Market Stats

Mobile Devices Distracting from TVs

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According to Nielsen, the use of tablets and smartphones while watching TV is becoming increasingly common, especially among viewers based in the UK.

tv tablet smartphoneNielsen held a Q4 2011 survey tracking behavior patterns in the UK, Germany, Italy and the US.

The analyst says 80% of tablet and 78% of smartphone owners in the UK use their devices while watching TV at least once during a 30-day testing period-- with 24% using their devices several times a day.

On the other hand German and Italian TV viewing is more serious business-- 29% of participants in both countries never dual-view tablets and TVs together. The same goes for 35% of Germans and 34% of Italians when it comes to smartphones.

The final revelation on viewers in the USA being easily distracted might not be too much of a surprise... 88% of American tablet and 86% of smartphone owners prefer to multi-task (at least once during the 30-day period).

In all participant countries, the most frequent mobile device activity is checking emails during either advert breaks or shows. Nielsen says device users also "engage with content relate to the TV," checking show- or advert-related information.

Either way, it is heartening to know Europeans have (relatively) longer attention spans than Americans do, right?

Go Double-Vision: Global Trends in Tablet and Smartphone Use While Watching TV (Nielsen)

Cheap and Cheerful to Dominate the Tablet Market?

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The iPad might rule the tablet market, but the situation might change soon enough-- ABI Research predicts low cost (sub-$400) tablets will take over 60% of the market by 2016, while the over $400 segment shrinks.

iPad Kindle FireThe tablet market remains a booming segment 3 years after its general birth. Tablet models currently on sale total over 220 models ABI says, with the majority having sub-$400 price points.

Display sizes are also set to change-- while tablets with wide aspect displays (9" and over) account for 75% of total 2011 tablet shipments (mostly due to iPad 2 shipments) the analyst expects smaller (7-9") models to gain more ground in the future. How come? Customers preferring the more portable option, mainly.

ABI says eReaders will also remain relatively strong. The market offers over 30 different models from major vendors, while 2011 growth totals 33% Y-o-Y (with 2012 Y-o-Y growth to reach 20%). However the slow pace of digitisation of local content will continue holding both eReader and tablet adoption back in key emerging markets.

Go Apple Will Maintain Tablet Market Dominance in the Short Term, Low Cost Segment to Take 60% by 2016 (ABI Research)

IDC: Androids to Outpace iPads by 2015

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The WW tablet market is seeing "stronger-than-expected" growth across many regions IDC reports, with global Q4 2011 shipments reaching 28.2M units with 155% Y-o-Y growth. Shipments for the whole year total 68.7M.

As a result, IDC revises 2012 shipments forecasts from 87.7M to 106.1M units.

IDC Tablet chart

According to the analyst, Android makes strong gains in Q4 2011, thanks to low-cost offerings such as the Amazon Kindle Fire--- Android market share reaches 44.6%, up from 32.3% in Q3. On the other hand, the iOS grip on the market slips from 61.6% in Q3 to 54.7% for Q4 2011.

"...[T]he sheer number of vendors shipping low-priced, Android-based tablets means that Google's OS will overtake Apple's in terms of worldwide market share by 2015," IDC predicts.

When it comes to other operating systems, Blackberry Q4 2011 share is down to 0.7% (from 1.1% in Q3), while WebOS drops from 5% in Q3 to a zero.

Also showing surprising growth are ePaper-based eReaders-- with Q4 2011 shipments reaching 10.7M units with 64.3% Y-o-Y growth. IDC expects such growth to continue in 2012, especially as major players Amazon, Barnes & Noble and Kobo continue expanding towards more international markets.

go IDC WW Quarterly Tablet and eReader Tracker

Apple to Take Lost Market Share Back

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IHS iSuppli predicts the 3rd generation iPad will lead to Apple retaking at least some of the global tablet market share the company lost to the Android-based competition during Q4 2011.

lots of iPadsAs a result the analyst says Apple 2012 WW tablet market share will total 61%-- up from 57% in Q4 2011, if slightly down from 62% in 2011. Apple should continue holding majority in the tablet market until 2014, when it will hold 52% share.

The total tablet market will also continue growing-- iSuppli says WW 2012 shipments are to total 124M units, growing by 90% Y-o-Y from 65M in 2011. The market should slow down in the coming years, but shipments will reach 311M by 2016.

However the market appears to be splitting into 2 halves, with the iPad on one side and the low-cost Android competition headed by the Amazon Kindle Fire. Apple has 74% of total Q4 2011 tablet market revenues, while Android tablets revenues are down by -41% Y-o-Y.

Further competition should come from Windows 8, although the OS will only appear on ARM processors sometime on 2013-- meaning Apple will continue holding on the majority of the market until 2014.

Go IHS iSuppli Tablet Market Report

Gartner: iPhone "Saved" W. European Smartphone Market

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A spike in Q4 2011 iPhone sales (due to the iPhone 4S launch) "saved" an otherwise slow W. European smartphone market, Gartner says-- while other vendors such as Nokia, Sony Ericsson and RIM show "disappointing" results.

On a global level, Q4 2011 smartphone sales to end users total 149M units with Y-o-Y growth reaching 47.3%. Smartphone sales for 2011 reach 472M units (up by 58% Y-o-Y) accounting for 31% of the total mobile device market.

Gartner Mobile Market

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