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The tablet market does not lift its head


The tablet market does not lift its head

Written by

July 30, 2015

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The tablet market continues its pilgrimage through a desert that is drying up the sales of almost all manufacturers. In the second quarter of 2015, Total shipments worldwide have fallen 7% year-on-year, leaving the figure at 44.7 million tablets sold according to the analyst firm International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. In the following lines we analyze the evolution of the most important brands, because there are significant changes, not so much in the positions that are maintained, but in the distribution.

As it points Jitesh Ubrani, Senior Research Analyst, "The longer life cycles and more competition from other categories such as large smartphones (phablets), combined with the fact that end users can install the latest versions of operating systems on their old tablets, has quenched the initial enthusiasm for these devices in the consumer market ”. It also affects, and much, the lack of innovation in the hardware.

The diagnosis is clear, and virtually all experts agree. There is also more or less consensus on what the future will hold, Ubrani believes that "More recent products such as 2-in-1 and productivity-centric features such as some of the novelties of iOS 9, sellers must be able to give new vitality to a market that has lost its momentum". But this third change implies implicit changes in the market structure, explains Jean Philippe Bouchard, research director of IDC for Tablets: "Beyond the fall, we are seeing a profound change in the landscape of manufacturers, with Apple and Samsung, losing share in the global market"

Top 5 sellers tablets second quarter 2015

The leaders, less and less prominent

This brings us to the first conclusion: Apple and Samsung, which continue to lead the market with shares of 24.5% (10.9 million units) and 17% (7.6 million) they have less and less weight, it is not a punctual situation but a trend that has been maintained in recent months. In the third position remains entrenched Lenovo with 5.7% and 2.5 million of units sold. In fourth and fifth position we find a statistical tie to LG and Huawei, two upward companies that this quarter have been made with 3.6% and 3.7% of the market share (1.6 million devices).

Among the members of top5 reach 54% of sales, 4 percentage points less than in the first quarter, and not long ago, only Apple and Samsung touched 50%. This means that the rest of manufacturers are stomping behind, brands like E FUN which returns to the top10 thanks to the improvement of its economic 2-in-1 models.

Source: IDC