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Follow on Google News | Android growth points the way to strong consumer tablet demand in run up to ChristmasBy: Fundamental Communications The market watcher’s latest figures for Western Europe and Poland showed unit growth in distribution for Android tablets was 88.2% year-on-year, accounting for 70.1% of sales. This is in comparison to a 28.3% market share held by iOS and just 1.1% by Windows 8. “The growing consumer demand for Android tablets, expected to last throughout Q4, has partly been driven by prices”, said Marie-Christine Pygott, senior analyst at CONTEXT. “Android systems were more affordable to start with but prices have been pushed down further thanks to increased competition inside the Android ecosystem leading to a greater number of devices on offer.” The average distributor price for Android-based tablets has dropped from €204.1 last year to €184.2 in October, CONTEXT found. The largest chunk of growth is coming from the 7-in segment where unit sales increased by +85.9% year-on-year to account for 47.9% of all Android sales in October. Samsung remains the number one Android vendor, with its Galaxy Tab 3 10.1” and 7” ranking second and third in the top ten best sellers for October. Despite the success of devices running the Google-backed OS, Apple is expected to do well in the pre-Christmas period. Its iPad mini was the best selling product in October, while the iPad 4 came in fourth, the iPad Air in fifth and the iPad 2 was ranked seventh in terms of market share. Apple is expected to benefit from moving its new product launches to the second half of the year rather than having them in spring. In October the new iPad Air was ranked the fifth top seller in distribution even before its official release date and it’s expected that consumers will be prepared to pay a premium for the product. Elsewhere, Google’s Nexus 7 is expected to perform well in the pre-Christmas period, ranking in sixth place in distribution sales in October. Other players who will be expected to take a slice of the market in the run up to the festive period include Amazon, which has launched its Kindle Fire HDX in time, and a long tail of local vendors and own branded devices from retailers like Argos and Tesco, as well as traditional PC vendors. Although consumer demand for tablets will increase in Q4, the overall year-on-year growth rate slowed from Q3 (68.1%) to October (35.4%) thanks to a growing base last year and in part because of new Q4 products not yet visible in distribution. ---- Additional data (ASPs are distributor sell prices in €) Android average selling price (ASP): October 2013 vs. October 2012 Oct-12 Oct-13 UK 247.7 181.2 Germany 256.4 246.6 Italy 151.4 144.1 France 273.6 211.0 Spain 169.2 115.4 Netherlands 292.3 179.7 Sweden 217.0 215.5 Switzerland 188 119.5 About CONTEXT Headquartered in London with over 140 staff in 12 countries, CONTEXT specialises in tracking technology sales and pricing across the globe. With real time data captured from a wide range of channel sources including exclusive access to Global Technology Distribution Council (GTDC) members, the US$3 billion of sales processed each week in Europe provides the most accurate channel market information available today across a range of business and consumer technology products. CONTEXT reports and services enable our customers to assess their business operations in the light of actual sell out figures, and make business critical decisions based on hard data. Follow us on Twitter: @contextworld.com or visit our website: www.contextworld.com Media contacts Funda Cizgenakad Funda@contextworld.com Tel: +44 7876 616 246 End
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