Android, Windows tablets on the rise in ANZ: IDC

Samsung, whitebox tablets drive Android sales

Sales of tablets running Google Android and Microsoft Windows are picking up in Australia and New Zealand, according to analyst firm IDC.

In the first quarter of 2013, Android had 36 per cent share of the ANZ tablets market, compared to 18 per cent in the same quarter last year, IDC said. Windows had 8 per cent, up from 1 per cent in Q1 2012.

Meanwhile, Apple iOS tablet market share dropped year-on-year to 56 per cent from 80 per cent in Q1 2012.

"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," said IDC analyst Suzanne Tai. Whitebox tablets, which are made by small local brands, have been promoted heavily by retailers like Aldi, Harvey Norman and K-Mart, she said.

“Additionally, Windows tablets are also gaining traction with entry of new models, pilot rollouts and implementations in commercial sector especially in education,” said Tai.

IDC predicted that Windows and Android tablets would continue to take market share from the Apple iPad as the year continues.

"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," said Tai.

"And let’s not forget the entry of Microsoft Surface Pro into the ANZ market in May 2013. This is bound to spark fierce battles among tablet vendors."

Overall, the ANZ tablets market grew 147 per cent in the first quarter of 2013, compared to the same quarter last year, IDC said. The analyst firm expects the market to grow 46 per cent this year compared to 2012, driven in part by falling prices and PC cannibalisation, the analyst firm said.

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