Market research agency IDC said the global tablet market growth will slow down this year. ASP will decrease 3.6 percent.
IDC says tablet market, inclusive of both tablets and 2-in-1 devices, will grow 19.4 percent in 2014 against 51.6 percent in 2013.
IDC reduced the 2014 forecast by 3.6 percent from its previous projection to 260.9 million units due to slowing consumer purchases as hardware iterations slow and the installed base—particularly in mature markets—continues to grow.
In 2012, ASPs declined 18.3 percent from the previous year, and in 2013 prices dropped another -14.6 percent.
ASPs will drop 3.6 percent in 2014 because the growth of higher-priced commercial shipments and a consumer movement away from ultra-low cost products.
Tom Mainelli, program vice president, Devices & Displays, said: “In mature markets, where many buyers have purchased higher-end products from market leaders, consumers are deciding that their current tablets are good enough for the way they use them. Few are feeling compelled to upgrade the same way they did in years past, and that’s having an impact on growth rates.”
As consumer shipments slow in many markets, commercial shipments will grow as a percentage of the overall mix. Much of the tablet growth in commercial to date has been in verticals such as education. IDC expects tablets will continue to infiltrate small, medium, and large businesses around the world. This commercial growth is likely to benefit Microsoft’s Windows over time.
IDC said Android and iOS will remain dominant. Windows-based devices will capture more than a quarter of the market due to growing adoption of 2-in1s.