Member log in

Android tablets surge across Australia-NZ - and set to steal more iPad share


Total shipments: 420,000 (Q1: 200,000)
NZ shipments: 54,600 (Q1: 30,000)
Apple iPad share: 74.6% (Q1: 83%; Q3 est: 70%)
Android share: 25% 
BlackBerry PlayBook share: 0.4% (new)


Total shipments 2011: 
1.3 million (est.)
Total shipments 2010: 550,000 (actual)
NZ shipments 2011: 156,000 (est.)

Source: IDC

UPDATE SEPT 30: IDC has now publically released its Australia-New Zealand tablet shipment numbers for the second quarter, as first-revealed by NBR September 21.

The survey found that Apple iPad 2 shipments doubled in volume over the three months.

But Android-based tablet shipments grew faster, pushing iPad's market share from the first quarter's 83% to 74.6%.

Today, IDC said it saw this trend continuing, with iPad share falling to around 70% by year's end.

1.3 million tablets by year's end
The market tracker sees 1.3 million tablet shipments across Australia and New Zealand by the end of this year - more than double 2010's volume.

Of that total, around 300,000 will be Android tablets such as the Samsung Galaxy Tab 10.1 (sold by Vodafone NZ and various retailers) and the Motorola Xoom (Telecom). 

Several market developments should help the iPad challenger's cause over the next few months.

Android ranks are set to be boosted by Amazon's Kindle Fire, which will be released in the US November 15 (international ship dates have yet to be announced).

The while the Android Market lacks the depth of Apple's iTunes AppStore, it is catching up fast - and could get a further boost if RIM adds support for Android apps to the BlackBerry Playbook (which runs on the proprietary QNX OS. A RIM rep promised NBR that Android app support was coming "soon" and that there would be no performance hit from the software emulation required to run Android apps within QNX). Android tablets also enjoy the advantage of being able to display Adobe Flash - a popular format for websites and video-on-demand services.

NZ tablet shipments revealed

SEPT 21 A report from market tracker IDC, due later this week, will show a booming local tablet market.

It will also reveal that Google Android devices are starting to chip away at Apple’s iPad, NBR has learned.

In the second quarter of this year, Australia and New Zealand media tablet shipments hit 420,000 units, IDC Asia Pacific market analyst Yee Kuan Lau told NBR yesterday (the company tracks units shipped as opposed to sold).

The amount was double the volume of the previous quarter, Ms Lau said.

New Zealand accounted for 13% of Australasian shipments, or 54,600 tablets.

The result was a turnaround on the first quarter when Australasian tablet shipments actually fell 34% over the final quarter of 2010 to 200,000 units (15% of which, or 30,000 tablets, were shipped in New Zealand).

IDC said the first quarter decline due to a lull after a big Christmas for tablet sales, plus buyers sitting on their hands a head of the release of Apple’s iPad 2 (in March) and new models from Samsung, Motorola and others running on Google’s Android 3.0 software (aka Honeycomb, the first version of Android specifically developed for a tablet rather than a mobile phone).

With the new models now available, and more models available across the board, growth had reignited, Ms Lau said.

Apple share down
A fast expanding market meant all players were shipping more tablets in absolute terms.

But IDC’s latest numbers also reveal that the Apple iPad’s monolithic market share is starting to fall.

During the first quarter, Apple held 83% of Australasian shipments.

By IDC’s survey, that share had fallen to 75%.

Android 3 tablets had the greatest impact, but the quarter also saw the release of RIM’s BlackBerry PlayBook.

On Friday, RIM revealed it had sold 200,000 PlayBooks worldwide during its quarter ending August 27, well short of the expected 600,000 and contributing to a 59% profit dip.

More by Chris Keall

Comments and questions

Just bought the new Samasung Galaxy Tab 10.1. A lot more customisable than the Apple iPad, and a 'market place' that is growing every day in terms of apps. Obviously with the number of Manufacturers now creating Android Honeycomb tablets, competition will increase, perhaps reducing prices, and making the iPad too expensive.

shipments do not equal sales.

uh actually they indirectly do represent sales as they are units sold to the retail channel... sales means that more units are shipped to the channel.. shipments are the most accurate measure there is...

