17% of 25 Million Tablets Shipped Go to Business in Q2

— August 27, 2012

The April to June quarter of 2012 set a new record for media tablet shipments reaching nearly 25 million units with total shipments growing 36% quarter-over-quarter (QoQ) and 77% year-over-year (YoY) according to a preliminary assessment of vendor share by market intelligence firm ABI Research.

Jeff Orr, Sr. Practice Director – Mobile Devices, Content & Applications says, “We forecast that a little over 17% of worldwide media tablet shipments in 2012 will be destined for non-consumer buyers (up from 14.6% in 2011).  Most of the business buyers are expected to be small business (specifically SOHO with employee counts up to 3) followed by education and then enterprise/verticals. In the US market, the percentages for business attach rates are typically above the world average.”

Apple Dominates
Apple iPad shipments represented nearly 69% of worldwide volumes for the period, Gains in the quarter also came from Samsung (8.1%) and ASUS (4.0%), while RIM (1.0%) experienced the most significant decline. Shipments of Dell and LG ceased in the period as both companies retrench for future tablet offerings. Worldwide shipments of media tablets are expected to exceed 100 million units in 2012.

“Most impressive about Apple’s 17 million tablet shipments in 2Q 2012 was it nearly matched 2010 total worldwide shipments of 17.3 million for all vendors,” says Orr. Company representatives noted that nearly one million of its iPad2 devices were shipped to U.S. education customers during the period, which contributed to the company’s growth but also its continuing average selling price (ASP) decline. ABI Research estimates a 4% drop in ASP for the company QoQ and nearly 19% YoY.

Despite shipment restrictions imposed on Samsung, the Korean manufacturer maintained its second-place share for 2Q 2012, followed by Amazon and ASUS. New vendors and products are entering the fray during the second half of the year, including tablets from Google and Microsoft. ABI Research expects the new products to impact share — both positively from Google Nexus 7 and negatively from Microsoft’s Surface tablets — of Google’s Android OS used on most tablet models. “The tablet market is on track for 102 to 110 million shipments worldwide for full-year 2012,” adds Orr.

ABI Research’s quarterly data on tablet shipments is part of the company’s Media Tablets Research Service, which includes additional competitive analyses, vendor matrices, market data and insights.


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