Worldwide tablet and 2-in-1 devices shipments fell 5.9 percent to 47.1 million in Q1 2015, said IDC. Both Apple and Samsung dropped their market share.
Apple shipped 12.6 million iPads in the first quarter, capturing 26.8 percent of the market. Its share declined 22.9 percent when compared to Q1 2014.
Samsung with 19.1 percent share maintained its second place in the market despite a 16.5 percent decline in shipments.
Lenovo with 5.3 percent share, Asus with 3.8 percent and LG with 3.1 percent are the other top 5 players. LG’s growth was notable as it continues to benefit from US carriers’ strategy to bundle connected tablets with existing customers, said IDC.
Jitesh Ubrani, senior research analyst, Worldwide Quarterly Tablet Tracker, said: “While 2-in-1, or detachables, still account for a small portion of the overall market, growth in this space has been stunning as vendors like Asus, Acer, and E-FUN have been able to offer products at a fantastic value; and vendors like Microsoft have been able to drive growth at the high end with devices like the Surface Pro 3.”
Apple’s iPads continue to suffer from the new iPhone and Mac product line. IDC expects Apple to record negative growth until the iPad portfolio is significantly refreshed, either with the expected increase in screen sizes or by introducing a dedicated version of iOS for its tablet lineup.
Samsung managed to maintain its position despite a significant decline in shipment volumes. The market shift to connected tablets will likely benefit the Korean vendor as they can and should leverage their mobile expertise and carrier relationships.
Lenovo is one of the few tablet vendors that continues to grow in a declining market.
Asus’ new Transformer lineup — launched in mid-February – is leading to less-than-expected growth in the first quarter. In emerging markets, Asus’ Fonepad 7 continues to gain traction as the demand for voice capabilities grows in emerging regions.
Since returning to the tablet business in late 2013, LG has been able to leverage its relationship with local telecoms, garnering 10 percent growth in a market that declined 38 percent and capturing a spot in the Top 5.