Many tablets sold to date are consumer level and Wi-Fi only with very few having certified 3G network approval. The first wave of business tablet devices are only now becoming available - it's this that will drive a new level of uptake across the business sector as tablets deliver a higher level of useability and security to the end users

Can you get Airport Mania on other tablets?

@ Anonymous | Wednesday, September 21, 2011 - 2:03pm - On tablets other than what?

I know Airport Mania 1 and 2 are available for Android, and I know that Airport Mania 1 (at least) is avail for the iPad...

"Shipped" items = inventory stuffing, so the numbers are meaningless.

Items Sold are what actually count.

"Obviously with the number of Manufacturers now creating Android Honeycomb tablets, competition will increase, perhaps reducing prices, and making the iPad too expensive."

How is this obvious? Many manufacturers are finding their tablet sales are disappointing such as RIM and HP for example. So far, prices have only come down as a result of poor sales. Tablet computers was a failed market in the past and very little has changed for manufacturers other than Apple.

@carkitter..... partially true however with the eveloution of technology, electronic books and magazine there is a market for the devices. You can litterally carry your entire book library in your back pack. Not to mention the many other uses for tablet devices. Apple hold (held) the lead as they were first to really make a consumer based tablet now with the progression of Android 3.1, 3.2 and soon to be 4.0 there is competition which is good for everyone all around. I think where some companies make mistakes is offering thier products at a price that is too high. The RIM and HP statement is nil to none as they both operated on operating systems that are not really supported. Andorid is a different animal............... there are many developers who want a piece of the pie. Just so happens that Apple pie is getting kinda old and dated "I am no Fan boy of either as I own and IPAD 1 and IPAD 2 and a Galaxy tab 10.1" Why else would Apple continue to go after Samsung and now Motoroal with patent lawsuits that have no merit. Think about it...... They couldn't get them banned in the US so they go overseas. The overseas judges are naive "I say this because there were tablet devices long before the Ipad came around and technically any of those older companies could probably use the arguement that they had their devices long before there was an Ipad. The patent lawsuits are one thing.... a joke.... however apple may win due to the large bankroll. It appears Apple's strategy is not to innovate and make something better just use its money to sue other companies and keep things in the courts until a company doesn't want to spend all their captial on lawyers, lawsuits. etc..... a dumb move by apple. Android/Google will get it right with its 2nd Generation of Tablets when they hit the market at the end of this year going into spring next year. As you can see manufacturers are making devices better, more robust, and with more features. The days of Apple using the jedi mind tricks of "Pay me more for less features and no expandability will be over" Not a sermon just a fact. The writing is on the wall. READ IT>

Another thing that will seriously erode Apple market share is the nVidia "Kal EL" quad-core processors being released to market in October.
The iPhone 5 is rumoured to be a dual core, with an announcement date of early October. With the phone market dropping like a stone already, having competitors announcing quad cores, versus the dual core... Ouchies for Apple.

As for tablets, quad core tablets should hit the market before the end of the year (I expect November) and the current rumours don't have a new iPad being announced any time soon.

It doesn't bode well for Apple, which probably explains their recent enthusiasm for vexatious litigation.

Personally I think that there's room for IOS and Android ecosystems, different strokes for different folks. That and I believe in consumer choice...

Nothing will make me give up my Ipad but happy to have competition to drive Apple onward...

Any tablet that has a 16:9 screen aspect ratio, a common video aspect ration, will have an advantage over the Ipad for video playback.

Any tablet that has a 16:9 screen aspect ratio, a common video aspect ration, will have an advantage over the Ipad for video playback.

[Agree video looks great on the 16:9 ratio display sported by most Android tablets. However, I also find it a touch narrow for displaying web pages - where I think iPad has a sleight edge. Swings and slides - CK]

Unfortunately, the iPad just isn't quite a business tool good enough to displace the laptop (which I outlined in a recent article, link below). If the Android explosion causes Apple to make the iPad more business-user-friendly, that would be a huge boost for consumers.

Windows 8 will blow both of the two tablets away ..

@ J - You mean the next OS from MS, or Phone 7 (the current).

MS makes (much) more money from Android licensing than it does from Phone 7 sales and this isn't expected to change any time soon, according to most analysts.

