Tablets Market Share: Shipments vs. Activations Part Deux

In the wake of yesterday's Apple earnings release -- including that it sold 17 million iPads -- Strategy Analytics has taken a crack at estimating the Q2 global tablet market. As with Gartner and IDC, Strategy Analytics' calcluations are based on "shipments," which generally do not accurately reflect consumer sales in the marketplace. 

Strategy Analytics reported that a total of 24.9 million tablets were "shipped" in the second quarter. The resulting market share distribution was as follows: 

  • Apple/iOS: 68.3% (vs. 62% in Q2 2011)
  • Android: 29.3% (vs. 29.3%)  
  • Microsoft/Windows: 1.2% (vs. 4%)
  • Other: 1.2% (vs 4.7%)  

Despite the fact that the Kindle Fire has sold several million units and the Samsung Galaxy Tab (7-inch) before it has enjoyed some modest success, there's no chance that 30% of the tablet-owning public are using Android tablets. In a year or so we may have a different market, espeically given the fast start for the Nexus 7, but for now it's almost all still about the iPad. 

Screen shot 2012-07-25 at 3.31.42 PM

Good Technology's Q2 Data Report shows actual tablet activations in the enterprise market. (There's comparable empirical evidence on the consumer side as well.) What it reveals is that "iPads dominated tablet activations with 94.5 percent of total activations for the quarter (down from 97.3 percent in Q1 2012)." Comparatively, Android tablets accounted for 5.5% of activations, up from 2.7% in the previous quarter.

Good actually attributes Android enterprise tablet growth to the Samsung Galaxy Note, which is closer to a giant smartphone than a tablet. Regardless, we're likely to see Android start to genuinely gain tablet market share in the coming quarters -- driven by 7-inch devices if not across the board.