too stupid to figure out how to use a back button in the top left corner, but in the bottom center it makes "all the difference in the world"?

 

I don't know how that can be said any differently. I'm sorry for the frankness.

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post #38 of 129
Quote:
Originally Posted by NelsonX View Post

Really? And how come Samsung managed to have a 7 billion profit by... inflating their sales figures? If they aren't selling that much how could they grow their profits? By magic maybe?

Pretty sure Samsung makes their profit selling millions and millions of cheap plastic iPhone knock offs, not a few million tablets. The only reason I figure this is happening is yes, because of magic. 

post #39 of 129
Quote:
Originally Posted by Rogifan View Post

Yeah I think the whole shipped vs sold argument is bogus. No company will create a bunch of tablets if ghe don't think they can sell them. BUT most of the shipped numbers we get are not official numbers from OEM's but estimates from different analytical firms. That's also bogus. Where exactly are all these Android tablets. I go to the airport or am on a plane and never see anyone using a tablet other than iPad. In my office everyone uses an iPad. Who's buying all these android tablets?
Bogus? Really? How about Palm, HP, Blackberry,etc, all producing and shipping products that they later heavily discounted or wrote off completely. The roadside is littered with products like this.
post #40 of 129
Quote:
Originally Posted by SCProfessor View Post

My wife loves her iPad4. She brought it to the hospital and I became quickly annoyed on the web. Just going back a screen got on my nerves.

So I sent her back to home to get my Nexus 10. Those three buttons at the bottom (back, home, and scroll apps) make all the difference in the world. And btw, I don't think you can buy a Nexus 10 in any store.

How can hitting the left arrow be so difficult? I guess for trolls simplify is hard to understand.
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