Taipei, Friday, August 22, 2014 09:19 (GMT+8)
partly cloudy
Taipei
30°C
Trends and shipment forecast for 2H 2012 tablet market
James Wang, DIGITIMES Research, Taipei [Friday 3 August 2012]
Registration required (free) to purchase. Please sign in if you wish to continue.
In the second half of 2012, poor global economic growth is having a more significant impact on the global market for branded tablets than had previously been anticipated. Digitimes Research therefore remains conservative about the prospects for the period, with half-year shipments projected to reach 49.18 million units and whole-year shipments being revised downward to 88.69 million units. Apple, the Google-Asus Nexus 7, Amazon and Microsoft are expected to account for more than 76% of the market and will reach 38.5 million units.
Abstract
Global tablet shipment forecasts for major brands, 1H10-2H12 (m units)

In the second half of 2012, poor global economic growth is having a more significant impact on the global market for branded tablets than had previously been anticipated. Digitimes Research therefore remains conservative about the prospects for the period, with half-year shipments projected to reach 49.18 million units and whole-year shipments being revised downward to 88.69 million units; the ratio of shipments between the first and second halves of the year is estimated to be 45:55.

The ranks of competitors in the tablet market will see enormous changes in 2012. Where the market formerly consisted mainly of mobile phone and PC vendors versus Apple, the situation is evolving so that four major players will fight for the spoils: Amazon, Google, Microsoft and Apple. This battle among industry giants will be the key to the development of the industry over the second half of 2012.

Shipments of 12 million iPad 2 tablets in the first half of 2012 and the launch of the Google-Asus Nexus 7 in the third quarter have had a significant impact on other tablet manufacturers. This will be followed by the launch of Amazon's next-generation 7-inch tablets and the Microsoft Surface, while there is also the possibility that Apple will launch a smaller iPad - likely to be dubbed the iPad Mini - and/or a refreshed version of its main 9.7-inch iPad model, hereafter referred to as the "refreshed iPad".

Digitimes Research forecasts that total shipments for the aforementioned four main players in the second half of 2012 will reach 38.5 million units, with figures for Google based on the part of Nexus 7 shipments which will be sold via Google Play, i.e. excluding the portion of Nexus 7 shipments sold through Asus' sales channels. This figure would exceed total global shipments of branded tablets during the first half of 2012 and account for some 77% of overall shipments in the period.

While Android has overtaken iOS as the largest platform in the smartphone market, it has been far less successful in the tablet sector, with OEM partners dropping out with each successive quarter, and the launch of the Kindle Fire in fourth-quarter 2011 also took a further slice of the potential opportunities for developing low-end tablets running official Android.

Figures from Digitimes Research show that shipments of branded tablets running official Android began to stagnate from the second quarter of 2011, with quarterly shipments failing to break the four-million barrier. Andy Rubin indicated in October 2011 that just six million Android tablets had been activated, highlighting the fact that sales of Android tablets from brand vendors have been far from ideal.

Table of contents
Price: NT$48,000 (approx. US$1,685)
Realtime news
  • Scientech to ramp wet-process semiconductor equipment

    Bits + chips | 11h 16min ago

  • Digitimes Research: Entry-level smartphone may help Amazon extend e-commerce reach

    Mobile + telecom | 11h 18min ago

  • Jeng Shiang sees profit margin drop nearly 13% on year in 2Q14

    Displays | Aug 21, 20:59

  • Taiwan market: Taiwan Star Cellular to kick off 4G operations

    Before Going to Press | Aug 21, 20:58

  • China may raise LED tariffs to 10%

    Before Going to Press | Aug 21, 20:50

  • Intel, CHT ink cooperation

    Before Going to Press | Aug 21, 20:46

  • TSMT expected to see NT$30 million increase in monthly profit due to delisting subsidiary RMIH