The reason that Windows won't set the world on fire, is similar to why WebOS failed and RIM's Playbook is performing poorly - Minnows swimming with the whales.

The reason that Android went from minnow to whale was because it had "techie people" on board early on (I was really looking forward to it, from when I heard about it in 05 before Google brought it). The techie folks were used to WinMo 6.x (nice OS to use) and to supporting BES. Couple to this aggressive advertising in the US @ launch and appealing to those who wanted a better smartphone than WinMo6 (or other available OS choices).

By the time that the "common man" was starting to become aware of Android (always feature rich, if sometimes not so pretty), it had already managed to gain a large customer base and impressive growth statistics.

None of the OSs competing with IOS and Android have the features or marketing to compete.

The writing is on the wall...

I have a Windows Phone ..
The Windows 8 OS is for tablets, they do not run Windows Phone on a tablet .

HTC sales have risen (and still growing) to 30% WP, which is very significant, and it is cheaper for them to license WP from MS then Android from MS ...
Anyone who has ever used WP will have no doubt how intuitive and incredible the OS and phone is .. (and I have used droid, iOS, WM, symbian etc )

@ J - Thanks for clearing that up.

I've not used a Windows tablet, other than an old Fujitsu Win98 one ;-)

A colleague on our mobile and NW security team used to have an HTC Magic (upgraded to Froyo) and loved it until he had an LG Win 7 given to him. He also thought that it was the bees knees, until he was asked to trial a Samsung Galaxy SII - Now he thinks Windows doesn't have a chance.

I can't comment on him changing his opinion, other than to say that yeah - The SII is one amazing phone and just playing with one briefly is enough to convince most of my colleagues to buy one... I used to be the only owner of one (since 11/05), now there's a half dozen in the office...

Your comment about HTC is true and reflects that they're largely OS agnostic. However, let's not forget that they purchased IP from Google to then sue Apple. I think that HTC will sell both OSs for the foreseeable furture.

I can't see any of the tier 1 vendors dropping Android for Windows, or Windows for Android. IDC and Gartner, et all, agree that Android is the majority OS for new purchases and installed base with no let up in sight.

It's a freight train and ICS to be announced soon (perhaps Oct 15), Android should have more to offer (feature wise) than any competing OS.

Still, it's nice to have more (OS) competition. It gives more user choice. There isn't one OS that is "the best", only the best for a given individual and that itself may change with time.


I think the real story here is Apple trying to stifle competition by blocking the Galaxy Tab.. their shameful litigation attempts smack of me yet another reason to bouycot apple products

I think the real story here is Apple trying to stifle competition by blocking the Galaxy Tab.. their shameful litigation attempts smack of me yet another reason to bouycot apple products

I think you've all missed the point in a BIG way. The iPad runs iOS apps for which there are tens of thousands designed specifically for iPad, including a lot of content from leading newspapers and magazines around the world, content that just doesn't exist for Android tablets. If you just want a tablet to look cool when browsing the web or watching YouTube then Android is fine, but if you actually want to DO stuff, then it's iPad all the way. Likewise, the new Kindles may be weak on spec when compared with Android tablets but they have a huge content library that Android doesn't have.

Android tablets will be to W8 tablets what a netbook is to a gaming laptop - rubbish. Without the content to download, they can only compete on price.

Don't confuse the critical mass that Android smartphones enjoy due to the high number of apps available, with the lack of progress that Android tablets are making due to their lack of useful apps. The two are very different situations.

It's not about the number of apps. Particularly when many apps for IOS are just wrappers for websites, to get around the lack of flash support...

And "Kindles may be weak on spec when compared with Android tablets but they have a huge content library that Android doesn't have" - WTF bro? All that is available for the Kindle is available for _any_ Android device.

Drink the Apple Kool-aid much?

It's all about the apps. That why Symbian is dead in the water and the iPhone is king instead of the other way around, and why Windows Mobile 6 devices outsell WP7 devices.

I don't drink the Apple Kool-aid, my Kool-aid is proudly Sony Ericsson flavoured and has been since 2004.

@Carkitter - Yeah, must be about the apps... Guess that's why IOS is being murdered by Android! Hmm, tablet share for Apple going from 95% to 75% without substantial advertising for Android tablets - What does that say about the "apps are king" argument?