Google providing stiff competition to Apple's iPad.
According to new research, tablets running on Google's Android mobile operating system now account for over four out of every ten devices shipped to consumers.
The Strategy Analytics group has said that the platform's market share has risen to 41.3 percent during the third quarter of 2012. That's a considerable increase from the 29.1 percent market share it boasted during the same period last year.
In the same time period, the group found that Apple's iPad's share has fallen from 64.5 percent to 56.7 percent, even though the firm shipped 26 percent more tablets.
Android's market share increase through tablets is, of course, spearheaded by the likes of Google's own Nexus 7 and the Amazon Kindle Fire, as well as a slew of other devices powered by the platform.
Google added to the lineup of Android-powered tablets with its announcement of the Samsung-developed Nexus 10.