    Before Going to Press | Aug 21, 20:45

  • TSMC 2H14 foundry capacity booked up mostly for new iPhone chips

    Before Going to Press | Aug 21, 20:09

  • TDUA expects Taiwan makers to bump up OLED display development

    Before Going to Press | Aug 21, 19:50

  • China TV vendors extending promotion abroad

    Before Going to Press | Aug 21, 19:49

  • Samsung resumes supply of Mobile RAM for use in new iPhone

    Before Going to Press | Aug 21, 19:48

  • Delta Electronics to showcase DLP video wall at Integrate 2014

    Before Going to Press | Aug 21, 19:47

  • Chip makers prepare 100 million units of production capacity for new iPhone

    Before Going to Press | Aug 21, 19:46

  • Taiwan solar cell makers see rebound in orders from China

    Before Going to Press | Aug 21, 19:45

  • Foxconn sets up rental electric car joint venture in China

    Before Going to Press | Aug 21, 19:42

  • Supply chains for Apple are ramping up production for iPhone 6

    Before Going to Press | Aug 21, 19:40

  • Japan smartphone market: Competition stiff due to high barriers, says HTC executive

    Before Going to Press | Aug 21, 19:38

  • Digitimes Research: GTAT estimated to supply up to 1.35-2.25 million 5.5-inch iPhone sapphire covers in 2014

    Before Going to Press | Aug 21, 19:37

  • Digitimes Research: Demand for low-cost smartphones growing in Southeast Asia

    Before Going to Press | Aug 21, 19:36

  • Perfect Optronics cooperation with Potevio reportedly to pave way for Foxconn marketing in China

    Before Going to Press | Aug 21, 19:35

Pause
 | 
View more

Analysis of China's revised domestic semiconductor industry goals

RESEARCH EXTRAS | Jul 16, 18:09

Facing a funding shortage for local IC manufacturers, the China State Council in June 2014 published guidelines to strengthen government support for China's semiconductor industry, while stating the short-, mid-, and long-term goals for the related industry supply...

The transition to 4k TV - UHD TV market forecast, 2014-2017

RESEARCH EXTRAS | Jun 26, 13:59

Ultra HD TV vendors are facing challenges due to an overall slowdown in the TV industry and are concerned whether relative supply chains can provide compatible Ultra HD content and services. However, trends show that content makers as well as panel and chip makers...

China smartphone market and industry – 2Q 2014

CHINA SMARTPHONE | Aug 12, 17:41

A delay in the launch schedule for low-cost 4G smartphones resulted in a mere 4.8% increase in second quarter shipments in the China market. However, with telecom operators planning on increasing their subsidies in the second half of the year, demand will be...

Taiwan small- to mid-size LCD panels – 2Q 2014

TAIWAN FPD | Aug 6, 21:18

Taiwan makers' small- to medium-size panel shipments reached 351.4 million units in the second quarter of 2014, up 16.8% sequentially but down 2.8% on year.

Global tablet market – 2Q 2014

GLOBAL TABLET | Aug 1, 18:12

According to Digitimes Research, global shipment of tablets reached 55 million units in the second quarter of 2014, down 4.5% from the previous quarter and up 17.9% year over year.

DIGITIMES Research Tracker Services
Media news email alerts
Greater China touch panel shipment forecast through 2015
  • 2014 global high brightness LED market, trends and shipment forecast

    For the global LED lighting market, the market size will reach US$25.82 billion in 2014 or a market penetration rate of 23.4%. This is attributable to exponential shipment growth for light bulbs, tubes, and directional lamps.

  • Greater China touch panel shipment forecast through 2015

    This Special Report provides forecasts through 2015 for Greater China touch panel shipments with breakdowns based on technology (glass, film, resistive), application (smartphone, NB and tablet) and by firm.

  • 2014 global tablet demand forecast

    This report analyzes the main players, their strategies and shipments forecasts for 2014, as well as other factors contributing to either growth or decline in various segments within the tablet market, with a particular focus on Apple, Google, Samsung, and Microsoft, along with whitebox vendors.