Linked by Thom Holwerda on Fri 26th Jul 2013 16:56 UTC
In the News "According to the CONTEXT data, Android tablets now account for 61.2 percent of the Western European tablet market, more than double the 25.1 percent recorded the same time last year. Apple iOS devices, meanwhile, fell to 37.2 percent of Western European tablet market sales by distribution, from 71.2 percent at the same time last year." This is nothing short of a catastrophic collapse of iPad market share in Europe. Furthermore, "This analysis also screens out the effect of Windows 8, credited in some quarters with helping to drive increased tablet market share and cut into Apple’s tablet lead, but in fact with little to no impact, according to CONTEXT." And yes, Windows 8 on tablets is a dud.
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Something seems a bit off...
by Tony Swash on Fri 26th Jul 2013 19:01 UTC
Tony Swash
Member since:
2009-08-22

There seems to be some conflicting data here.

The Context report, which is based on gleaning information from a survey of sales channel vendors, says Android’s share of the slate tablet market more than doubled in H1/2013 (61.2%) compared to a year ago (25.1%). Meanwhile Apple’s iOS share of slate tablets sales through distribution fell from 71.2% in H1/2012 to 37.2% in the first half of this year. That's a pretty big change. It is not clear what is the volume or quality of the the raw data that this claim is based on (it's also not clear if Apple retail sent any data to Context for inclusion in their survey although I doubt it).

Compare that figure to the Adobe Dig­i­tal Index 2013 State of Mobile Benchmark Report, released on April 23rd, which analyses 150 billion visits to 1,500+ web­sites to provide an overview of how consumers are using mobile devices worldwide. The summary report is here:

http://blogs.adobe.com/digitalmarketing/digital-index/samsung-smart...

The Adobe report includes this chart of tablet share of visits which includes the following figures for three large European markets (one of which, the UK, the Context reports claims is the fastest growing national tablet market in Europe with year on year growth of 389%),

http://blogs.adobe.com/digitalmarketing/wp-content/uploads/2013/04/...

The chart shows the following web usage by tablet OS

UK
iPad 84%
Android 14%

Germany
iPad 82%
Android 18%

France
iPad 77%
Android 22%

The Adobe figures are not an outlier. Many similar surveys of web usage by tablet platform find very similar patterns. For example the E-commerce Monetate 2013 Quarterly report (June) based on 500 million visits amongst their clients who include Ecommerce brands such as Best Buy, Frontier Airlines, Aeropostale, The Sports Authority, and PETCO, finds the iPad taking 89% of the tablet share.

http://www.smartinsights.com/mobile-marketing/mobile-marketing-anal...

Similarly the recent (July 2013) Chikita study on the tablet market showed Apple iPad users’ share of U.S. and Canadian tablet Web traffic has increased by nearly two percentage points, from 82.4% in May 2013, to 84.3% in June 2013. To determine the distribution of Web usage among tablet devices for the month of June 2013, Chitika Insights sampled tens of millions of U.S. and Canadian tablet online ad impressions running through the Chitika Ad Network.

http://chitika.com/insights/2013/june-tablet-update

So there is some sort of disconnect between what the Context report claims and all the other surveys of actual tablet usage by platform shows. And all the other reports are producing remarkably similar figures.

There are number of possibilities. One is that all the reports are right and Android tablet users are just not using their tablets to surf the web. But given that web surfing seems to be such a core tablet use one would have to ask what are those Android tablet users actually doing with their tablets?

Alternatively the Context report could just be wrong.

Anecdotal evidence is not that good and proves nothing but I have to say travelling around London on the tube I don't see a surge of tablet use by nearly four fold and the iPad still seems the most common tablet people are using.

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