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Report: Demand For Windows-based Tablets Increasing

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3.4 million Windows 8-based tablets were sold worldwide in 1Q13.

Strategy Analytics revealed that demand for Windows 8/RT-based tablets is slowly climbing, capturing 7.5-percent of the market in 1Q13 with 3.4 million units sold worldwide.

Naturally that's good news for Microsoft, as a mere 400,000 units were reportedly sold globally in 3Q12, a number that had remained relatively unchanged since the end of 2011. Thus, Microsoft seemingly has Windows 8 to thank for its boom in tablet business despite what critics are saying about the platform in the PC sector.

However there are a number of factors that continue to hold back shipments. Peter King, Director of Tablets at Strategy Analytics, said these factors include a very limited distribution, a shortage of top tier apps, and continued customer confusion. To Microsoft's defense, the company is working on all three issues, making the tablets – especially Surface RT and Pro – more easily accessible on the market. The Windows Store continues to build its library of apps and Windows "Blue" is slated to help with the customer confusion aspect later this year.

That said, Microsoft should expect to see better results in 2Q13. Meanwhile, Apple continues to dominate the branded tablet sector, selling 19.5 million mixed iPad units in 1Q13, up compared to 11.8 million units sold in 1Q12. Branded Android tablets came in second during the same quarter, selling 17.6 million units compared to 1Q12's measly 6.4 million units. Overall, Apple went from owning 63.1-percent in 1Q12 to 48.2-percent in 1Q13 whereas Android jumped from 34.2-percent in 1Q12 to 43.4-percent in 1Q13.

"Global branded tablet shipments reached an all-time high of 40.6 million units in Q1 2013, surging 117 percent from 18.7 million in Q1 2012," King said. "Demand for tablets among consumer, business and education users remains strong. Apple produced a solid performance this quarter as the Mini had its first full term."

However that's only branded units, AKA Nexus, Galaxy Tab and whatnot. When white-label tablets are thrown into the mix, the numbers change dramatically with Android chomping on 52-percent of the global tablet market and Apple only commanding 41-percent. The bulk of the white-label tablets are based on low-budget Android models aimed at a different market than the branded units.

21 Comments Comment from the forums
  • del35
    Given the choice of buying a jailinamoron Apple iPad or a Microsoft tablet as a gift for someone, I choose to go with Microsoft, although I payed nearly the same price and ran the risk that the person I was giving it too, due to his lack of technological sophistication, would have preferred an iPad. I made the right decision and given the option he didn't want to exchange it for an iPad. I agree that more apps are needed, but that is being addressed swiftly; it seems people much rather have freedom than be jailed in by an iPad and turned into an Apple cashcow.
    Reply
  • cscott_it
    With Windows 8 and with Microsoft and partners refining tablets (and Intel soon to release much improved mobile parts) - I can see peoples interest increase. It may not be as powerful as your desktop, but it would be nice to have a good (light) x86 tablet. With time, I think that Windows x86 tablets will become more competitive with the established mobile tablet market (iPad & Android).
    Mind you, they will always be more expensive then their Android whitelabel counter-parts, but I don't see why you couldn't get a workable Windows 8 x86 tablet for $400 - $500 with decent specs (not a core i7 or have 8GB of RAM or have a 128GB SSD - might use cheap slow flash storage, but still be a serviceable device.)
    Reply
  • bystander
    otacon72:
    lmao...typical Android fanboy. Worst than Apple fanboys at this point.
    I don't see a single mention or hint about Android in that quote.
    Reply
  • mforce2
    10738607 said:
    Given the choice of buying a jailinamoron Apple iPad or a Microsoft tablet as a gift for someone, I choose to go with Microsoft, although I payed nearly the same price and ran the risk that the person I was giving it too, due to his lack of technological sophistication, would have preferred an iPad. I made the right decision and given the option he didn't want to exchange it for an iPad. I agree that more apps are needed, but that is being addressed swiftly; it seems people much rather have freedom than be jailed in by an iPad and turned into an Apple cashcow.
    Hallelujah, may Bill Gates be with you forever my son and protect you from Apple and Google. Everyone knows Windows everywhere is the future.
    As you said it might not have apps and all that nonsense and people might prefer Android tablets or iPads but it's only because they haven't seen the light yet.
    Thank God for consumers: it's just as expensive, it doesn't do as much but I bought it anyway.
    Reply
  • DRosencraft
    All of these hardware questions must be analyzed in the lens of the times. The global economic situation is still fragile. The choice often is not simply which is better or cheaper, but which is more reputable. A new Windows OS is an unknown quantity. A Windows tablet is an unknown quantity since it hasn't been done until recently. So, it makes sense that the pickup for anything that is new is going to be a little slow. Apple has more or less been seen as first to the tablet market, so much of the time it is the default response from consumers who aren't up for taking a risk. It's why Google's Android, despite its popularity, has taken so long to make serious traction against Apple's and its iOS. It's why Window's tablets have taken until now to show real growth numbers.
    This applies not just to computers, but many industries. We are in a difficult financial situation globally. People don't have a lot of money to spend at will, and even those that do have certain psychological incentives not to (concern about if they'll be able to keep their jobs, if another crisis is around the corner). As such, the cycles on products have to lengthen. We have to do a better job at recognizing that. Potential successes are going to take a little more time to reveal themselves.
    Reply
  • CaedenV
    correction, the demand has been there the whole time. Companies are finally putting out tablets that are at an appropriate price, and with better quality than their first attempts.
    Reply
  • d_kuhn
    I played with a Pro 2 weeks ago and was duly impressed with everything but the display... I wish it filled the whole tablet edge to edge instead of having those fat borders all the way around. Regardless... I'm trading in my ultrabook at work for a Pro... the ultrabook was primarily for travel (my regular laptop is a huge fat beast of an elitebook) and the Pro does everything I need it to do and then some.
    Reply
  • digiex
    I can flash my Android just under 2 minutes, then put back the apps. sync to my Google account just under 5 minutes.
    Even my non-technical friend can figure it out by himself.
    With Windows, none techie people still needs trained people to do it for them.
    Reply
  • Sakkura
    How much of this "growth" is just Microsoft releasing the Surface and Surface Pro in more countries? I'd say a lot of it.
    Still, the Surface Pro is actually decent. If they can refine on it, fix some of its shortcomings, they have a potential winner. At least until the next craze (after tablets) begins, be it wearable computing or something else.
    Reply
  • catfishtx
    You know, they can all brag about how many apps are in their app store, but with Windows, I already own all the applications I need and want anyway. All I want is a decent performing x86 compatible tablet that can handle an occasional Word document, check email on the road, maybe stream some Netflix, or whatever. A Jack-of-all-Trades tablet as an extension of my JoaT desktop. I am just not willing to spend a ton of $$$ on it.
    Reply