Android tablets cutting into Apple’s ownership.
While the iPad may still be able to lay claim to dominion over the UK tablet market, the growing popularity of Android tablets has led to a ten per cent dip in market share for Apple, according to YouGov’s Quarterly Tablet Tracker for Q1.
The report shows that Apple’s market share has fallen from 73 per cent to 63 per cent in the first quarter, despite the recent releases of it fourth generation iPad and iPad Mini.
Meanwhile, Samsung has more than doubled its market share, rising from four per cent in Q1 2012 to ten per cent in Q1 2013.
The arrival of two new devices on the scene has also contributed to Apple’s decline, with the Google Nexus 7 amassing a market share of eight per cent in under a year and the Amazon Kindle Fire jumping to five per cent from just one per cent in the previous quarter.
YouGov’s Quarterly Tablet Tracker also revealed that over 18 per cent of the UK adult population – that’s more than eight million adults - now own a tablet device, marking an increase of five per cent since Q4 2012.
John Gilbert, Consulting director of YouGov Technology and Telecoms, commented: “With a growing market, greater competition and falling prices, Apple was bound to lose some share. However, it is not simply a matter of inexpensive products flooding the market. It seems that Apple no longer has a monopoly on the “premium” share as other brands emerge with near-equal satisfaction scores. Given the market’s current expectations and considerations in purchasing tablets, we anticipate Apple to lose additional share throughout the coming year to Samsung, Google and Amazon.”