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API Journal Authors: David Dodd, Pat Romanski, Jason Bloomberg, Liz McMillan, Elizabeth White

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IDC Raises Tablet Forecast for 2012 and Beyond As iOS Picks Up Steam, Android Gains Traction, and Windows Finally Enters the Market

A strong competitive landscape—including surging Android tablet shipments and robust demand for Apple's new iPad mini—has led International Data Corporation (IDC) to increase its 2012 forecast for the worldwide tablet market to 122.3 million, up from its previous forecast of 117.1 million units. In the latest forecast update of the Worldwide Quarterly Tablet Tracker, IDC also raised its 2013 forecast number to 172.4 million units, up from 165.9 million units. And by 2016 worldwide shipments should reach 282.7 million units, up from a previous forecast of 261.4 million units.

"Tablets continue to captivate consumers, and as the market shifts toward smaller, more mobile screen sizes and lower prices points, we expect demand to accelerate in the fourth quarter and beyond," said Tom Mainelli, research director, Tablets at IDC. "Android tablets are gaining traction in the market thanks to solid products from Google, Amazon, Samsung, and others. And Apple's November iPad mini launch, along with its surprise refresh of the full-sized iPad, positions the company well for a strong holiday season."

In addition to increasing the unit totals for 2013, IDC also updated its operating system splits for the year to reflect Android's growing strength in the tablet market. IDC now expects Android's worldwide tablet share to increase from 39.8% in 2011 to 42.7% for the full year of 2012. During that same time Apple's share will slip from 56.3% in 2011 to 53.8% in 2012. Long term, IDC predicts Windows-based tablets (including Windows 8 and Windows RT) will grab share from both iOS and Android, growing from 1% of the market in 2011 to 2.9% in 2012, on its way to 10.2% in 2016.

"The breadth and depth of Android has taken full effect on the tablet market as it has for the smartphone space," said Ryan Reith, program manager for IDC's Mobile Device Trackers. "Android tablet shipments will certainly act as the catalyst for growth in the low-cost segment in emerging markets given the platform's low barrier to entry on manufacturing. At the same time, top-tier companies like Samsung, Lenovo, and ASUS are all launching Android tablets with comparable to premium products, but offered at much lower price points."

Once again, IDC's increase in tablet shipments comes at the expense of eReaders. IDC once again lowered its forecast for eReaders for 2012 and beyond. While the front-lit eReader offerings from Amazon and Barnes & Noble have captured the interest of a subset of consumers who prefer a dedicated eReader, most buyers are gravitating toward multi-use tablet products and finding a 'good enough' reading experience on these traditional back-lit tablets. IDC now expects 2012 eReader shipments to top out at 19.9 million units, down from the 27.7 million units that shipped in 2011.

Tablet Operating Systems, Market Share Forecast and CAGR 2012-2016

Tablet OS

      2012 Market Share       2016 Market Share       CAGR 2012 - 2016 (%)
iOS       53.8%       49.7%       20.9%
Android       42.7%       39.7%       21.0%
Windows       2.9%       10.3%       69.2%
Other       0.6%       0.3%       7.7%
Grand Total       100.0%       100.0%       23.3%

Source: IDC Worldwide Quarterly Tablet Tracker, December 5, 2012

Table Notes:

  • Windows shipments include Windows RT, Windows 8, and Windows 7 tablets.
  • Shipments include shipments to distribution channels or end users. OEM sales are counted under the vendor/brand under which they are sold.

In addition to the table above, a graphic illustrating the relative market shares of the top 3 tablet operating systems in 2011, 2012, and 2016 is available at The chart is intended for public use in online news articles and social media. Instructions on how to embed this graphic can be found by viewing this press release on

About IDC Trackers

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 48 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting

All product and company names may be trademarks or registered trademarks of their respective holders.

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