Tablets: Shipments, Market Shares and Growth Rates
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VENDORS
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WORLDWIDE shipments
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Tablets (mil.)1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 20133Q 20134Q 20131Q 20142Q 2014
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Apple4.79.211.115.411.8171422.919.514.614.12616.413.3
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SamsungNA1.11.22.22.32.14.67.88.88.19.714.511.28.5
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ASUSNA0.40.70.60.60.92.43.12.723.53.92.52.3
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Lenovo0.40.80.61.52.33.42.12.4
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AmazonNANANA4.70.71.32.55.91.81.21.15.810.8
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MicrosoftNANANANANANANA0.50.90.50.91.70.80.7
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Barnes & NobleNANA0.21.40.30.20.210.20.10.10.40.10.1
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AcerNA0.60.40.40.10.40.10.10.21.41.20.91
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Other3.23.755.14.566.41814.515.714.721.215.420.2
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Total7.91518.629.920.328.330.16049.245.147.676.950.449.3
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50.449.3
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Amazon started shipping tablets in 4Q 2011
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Microsoft Surface RT shipping in Oct. 2012
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Market share1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 20133Q 20134Q 20131Q 20142Q 2014
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Apple59.4%61.5%59.7%51.6%58.1%60.2%46.6%38.1%39.6%32.4%29.6%33.8%32.5%27%
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SamsungNA7.3%6.4%7.3%11.3%7.4%15.1%13%17.9%18%20.4%18.9%22.2%17.2%
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ASUSNA2.6%3.8%2%3%3%7.8%5.1%5.5%4.4%7.4%5.1%5%4.7%
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Lenovo1.4%1.3%1.2%3.3%4.8%4.4%4.2%4.9%
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AmazonNANANA15.9%3.4%4.4%8.3%9.8%3.7%2.7%2.3%7.5%2%1.6%
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MicrosoftNANANANANANANA0.8%1.8%1.1%1.9%2.2%1.6%1.4%
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Barnes & NobleNANA1.1%4.6%1.5%0.7%0.7%1.7%0.4%0.2%0.2%0.5%0.2%0.2%
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AcerNA4.2%2.1%1.3%0.5%1.4%0.3%0.2%0.4%3.1%2.5%1.8%2%
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Other40.6%24.4%26.8%17.2%22.2%21.4%21.2%30%29.5%34.8%30.9%27.6%30.6%41%
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Total100%100%100%100%100%99.9%100%100%100%100%100%100%100%100%
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Note: Individual market shares may not match IDC numbers due to rounding
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Apple and Samsung68.8%66.2%58.9%69.4%67.6%52.7%58.8%57.5%50.3%50%52.7%54.8%44.2%
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Top 563.1%64.7%69.7%65.9%55.8%
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Non-top 536.9%35.3%30.3%34.1%44.2%
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Year over year growth1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 20133Q 20134Q 20131Q 20142Q 2014
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Apple151.3%84.3%26.2%48.1%65.3%-14.3%0.5%13.7%-15.9%-8.9%
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Samsung91.1%258.3%256.6%282.6%285.7%125.6%85.9%31.8%1.2%
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ASUS115.4%228.6%402.3%350%133.9%52.2%27.9%-3.8%15%
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Lenovo275%475%325%250%60%
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Amazon24.5%157.1%-4.2%-56%-1.7%-44.4%-33.3%
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Microsoft240%33.3%36.3%
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Barnes & Noble0%-27.7%-33.3%-50%-50%-60%-50%0%
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Acer-38.8%-25%-75%100%263.6%300%350%-33.3%
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Other40.4%64.9%115.3%250%222.2%159.6%36.6%17.8%5.5%38.5%
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Total157%88.2%86.9%100.7%142.4%59.4%36.8%28.2%3.7%11%
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3.9%3.9%
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Qtr over Qtr growth1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 20133Q 20134Q 20131Q 20142Q 2014
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Apple97%20.3%38.8%-23.6%44.4%-17.6%62.9%-14.7%-25.1%-3.4%84.4%-36.9%-18.9%
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Samsung9.2%82.3%5.1%-8.7%104.8%81.4%12.8%-8%19.8%49.5%-22.8%-24.1%
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ASUS76.3%-13.3%-1.2%42.5%169%32.6%-11.5%-25.9%75%11.4%-35.9%-8%
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Lenovo-25%150%53.3%47.8%-38.2%14.3%
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Amazon-85.2%78.9%99.7%136%-69.5%-33.3%-8.3%427.3%-82.8%-20%
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Microsoft80%-44.4%80%88.9%-52.9%-14.8%
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Barnes & Noble592%-78.3%-33.3%0%400%-80%-50%0%300%-75%0%
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Acer-36.4%0%-75%285%-22.1%-66.7%100%600%-14.3%66.7%-55%11.1%
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Other14.4%36.3%2.8%-12.5%34.4%78%67.1%-19.4%8.3%-6.4%44.2%-19.8%31.3%
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Total90.4%23.8%60.6%-32.1%39.4%23%72.4%-18%-8.3%5.5%61.6%-34.5%-2.2%
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WORLDWIDE shipments
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Tablets (mil.)1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 2013
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Android0.51.11.22.2810.727.828.2
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iOS4.79.211.115.411.8171422.919.514.6
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WindowsNA0.40.70.60.20.31.61.8
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Windows RTNANANA4.7000.20.2
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Other2.74.356.90.20.30.10.3
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Total7.91518.629.920.228.349.245.1
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Amazon started shipping tablets in 4Q 201129.9
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Microsoft Surface RT shipping in Oct. 2012
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Market share1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 2013
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Android6.3%7.3%6.4%7.3%39.6%37.8%56.5%62.5%
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iOS59.4%61.5%59.7%51.6%58.4%60.1%39.6%32.4%
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WindowsNA2.6%3.8%2%1%1.1%3.3%4%
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Windows RTNANANA15.9%0%0%0.4%0.4%
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Other34.3%28.6%26.8%23.2%1%1.1%0.2%0.7%
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Total100%100%96.8%100%100%100%100%100%
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Year over year growth1Q 20112Q 20113Q 20134Q 20111Q 20122Q 20123Q 20124Q 20121Q 20132Q 2013
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Android247.5%163.6%
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iOS65.3%-14.1%
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Windows700%500%
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Windows RTNANA
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Other-50%0%
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Total143.6%59.4%
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