Tablet Market Stabilizing as ASPs climb 9 percent in Q2 2016, says Strategy Analytics

Global Tablet shipments fell 8 percent year-on-year in Q2 2016 to 46.7 million units while average selling prices (ASPs) went the other way, climbing 9 percent during the same period. Consumers and enterprises alike are buying more Pro Slates (e.g., iPad Pro, Surface Pro 4) than ever before as prices reach tolerable levels and as computing behaviors and needs shift toward more mobility and touchscreen interfaces, according to the new “Preliminary Global Tablet Shipments and Market Share: Q2 2016” report from Strategy Analytics’ Tablet & Touchscreen Strategies (TTS) service.

The associated report is published here:

Peter King, Service Director, Tablet & Touchscreen Strategies service said, “iPad has marked 10 quarters of annual shipment declines but some light is now visible at the end of the tunnel. In the same way that Windows tablets gained market share with a wide range of premium to low tier 2-in-1 Tablets, Apple is riding consumer and enterprise demand for 2-in-1s with multiple price tiers of buy-in to its vision of what a converged computing device can achieve. Meanwhile, Android has not been able to break out of its cost-conscious, entertainment-focused roots and until true multi-tasking is available across the installed base, this perception will remain reality. Still, low-cost traditional slate tablets devoted to entertainment do hold value for consumers, reflected in Android’s 64 percent share.”

Eric Smith, Senior Analyst, Tablet & Touchscreen Strategies service added, “Mobile-first vendors are putting pressure on the industry to release more reasonably priced, yet still powerful, 2-in-1 Tablets. Apple, Huawei, and Samsung are just the latest companies to join the segment at a time when consumers and enterprises are more receptive to the functionality and affordability of these converged computing devices. In return, higher average selling prices of 2-in-1 Tablets, compared to traditional slates, have returned more profit back to tablet vendors across the spectrum as people around the world begin making the choice between upgrading their PCs, Tablets, or just going with one converged 2-in-1 device for the home and business.”

Exhibit 1: Global Tablet Market Decline Reached 8 percent YoY as Losses Slowed in Q2 2016

Photo –