The tablet market has grown by 11 per cent according to data presented by International Data Corporation's (IDC) quarterly tablet tracker. While there was year on year growth, shipments dropped by 1.5 per cent when compared to Q1 of 2014. Total shipments of tablets stood at 49.3 million units in Q2 of 2014 from 44.4 million units in Q2 of 2013.
IDC claims that the market will have positive growth in 2014, but it will be slower than 2013.
Notably, Apple's stranglehold over the tablet market has started loosening according to the data presented by IDC. It shipped around 13.3 million units of the IPAD 4 CASE, which was lesser than 14.6 million units in Q2 of 2013.
Apple's year on year growth was also down by 9.3 per cent, though it retained its lead in the tablet market with 26.9 per cent of the market share.
The main reason for the reduction in Apple's growth was the improvement of Android based tablets from Samsung, Lenovo and Asus.
Samsung also saw a marginal improvement in its tablets shipments as it managed to ship 8.5 million units. In Q2 of 2013, it shipped 8.4 million units. Like Apple, Samsung too saw a reduction in its market, which was down to 17.2 per cent from 18.8 per cent in Q2 of 2013. However, it saw a year on year growth of 1.6 per cent.
The biggest gains were made by Lenovo and Asus. Lenovo's tablets saw a year on year growth of 64.7 per cent and it shipped 2.4 million units in Q2 of 2014. In Q2 of 2013, it shipped a measly 1.5 million units. Its tablet market share has now increased to 4.9 per cent and its number three after Apple and Samsung.
Asus also saw a year on year growth of 13.1 per cent. Of course, it has been making some headway in the tablet market with the help of the co-branded Google Nexus tablets, which are billed as iPad mini rivals. It shipped 2.3 million units in Q2 of 2014 an improvement from 2 million units from the same time in 2013. It now commands 4.6 per cent of the total TAB 4 CASE.
Acer was the biggest loser. Its tablet share dropped to 2 per cent in Q2 of 2014, from 3.4 per cent on Q2 of 2013. It only shipped 1 million units and its year on year growth stood in the red, down by 36.3 percent.
The rest of the brands made up for 44.4 per cent of the market share. This includes 21.9 million units of tablets in Q2 of 2014, an improvement from 16.4 million units in Q2 of 2013.
It's being noted that large screen smartphones are having an impact in the tablet market as the market is slowing down.
"As we indicated last quarter, the market is still being impacted by the rise of large-screen smartphones and longer than anticipated ownership cycles," said Jean Philippe Bouchard, IDC Research Director for Tablets.
The improved user experiences offered by low cost Android tablets is also helping drive the growth of the market. In turn, however, these tablets are impacting the sales of top brands like Apple and Samsung.
"Until recently, Apple, and to a lesser extent Samsung, have been sitting at the top of the market, minimally impacted by the progress from competitors," said Jitesh Ubrani, Research Analyst, Worldwide Quarterly Tablet Tracker. "Now we are seeing growth amongst the smaller vendors and a levelling of shares across more vendors as the market enters a new phase."