A/NZ tablets market jumps 147 per cent

Competitively-priced Android and Windows devices to steal market share from Apple

The Australian and New Zealand (A/NZ) tablets market registered a 147 per cent year-on-year growth in the first quarter of 2013, bringing it to 1.14 million units, according to analyst firm, IDC.

This was the result of a jump in demand for smaller, cheaper Android, and to a lesser extend Windows, tablets.

“Users now have better access to a wide range of low to high-end tablets as well as different operating systems compared to last year,” IDC A/NZ infrastructure research group associate market analyst, Suzanne Tai, said.

“In 2012, a user would usually choose between an Apple iPad or Samsung Galaxy Tab, but now, a year later, brands like Asus, Acer, and Microsoft would also appear on the user’s radar.”

Whitebox tablets – those non-branded OEM products – are also picked up, driven with heavy promotions by the likes of Aldi, Harvey Norman, K-Mart, and Warehouse Stationary.

IDC forecasts the tablets market to grow 46 per cent in 2013 over 2012 as a result of the introduction of new tablets, increasing commercial uptake of tablets, increasing demand as a result of price drops, and PC ‘cannibalisation’.

IDC also predicts the uptake of Android and Windows tablets stealing market share from iOS devices.

In addition, price competition will increase particularly among the big names, such as HP, Asus, and Acer, as they attempt to combat the threat of the whitebox market.