IHS: Amazon 2nd In Tablet Share
By TWICE Staff On Feb 28 2012 - 7:15pm
EL SEGUNDO, CALIF. –
the world’s second-largest supplier
of tablets in the fourth quarter to
replace Samsung for the No. 2 spot,
and Apple’s share fell quarter-overquarter,
The debut of Amazon’s Kindle Fire
“played a strong role in the share shift,”
particularly in the U.S. market, which
accounted for more than half of global
media tablet sales in the fourth quarter,
IHS said. But the launch of the iPhone
4S in the quarter contributed more
to the iPad’s share decline, IHS contended.
“The rollout of the iPhone 4S
in October generated intense competition
for Apple purchasers’ disposable
income, doing more to limit iPad shipment
growth than competition from the
Kindle Fire and other media tablets,”
said Rhoda Alexander, tablet and monitor
research senior manager.
During the quarter, Apple’s unit share
fell to 57 percent from the third-quarter’s
64 percent, while Amazon share hit 14
percent with shipments of 3.9 million
Fire tablets. Amazon’s tablet
was not available in the third quarter.
Barnes & Noble share also rose in the
quarter to 7 percent from the previous
quarter’s 4 percent, while Samsung
and Asus shares slipped.
For the quarter, suppliers shipped
27.1 million tablets worldwide, up from
the third quarter’s 17.4 million, putting
full-year shipments at 65.2 million.
For the full year, Apple shipped 40.5
million iPads, up 168 percent from 15.1
million in 2010, but Apple’s share nonetheless
fell to 62 percent for the year
from 87 percent in 2010, when Apple
was alone in the tablet market for most
of the year, IHS said. Samsung maintained
its second-place share for the
full year with a 9.4 percent share, followed
by Amazon’s 6 percent.
The fourth-quarter introduction of
value-priced tablets such as the Kindle
Fire and Barnes & Noble’s Nook “created
chaos” in the Android tablet market,
forcing Android suppliers to slash
pricing to get rid of inventory, IHS noted.
As a result, “the surge in non-iPad
shipments in the fourth quarter was
achieved at considerable financial cost,
with sharp price reductions across
most of the competing Android tablets
and actual product giveaways from a
number of vendors as part of promotional
efforts for other electronic products,”
Android pricing declines, combined
with Google’s planned acquisition of
Motorola Mobility, will cause suppliers
to turn Windows 8 tablets as a more
profitable alternative, added IHS, which
forecast a surge in Windows 8 and
ARM microprocessor-based tablets in
late 2012 and early 2013.
For the next version of the iPad, expected
to ship in the second quarter,
IHS expects Apple to add a QXGA retina
display with 2,048 by 1,536 pixels
and the Siri voice interface.