This week’s featured chart continues on the line of tech devices. Last week, we featured a chart on the top smartphone brands worldwide. Here, we have the top five tablet vendors worldwide as of the end of the third quarter. As a whole, the market grew 11.5% year-over-year and 11.2% over the second quarter. Shipments reached 53.8 million units during the third quarter, which was highlighted by back-to-school promotions and the seemingly increasing appetite for connected devices in the U.S. Jean Philippe Bouchard, IDC Research Director for Tablets, notes that Verizon has been selling connected tablets at a fast pace and that other carriers are likely to replicate this strategy. RCA entered the top five, making waves in the U.S. market and worldwide rankings with a large deal linked to back-to-school promotions and channel fill ahead of Black Friday. These two elements resulted in 18.5% year-over-year growth in the U.S. compared to 11.5% worldwide.
Apple has been seeing decline for iPads, yet they still maintained the lead with 22.9% of the tablet market. Although the low-cost vendors are moving a lot of volume, Jitesh Ubrani, Senior Research Analyst for IDC’s Worldwide Quarterly Tablet Tracker, says that Apple knows it isn’t sustainable and aren’t concerned with the loss. Samsung held its number two position, shipping 9.9 million units for an 18.3% market share. It has begun to focus on markets like North America and Middle East and Africa where low-cost Asian vendors have yet to establish a foothold. Although Samsung has experience a bit of decline compared to last year, it saw 5.6% growth to maintain its position in the market. Asus came in at the number three spot with 3.5 million units and 6.5% share of the market. Their prominent offerings of Windows-based 2-in-1 devices at highly competitive prices fueled their gains. Lenovo held the number four position with 3 million units. Its strength in emerging markets has been paying off in more than 30% growth. Lenovo has also had the benefit of leveraging its brand strength in the PC business. RCA closed out the top five by shipping 2.6 million units primarily in one country, the U.S. It secured distribution deals with some of the largest retailers in the world. RCA’s low-cost devices have been driving volume and will likely be in high demand during Black Friday and the holiday season. Market share for other vendors continued to outgrow the market, representing 41.8% of total tablet shipments in the third quarter. This holiday season, we’ll have to see how the market performs compared to last year when 78.1 million units were shipped in the fourth quarter. IDC’s Press Release