The ANZ tablets market grew a phenomenal 147 percent year-on-year in Q1, bringing the total market size up to 1.14 million units, according to IDC. This tremendous growth was due to increased demand of smaller, cheaper Android tablets, as well as Windows tablets.
“Users now have better access to a wide range of low to high-end tablets as well as different operating systems compared to last year. In 2012, an user would usually choose between an Apple iPad or a Samsung Galaxy Tab but now, a year later, brands like ASUS, Acer and Microsoft would also appear on the user’s radar,” said Suzanne Tai, Associate Market Analyst of IDC’s ANZ Infrastructure Research Group. “Whitebox tablets have picked up significantly as well, driven with heavy promotions by retailers such as Aldi, Harvey Norman, K-Mart, and Warehouse Stationary.”
“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. Additionally, Windows tablets are also gaining traction with entry of new models, pilot rollouts and implementations in commercial sector especially in education.”
The ANZ tablets market is expected to grow 46 percent in 2013 over 2012 due to the introduction of new tablets, increasing commercial uptake of tablets, increasing demand as a result of price drops and lastly, PC cannibalisation. In 2013, IDC expects to see increasing uptake of Windows and Android tablets stealing market share from iOS tablets.
“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.”