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Tabs Market Swells 147%, 'Droids + Windows 8 Hit iPad

By Oonagh Reidy | Wednesday | 19/06/2013

Don't look now, PC's: Tab market trebles as Androids, Windows army invade iPad territory

The tablet across Australia and NZ market enjoyed "phenomenal growth" in Q1 sales - up 147% - fuelled by soaring demand for smaller Androids from the likes of Samsung ASUS, Acer and new Windows tablets.

This "phenomenal" growth is a far cry from the crumbling PC market, which slumped 21% in Q1. 

A massive 1.14 million tabs have been sold in Austraila and New Zealand. "In 2012, a user would usually choose between an Apple iPad or a Samsung Galaxy Tab, but now, a year later, brands like ASUS, Acer, and Microsoft would also appear on the user's radar," says Suzanne Tai, IDC Analyst.

Google Android tabs have doubled their share to 36%, iPad has dropped almost 25% to 56% and Microsoft Windows (incl. Windows 7, 8 and RT) devices have swelled to 8% market share in the first quarter, year-on-year. 

"Android is growing its foothold in the marketplace, thanks to Samsung's aggressiveness with promotions and channel strategies, as well as the influx of whitebox tablets" with heavy promotions by retailers Aldi, Harvey Norman, K-Mart and Warehouse Stationery.

Tablets running Microsoft new Windows 8, such as Microsoft Surface Pro and Asus Tai Chi, are gaining traction too, says Tai, with new models and education rollouts. Surface Pro with an Intel chip went on sale here just recently. 

There's also a massive tablet battle looming, analysts predict. 

For 2013, IDC analysts predict soaring uptake of Windows and Android tabs - stealing share from the former tablet supreme leader, iPad.

"We will see more price competition within the tablets market, especially with PC giants such as HP, ASUS and Acer introducing new cheap Android tablets to compete with the whitebox market," says Tai. 

The entry of Microsoft Surface Pro into the ANZ market in May "is bound to spark fierce battles among tablet vendors".

The tablet market is expected to grow by a massive 46% this year, due to increasing business user uptake, price drops and PC cannibalisation. 

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