CEE Tablet Market Continues to Rocket, Driven by Low-Cost Devices
19 Sep 2013
Prague, September 19, 2013 - The tablet market in Central and Eastern Europe (CEE) continues to surge, growing 175.6% year on year in the second quarter of 2013, according to the latest results from International Data Corporation (IDC). Tablet shipments totaled 3.6 million units in 2Q13, making the CEE region among the strongest growing markets worldwide. The ongoing market expansion has been increasingly fueled by low-cost Android devices.
Android tablets captured 84% of the total CEE tablet market in 2Q13, accounting for over 3 million shipments. The share of iOS-based devices decreased by 9.2 percentage points year on year, while shipments of Windows and Windows RT devices increased sharply year on year, although this was largely due to a low base in the previous quarter, which still gave these devices less than 3% of the tablet market in 2Q13. The CEE market saw a strong uptake of Linux devices, driven by white box vendors in Russia and Ukraine. Linux tablets priced less than $80 were very appealing to consumers despite their limited functionality.
"Price matters in the CEE region. A large variety of tablets with low prices, especially Android, drove sales in the price-sensitive consumer segment," says Nikolina Jurisic, a program manager with IDC CEMA. "This trend is expected to continue as the competition in the low end of the market intensifies, with new second-tier vendors entering the market and forcing international vendors to further reduce prices."
The growth seen in 2Q13 shows no sign of slowing. By the end of 2013, the tablet market is expected to reach a total volume of nearly 15 million units shipped, reflecting growth of 105% compared to 2012. The CEE tablet market is expected to post a compound annual growth rate (CAGR) of 28.6% over five-year forecast period to reach 25.6 million shipments by 2017.
"The PC and tablet markets are going through a major transition, with tablets making a greater claim on consumers' IT budgets," says Jurisic. "Tablet shipments are driven by low price tags, portability, ease of use, and the increasing popularity of social media applications. As a result, tablets are expected to surpass portable PCs in volume terms in the last quarter of 2013."
Android-based tablet devices are expected to maintain a dominant market position until the end of the forecast period. Windows OS tablets are forecast to gain traction, accounting for 9.2% market share in 2017, whereas Windows RT will reach only 1.0% share, as vendors are pushing Windows 8 and Android models. iOS tablets will account for around 13% of the total market by the end of 2017.
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