Tablet Shipments Slow Down Dramatically

Low-Cost Android Tablets Help Generate Just 1 Percent Global Growth in Q4 2014

Boston, MA – January 29th, 2015 – According to preliminary data, total Tablet shipments reached 78.3 million units in Q4 2014, up 1 percent from 77.2 million in Q4 2013. Apple further consolidated its global market share, due to anticipated seasonal shipments reaching a 27% share of the Tablet market. The Strategy Analytics Tablet & Touchscreen Strategies (TTS) service report, “Global Tablet OS Market Share: Q4 2014,” forecasts 6.6% growth for CY 2014.

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Tablet Service Director, Peter King said “Android market share slipped slightly at the expense of strong iPad seasonality and recorded a share of 66% of the Tablet market. Android branded vendors shipped 51.8 million units between them worldwide in Q4 2014, up 8% from 47.8 million a year earlier. Windows 8.1 Tablets showed an 89 percent growth rate annually, with improved sales at the high-end with products such as Microsoft Surface Pro 3, but also at the low end of the price spectrum as more Windows-based products emerge from the Chinese manufacturers.”

“Apple’s 21.4 million shipments declined 18% annually and increased 74% sequentially due to seasonality; the iPhone 6 products are putting pressure on the iPad Mini and the continued success of the Mac could be inhibiting some iPad Air 2 growth” added Eric Smith, a Senior Analyst in the Tablet Service.

Exhibit 1: Global Tablet Operating System Shipments and Market Share in Q4 2014 (preliminary)

Shipments refer to sell-in. Numbers are rounded. The definition of Tablet does not include e-book readers or convertible PCs

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