Global tablet market share held by tablet vendors from 2nd quarter 2011 to 2nd quarter 2016

This statistic shows the global market share held by the leading media tablet vendors (based on global shipments) from the second quarter of 2011 to the most recent financial quarter. As of the third quarter of 2013, Apple remained well in the lead of the global market with a 29.6 percent share.


Tablet market share – additional information

Nearly 270 million tablets are expected to be shipped worldwide by 2019. Europe has been a leader in the global market since 2013, when the region held about 28 percent of the global market. Shipments in the Asia Pacific region are projected to increase at a rapid pace, eventually passing Europe in number. By 2018, Asia Pacific region is forecast to ship 108.6 million tablets. This is despite the region’s shipment figures excluding Japan from the count, as the country’s market has a significant global presence on its own.

Apple has been the leading vendor in the tablet market since the second quarter of 2011, when the company held just over 60 percent of the market share. However, the company’s market share has been steadily decreasing over the years. As of the fourth quarter of 2015, Apple’s tablets accounted for around 25 percent of the market. While Apple has lost part of the market share, other tablet vendors have increased their share in the same time frame. Samsung's share grew from 7.3 percent in the second quarter of 2011 to 13.7 percent in the last quarter of 2015. Asus and Lenovo are also slowly taking a more significant portion of the global tablet market.

A similar trend can be observed in the tablet operating system market share. In the second quarter of 2010, Apple’s iOS held 95 percent of the market share, while nearly three percent of the market used Android’s operating system. As of the first quarter of 2015, Android had taken over the market, holding almost 70 percent of the share. Apple’s iOS accounted for 24 percent of the market, and Microsoft’s operating system made up seven percent of it.

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 AppleSamsungLenovo*HuaweiAmazon*Microsoft*HP*Barnes & Noble*Pandigital*RCAAsusLG ElectronicsAcer*Others
Q2 '11 61.5% 7.3% - - - - - - - - 2.6% - 4.2% 24.4%
Q3 '11 59.7% 6.5% 1.1% - - - 5% 4.5% 2.9% - 3.8% - - 16.5%
Q4 '11 51.7% 7.3% 1.6% - 15.9% - - 4.6% 2.5% - 2% - - 14.4%
Q1 '12 58.1% 11.3% 2.7% - 3.6% - - 1.5% - - 3.1% - - 19.7%
Q2 '12 60.3% 7.6% 1.3% - 4.8% - - 1.6% - - 3.3% - 1.4% 19.7%
Q3 '12 40.2% 12.4% 1.3% - 8.3% - - 0.7% - - 6.6% - 0.7% 29.8%
Q4 '12 38.2% 13% 1.3% - 9.9% - - 1.9% - - 5.1% - 0.7% 29.9%
Q1 '13 40.2% 17.5% 1.3% - 3.7% 1.8% - - - - 5.4% - 2.1% 29.8%
Q2 '13 33% 18.8% 3.3% - - - - - - - 4.5% - 3.4% 37%
Q3 '13 29.2% 19.3% 4.8% - - - - - - 1.8% 7.4% - 2.5% 35%
Q4 '13 33.1% 17.2% 4.3% - 7.4% - - - - - 5.1% - - 32.8%
Q1 '14 32.7% 21.6% 4.1% - 1.9% - - - - - 5.2% 0.2% - 34.3%
Q2 '14 27.7% 18% 4.9% 1.7% - - - - - - 4.6% 1% 2% 40.1%
Q3 '14 22.1% 17.4% 5.5% 1.3% - - - - - 4.9% 6.1% - - 42.7%
Q4 '14 28.1% 14.4% 4.8% 1.3% 2.5% - - - - - 4% - - 44.9%
Q1 '15 27.2% 18% 5.4% 2.4% 2.4% - - - - - 3.8% 3.1% - 40%
Q2 '15 24.9% 18.2% 5.6% 2.9% 0.3% - - - - - - 3.6% - 44.5%
Q3 '15 19.6% 16% 6% 3.7% 1.5% - - - - - 4% - - 49.2%
Q4 '15 24.3% 13.6% 4.9% 3.4% 7.8% - - - - - - - - 46%
Q1 '16 25.9% 15.2% 5.5% 5.1% 5.6% - - - - - - - - 42.7%
Q2 '16 25.8% 15.6% 6.6% 5.6% 4% - - - - - - - - 42.4%
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