IPad, Galaxy Tab rise in market share as Kindle Fire plummets: report
August 27, 2013
Apple still in the lead for tablets
Apples iPad rose to 70.1 percent of July 2013 market share, Samsungs Galaxy Tab rose to 11.1 percent and Kindle Fire dropped to 10.1 percent, according to a report by Jumptap.
Apple seems to have maintained its monopoly over advertisers, while other competitors are struggling to catch up. Yet, Samsungs 5.8 percent increase from last Julys market share is somewhat optimistic for the companys chances at competing with Apple.
While Samsung is most certainly the 'King of the Droids, it doesnt come close to having Apples share, said Matt Duffy, vice president of marketing at Jumptap, Boston. We do, however, predict that Samsung will continue to grow share against other handsets and Android tablets.
Marketers and advertisers are looking, first and foremost, to understand their audiences, he said. The clear message from this data is that consumers remain split between iOS and Android devices. Therefore, marketers should take a cross-platform, cross-device approach to maximize target audience reach.
To determine market share percentages, Jumptap looked at consumer usage and interaction for each of the smart devices.
Even though Apple is clearly light years ahead of Samsung and Amazon in terms of tablets, the data points to an interesting shift for the latter two companies.
A 5.8 percent increase for the Galaxy Tab is significant, as is an 11.4 percent drop for Kindle Fire.
The Jumptap report also looked at market share for smartphones.
The iPhone increased 9.6 percent to 41.4 percent market share, but the iPod touch dropped 10.1 percent to 15.4 percent. This may signify that consumers are stopping to see a need for a smart device without phone capabilities.
Samsung Galaxy S rose 3.8 percent to 13 percent of July 2013 market share. Again, Apple is clearly in the lead, but Samsung could be slowly catching up.
In terms of overall brand market share, Apple remains at the top, but fairly stagnant year-over-year while Samsung is up 5 percent.
While Jumptaps report presents Apple as a majority of market share, another recent report by Juniper revealed that Apples monopoly in smartphones may wane by 2018.
Juniper predicted that in 2018, Apple and Samsungs smartphone shipments will be around 800 million, a 17 percent increase in global shipments from all vendors in 2012. Yet, Apple makes up a slightly smaller share than Samsung.
Apple (blue) and Samsung (red) will take a big chunk out of the smartphone pie
The report also forecasted that other vendors will break into the space and increasingly compete with Apple and Samsung.
When we look at the global smartphone market in terms of total shipments, Apple has never held a majority, said Michael Wiggins, research analyst at Juniper, Hampshire, England. However they have always been a major player that is featured in all major markets and this will not change going forward, Apples consumer base is exceedingly loyal and they have excellent branding.
In terms of smartphone shipments, Samsung overtook Apple in 2012 and will continue to ship more units than Apple going forward, he said. This is because Apples target demographics, the high-end of the smartphone market, has diminished in global proportion and will continue to do so. This benefits Samsung as they have a far wider product range that feature at all price points.
Essentially this concentration of hundreds of millions of shipments around two vendors gives significant power to those two vendors, which could mean suppressed margins for marketers.
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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