Q3 tablet shipments decline despite mobile video surge | Media Analysis | Business
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Despite being perfect for streaming mobile video, worldwide tablet shipments have declined year-over-year for the fifteenth consecutive quarter, with the segment seeing an 8.6% drop to 36.4 million units, according to IDC data.
RTV Ev March 2018 Multicast ABR 991 Man on Ipad in airport
That’s a bit of a rebound from a quarter ago, at least: IDC found that the worldwide tablet market declined 13.5% during the second quarter of 2018, as global shipments fell to 33 million.

Apple as usual took the top spot with 9.7 million iPad units shipped in the third quarter, for a 27% market share. That’s down 6% from this time last year; Apple’s shipment numbers overall are down by 600,000. It’s also a decline from Q2, when the company saw a slight (.9%) growth in tablet sales, shipping 11.5 million units.

The Cupertino giant’s closest competitor, Samsung, maintained its second-place spot with 5.3 million gadgets sold in the quarter (down 11% year-over-year) – that gives it a 15% share after seeing its shipments decline 700,000 from the quarter a year ago. However, shipments were up slightly from Q2 when it sold 5 million tablets.

Amazon’s Fire tablets held steady, slipping less than one percentage point (0.4%) year-over-year to ship 4.4 million units in the quarter. Thus, it maintained a 12% share. It can also claim a big turnaround from the second quarter, when it managed to sell only 1.6 million units.

And finally, Chinese powerhouse Huawei was the only company in the top five with a year-over-year gain, reporting 3.2 million units shipped for respectable 7% year-over-year growth. That’s slightly down from the 3.4 million units it sold last quarter though.

The analysis took into account “slate” tablets as well as detachable models.

“The detachable market has failed to see growth in 2018, a worrying trend that has plagued the category off and on since the end of 2016,” said IDC research analyst Lauren Guenveur. “In October, we finally saw the highly anticipated refreshes of Apple’s iPad Pro and Microsoft’s Surface Pro, as well as new products by Samsung and Google, which lead us to believe that the last quarter of the year will turn the detachable category around, at least for the time being.

Increasingly sparse are new products by the top-tier PC OEMs as they remain more focused on their convertible portfolio, a move that will ultimately affect the overall trajectory of the detachable market going forward.”

The lacklustre results come as mobile video thirst ironically continues to surge. Ooyala’s global index for the second quarter (the most recent available) shows that in North America, mobile plays increased to 56% of all video starts, up 4% year-over-year and up 14% since Q2 2016.

In the Europe-Middle East-Africa (EMEA) region, Ooyala found that mobile video hit 54% of all starts, up from 49% a year ago.

In Asia-Pacific, mobile video’s share of all plays was 74%. This was the region’s highest-ever rate and was up 64% in two years.

Latin America’s mobile starts meanwhile topped 65%, an increase of 20% year-over-year and 38% over two years.