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.

Reply Score: 3

RE: Something seems a bit off...
by MOS6510 on Fri 26th Jul 2013 20:35 in reply to "Something seems a bit off..."
MOS6510 Member since:
2011-05-12

iOS users use their iOS device(s) much more, so it is possible that there are more Android devices around, but you don't see them either visually or statistically.

Reply Parent Score: 3

fatjoe Member since:
2010-01-12

*cough* Google Currents *cough*

Reply Parent Score: 3

RE: Something seems a bit off...
by fatjoe on Fri 26th Jul 2013 20:38 in reply to "Something seems a bit off..."
fatjoe Member since:
2010-01-12

Oh man, not this shit again.

You don't like the reports from sales channels, so you try to paint some alternate reality?

Reply Parent Score: 5

Tony Swash Member since:
2009-08-22

Oh man, not this shit again.

You don't like the reports from sales channels, so you try to paint some alternate reality?


It's report singular not reports plural. One report using an unknown data sample collected using largely unspecified data sampling techniques produces a report that shows a massive market shift that is not mirrored by numerous other surveys whose methodology and very big data sample sizes are transparently available. All that does not make the outlier survey showing a super rapid transformation of the table market wrong but it should make one cautious about drawing any hard or big conclusions based upon it.

The massive disparity between claimed shipments of Android tablets and actual usage is startling. It mirrors but is even more pronounced than the similar disparity between Android phone shipments and phone OS usage data. Something distinctive is happening but exactly what is not completely clear.

I think that one possible contributory factor explaining the disjunction between channel sales figures in the Context report and all the indicators of tablet usage is that a lot of people have bought cheap Android tablets, or even more likely had them bought for them, based on the price and now those tablets are gathering dust in a drawer somewhere.

But I also think that there is more to it than that.

Reply Parent Score: 1

kristoph Member since:
2006-01-01

You don't like the reports from sales channels, so you try to paint some alternate reality?


Actually all year, globally, we've all seen reports that Android accounts for 60 - 70% of tablet shipments. In theory, more Android tablets have now been shipped then iPad's.

But as early as last month there has not been a single report of Android tablet usage on the web being even marginally close to iPad usage (the difference is on the order to 10x).

Anyway, this is all pointless debate. It's great that Android is doing well. It's just there is more to this story then 'oh look Apple is dying yay!'.

Reply Parent Score: 1

RE: Something seems a bit off...
by ricegf on Fri 26th Jul 2013 22:42 in reply to "Something seems a bit off..."
ricegf Member since:
2007-04-25

That has been a consistent theme since the iPhone first shipped - Apple devices generate a LOT of web traffic.

Some anecdotal evidence. My wife uses her Kindle Fire to read endless free books, play Words with Friends and some candy game, and share family photos.

My son uses his Nexus 7 to play a LOT of games, to test Android apps, and do a little school research.

My daughter uses her Galaxy Tab to IM a host of friends, play games, and read manga and fan fics.

I use my iPad to read OS News and similar tech and news websites a lot more than I'd like to admit, and to connect to work email.

So... yeah, I think iPad users just use the web a lot, while Android users tend to use apps. It is, after all, a self-selecting sample. *shrugs*

Reply Parent Score: 3

someone Member since:
2006-01-12

Based on the software offerings on each platform, I would have predicted the exact opposite: Android users surf the web more, because they have a richer offering of browser; iPad users tend to use the apps more, since the iTMS has more apps.

But of course, user behaviours are not solely dictated by software offerings

Reply Parent Score: 1

RE: Something seems a bit off...
by lemur2 on Sat 27th Jul 2013 05:09 in reply to "Something seems a bit off..."
lemur2 Member since:
2007-02-17

The chart shows the following web usage by tablet OS


This article is about current market share ... the share of the tablets that are being sold right now between Android, iOS and others.

I quote: "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.

Web usage share is a different thing entirely ... that is more a measure of what has been sold in the past.

Edited 2013-07-27 05:12 UTC

Reply Parent Score: 3

przemo_li Member since:
2010-06-01

You mean, that you can not distinguish between:

SALE NUMBERS

and

USAGE NUMBERS

??

You sir need a quick crash course of statistics applied:

Sale numbers report how many NEW devices where sold (or delivered to shops, and then those are SHIPMENT numbers). Those numbers represent current trend, and are useful in assessing how many out of every 10 customers would choose given product. (In Europe its ~6 for Android and ~3 for iOS..)

Usage numbers, show how many persons USE given thing while doing something SPECIFIC. Internet usage show, how many use iOS to browse internet, and how many use Android to browse Internet. Those stats are useful in assessing who is your primary target right now. Who is most likely to use your service/good/whatever.


First category is used to assess current trends, second is used for assessing INSTALLED BASE (-> how many devices/users of each are out there in given region).

Reply Parent Score: 4

kristoph Member since:
2006-01-01

If the sales numbers by this analyst (or for that matter global IDC numbers) are as then Android tablets should now be almost as numerous then iPad's.

Arguably, the OS usage gap should be shrinking. In contrast, usage reports suggest that this is not the case making the sales numbers 'a bit off'.

Reply Parent Score: 1

Tony Swash Member since:
2009-08-22

What would be great is if Android device vendors just posted real audited shipment figures each quarter like Apple. It is noticeable that although Google does post device activation figures every so often it does not routinely posts actual device sales figures as part of it's quarterly financial returns. Neither does Samsung.

At the new Nexus 7 launch event two days ago Google reported it had activated 70 million Android tablets to date. Apple have sold around 160 million iPads to date (over a longer period). Android tablet sales appears to be accelerating. The trend in Apple's tablet sales will be clearer in the next holiday quarter when we can compare comparable quarters.

Reply Parent Score: 1

kristoph Member since:
2006-01-01

You sir, cannot count. If you take the sales numbers (from IDC say) over the last several years, globally, you will find there were almost as many Android tablets sold as iPad's.

So, in theory, there is now as many Android tablets out in the wild as there are iPad's.

Usage should therefore be about the same, right? But usage is not the same, iPad's are 10x more prevelant on the Web then Android tablets.

So either the sales numbers are inflated in favor of Android or the usage numbers are inflated in favor of the iPad.

Logic, it's good for you, try it.

Reply Parent Score: 2

JAlexoid Member since:
2009-05-19

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?


Yep... Like there's nothing to use a tablet for, except web surfing. Now tell me, what percentage of time spent in the tunnels the WiFi is visible? Clearly iPad users on the tube are not using iPads for web browsing... So answer this "what are those iPad tablet users actually doing with their tablets?"

PS: Thanks for reminding that London is a city with high cost of living, where iPhone/iPad/other premium product has more consumers. London also has a lot of Michelin star chefs and very expensive cars.

Reply Parent Score: 4