Summary
Tablet sales growth increased by just 13.2% in 2014, almost four times less than the growth seen in 2013. Despite this slowdown in tablet sales, the worldwide tablet installed base saw 42% growth in 2014 to reach 467 million, with 18% of the online population owning a tablet. Tablet devices are lasting longer than we first thought because unlike with smartphones, mobile operators tend not to subsidize the price of tablets and thus don’t create device upgrade opportunities. Phablets are also contributing to the slowdown of tablet sales because they compete for market share with smaller tablets. This forecast reduces the number of tablet owners worldwide in 2018 by 15% and the number of tablet sales by 36% compared with the previous forecast. In 2014, there have been more than twice as many Android tablets sold as iOS, with Android holding a 63% share of worldwide tablet sales.
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