According to the research firm, worldwide sales of tablets to end users reached 195.4 million units in 2013, a 68% increase on 2012. As per the firm, the growth was fueled by low-end smaller screen tablet market, and first time buyers.
Android became the leading tablet operating system with a 62% market share (120.9 million units), while iOS' share declined to 36% (70.4 million units).
The share of Apple's iOS dropped 16.8 percentage points in 2013 as the market demand was driven by the improved quality of smaller low-cost tablets from branded vendors, and growth of white-box products in emerging markets (these tablets mostly run Android). Android's share in 2012 was 45.8%.
As per Gartner analysts, emerging markets recorded growth of 145% in 2013, while mature markets grew 31%. Microsoft's tablet volumes improved but share remained small at 2.1%. According to the firm, 4.3 million Windows tablets were sold in 2013.
Looking at tablet sales from a vendor perspective, Apple continued to dominate with a 36% market share (70.4 million units), followed by Samsung with a share of 19.1% (37.4 million units) and Asus which had a 5.6% share (11 million units). Amazon and Lenovo were also part of the top five with a market share of 4.8% and 3.3%, respectively.
Interestingly, Lenovo did particularly well in 2013 with tablet sales growing by 198%.
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