eMarketer expects worldwide tablet sales to reach 81.3 million units in 2012, up from 15.7 million in 2010. Apple’s iPad, which essentially revitalized the category, will remain the market-share leader through the forecast period, with an expected 69% of the global market in 2012, down from 85% in 2010. Consumers in the US will be big drivers of tablet sales, making up 62% of all tablets sold in 2010.
Looking back on successful technology launches—personal computers, video-game consoles, DVD and MP3 players, smartphones—the recent wave of tablets led by the Apple iPad stands out for its instant popularity and steep adoption curve. In just a few months, the tablet category has evolved from a fledgling business to a robust industry with millions of units sold and an aggressive growth outlook.
Like other popular devices, tablets have spawned an ecosystem around them. Hardware manufacturers, software firms, media content owners, app developers and marketers have already profited from the tablet explosion, and more opportunities are in store as the space matures.
Key questions this report answers:
What is the outlook for tablet sales by platform and operating system?
What effect will tablets have on computer and mobile device categories?
What opportunities do tablets present for marketers?
What are the prospects for paid and ad-supported epublishing business models?
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