In the fourth quarter of 2014, tablet vendors shipped 2.5 million units less than the previous holiday season. This data visualization covers distribution channels of vendor store, direct, retail, e-tailer, telco channel, and other reseller channel for both consumer and commercial customer segments.

In the fourth quarter, Apple took a decisive lead in the tablet market. In the third quarter of 2013, it appeared that Samsung, Lenovo, and ASUS were starting to make some headway in market share, downgrading Apple’s market share to 22.1%, it’s lowest number over the past year.

From the fourth quarter of 2013 to the third quarter of 2014, Apple experienced a steady decline in tablet sales. Apple closed the fourth quarter of 2013 by shipping 26 million units. That number dropped down to 12.3 million units by the end of the the third in 2014. With the past holiday season, Apple shipped 21.3 million units. However, that number is 17.7% lower than the fourth quarter for the previous year.

Overall, the second quarter for 2014 recorded the lowest number of units shipped at 47.6 million units. All other quarters recorded at least 50 million shipped units with both holiday seasons shipping at least 76 million units.

Of the top five tablet vendors, Lenovo was the only one to see a larger shipment in the fourth quarter of 2014 than in the fourth quarter of 2013. Meanwhile, Apple and Amazon were the only vendors that increased market share in the past quarter, with Apple making the biggest jump of almost 6.1%.

It does appear that consumers are exploring other options outside of the top five vendors. During the 2013 holiday season, all of the vendors outside of the top five combined held 32.9% market share. This past holiday season, they took 46.3% of the market, almost a 13.4% increase. These vendors shipped 35.2 million units last quarter, which was 8.4 million units more than any quarter for them in the past year.