Following predictions from various pundits and international research companies, Google's Android has taken over from iOS as the top operating system in the tablet market.
The most recent International Data Corporation (IDC) report shows worldwide tablet shipments increased 142.4% year-over-year in the first quarter of 2013. Tablet shipments totalled 49.2 million units, surpassing that of the entire first half of 2012.
Android increased its share in the tablet market by just over 17%, to 56.5%, compared to the first quarter of 2012. Meanwhile, Apple's iOS lost more than 18% of its market share year-on-year for the first quarter of 2013.
While iOS might be falling behind, Apple is still the number one vendor in the tablet market, with 19.5 million units shipped. The number two vendor, Samsung, performed above expectations and increased its shipments over the fourth quarter of 2012, as the manufacturer's smaller-sized tablets began to gain momentum in the market.
Tom Mainelli, research director for tablets at IDC, says sustained demand for the iPad Mini and increasingly strong commercial shipments led to a better-than expected first quarter for Apple.
"In addition, by moving the iPad launch to the fourth quarter of 2012, Apple seems to have avoided the typical first-quarter slowdown that traditionally occurred when consumers held off buying in January and February in anticipation of a new product launch in March."
Operating mobile
The growth of Android continues in the mobile market, with the latest smartphone sales data from Kantar Worldpanel ComTech revealing Android continues to dominate the number one spot in the UK, with 58.4% of the market, and 49.3% in the US. According to Kantar, these figures are set to grow with new smartphone releases.
Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech, says Android is the top-selling OS across key global markets, only beaten by iOS in Japan, and now accounting for 93.5% of the Spanish market.
"We expect to see a further spike in its share in the coming months, as sales from the HTC One start coming through and the Samsung Galaxy S4 is launched. This will pile pressure on Apple, BlackBerry and Nokia to keep their products front of consumers' minds in the midst of a Samsung and HTC marketing blitz," he adds.
Sunnebo says it is clear that one of the key drivers of Samsung's performance is how targeted each device is. "Kantar Worldpanel ComTech data clearly shows that different Samsung models are appealing to a very different type of consumer. The Galaxy Note 2 is popular with affluent 25- to 34-year-old males, the Galaxy S3 Mini appeals to younger females, the Galaxy Ace to older females, while the Galaxy S3 has broad appeal."
He adds that the fact that Samsung has so many models available in the market is not indicative of a scatter-gun approach, simply a realisation that different consumers demand different handsets, both in functionality, design and price.
App appeal
When looking at the download of apps, Apple still has the stronghold. According to Canalys' App Interrogator research, released last month, Apple's App Store accounted for the largest proportion of revenue between the four app stores, with 74%.
Meanwhile, the Google Play store saw the greatest number of downloads, accounting for about 51% of the stores' collective total, with Apple falling just behind.
Commenting on the battle for app download supremacy between Apple and Android, Adam Daum, chief analyst at Canalys, says it comes with its own challenges for app publishers, carriers, investors and device vendors. "So there is intense interest in the possible emergence of a third ecosystem."
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