TelecomTV TelecomTV
  • News
  • Videos
  • Channels
  • Events
  • Directory
  • Smart Studio
  • Surveys
  • Debates
  • Perspectives
  • DSP Leaders World Forum
  • DSP Leaders
  • Great Telco Debate
    • |
    • Follow
    • |
    • Subscribe
  • |
  • More
  • Webcasts
  • Surveys
  • Debates
  • Perspectives
  • Great Telco Debate
  • |
  • Follow TelecomTV
  • |
    • Subscribe
    • |
  • About
  • Privacy
  • Help
  • Contact
  • Follow TelecomTV
  • About
  • Privacy
  • Help
  • Contact
  • Sign In Register Subscribe
    • Subscribe
    • Sign In
    • Register
  • Search

Devices

TelecomTV TRACKER

Sourced by TelecomTV's TRACKER platform
from IDC

Devices

Australian Tablets fall by 17% for fifth straight quarter; Android overtakes iOS.

Via IDC

Nov 21, 2016

SYDNEY, Australia, November 21st, 2016 – The Australian tablet market experienced its fifth straight quarter of decline as the overall tablet market fell by 17.4% year on year (YoY) in 2016Q3. As the market reaches saturation, the only beacon of hope comes from the rise in detachables.

According to International Data Corporation (IDC), a total of 640K tablets were shipped into Australia in 2016Q3. Slate tablets, which accounted for 75% of total shipments, fell by 27.9% YoY whilst the remaining shipments of detachables grew by 50% YoY.

Having realised the opportunity in the commercial segment, traditional vendors such as Apple and Samsung are looking to maximise share in the declining market. Detachables, in the commercial segment, experienced triple digit growth of 124.2% YoY in 2016Q3.

“The rise of detachables is expected to continue as they appeal to the commercial audience and aim to act as replacements for traditional PCs” said Bilal Javed, Market Analyst at IDC Australia.

Despite the continuing slide, slate tablets still account for three quarters of total shipments in Australia mainly driven by the attractive price point and a rise in local vendors expanding into this space. The average selling price (ASP) for slate tablets fell from AU$517 in 2016Q2 to AU$433 in 2016Q3. Higher priced slate tablets are confusing consumers as they fail to justify the use-case hence vendors are dropping ASPs. The low priced slates continue to appeal to the consumer segment as they serve the basic purpose.

For the first time in Australia, Android has overtaken iOS as the most popular operating system (OS) for tablets. In 2016Q3, Android secured 45.3% of the market followed by iOS at 39.3% and Windows at 15.5%. “As slate tablets still dominate shipments, this change in power is driven mainly either through low priced Android tablets such as the Tab A series from Lenovo or LTE enabled tablets such as the Galaxy Tab A series from Samsung” added Bilal. Whilst Android and iOS declined YoY, Windows continued to grow at a healthy rate of 10.7% YoY riding on the momentum gained in the detachables category.

Apple, even as the gap narrowed, continued to lead the way with 39.3% of market share in 2016Q3 as compared to 53.1% in 2016Q2 with their iPad Air 2 range remaining popular and iPad Pro iterations started to build momentum. Samsung consolidated their second spot with 30.4% of market share as their refreshed tablet line up hit the stores. Microsoft grabbed third spot with just under 11.3% as they continued to gain traction and deploy devices in the commercial segment. Lenovo experienced a healthy quarter with 11.2% and HP with 0.9% make the top 5 in Australia for 2016Q3.

The decline is expected to continue for the next 2 quarters, however the impact will not be as severe from 2017 onwards as IDC expects detachables to fuel growth and cross over 1m units by 2019.

ichart|549|537|

Related Topics
  • 6G R&I,
  • Asia-Pacific,
  • Device Software & Apps,
  • Devices,
  • Digital Platforms & Services,
  • IDC,
  • News,
  • Research and Trials,
  • Tracker

More Like This

Digital Platforms & Services

Google Glass returns to help with the lockdown

Oct 15, 2020

Digital Platforms & Services

UK adults purchased up to 21 million new digital devices during lockdown

Aug 25, 2020

Coronavirus

Lenovo is booming: Strong growth overcomes challenging global environment

Aug 13, 2020

Coronavirus

Remote working leads to record buying of notebooks by enterprises in 2Q20, reports IDC India

Aug 13, 2020

Digital Platforms & Services

Intel Launches Expanded Initiative to Help Underserved Students, School Districts Overcome COVID-19 Barriers

Aug 12, 2020

This content extract was originally sourced from an external website (IDC) and is the copyright of the external website owner. TelecomTV is not responsible for the content of external websites. Legal Notices

Email Newsletters

Stay up to date with the latest industry developments: sign up to receive TelecomTV's top news and videos plus exclusive subscriber-only content direct to your inbox – including our daily news briefing and weekly wrap.

Subscribe

Top Picks

Highlights of our content from across TelecomTV today

1:4:29

Great Telco Debate: Live Debate – Day 2 (On-demand)

1:18:20

Great Telco Debate: Live Debate – Day 3 (On-demand)

43:08

Developing an ecosystem for vRAN

1:5:11

Great Telco Debate: Live Debate – Day 1 (On-demand)

  • TelecomTV
  • Decisive Media

TelecomTV is produced by the team at Decisive Media

Menu
  • News
  • Videos
  • Channels
  • Directory
  • Smart Studio
 
  • Surveys
  • Debates
  • Perspectives
  • Events
  • About Us
Our Brands
  • TelecomTV Tracker
  • TelecomTV Perspectives
  • DSP Leaders
  • DSP Leaders World Forum
  • The Great Telco Debate
Get In Touch
[email protected]
+44 (0) 207 448 1070

Request a Media Pack

Follow
  • © Decisive Media Limited 2021. All rights reserved. All brands and products are the trademarks of their respective holder(s).
  • Privacy
  • Terms
  • Legal Notices