The total worldwide tablet market, including tablets and 2-in-1 devices, is forecast to grow 19 percent in 2014, down from a growth rate of 52 percent in 2013, according to the International Data Corp.’s Worldwide Quarterly Tablet Tracker.
IDC reduced the 2014 forecast by 4 percent from its previous projection to 260.9 million units worldwide. The reduction in the short-term forecast was due to slowing consumer purchases as hardware iterations slow and the installed base continues to grow.
Over the course of the past two years average selling prices (ASPs) have declined rapidly in the tablet market, but this too appears to be slowing, the firm says. In 2012, ASPs declined 18 percent from the previous year, and in 2013 prices dropped another 15 percent.
Price erosion has started to bottom out, with ASPs forecast to drop a 4 percent in 2014. IDC says ASP declines will slow for several reasons, including the growth of higher-priced commercial shipments.
As consumer shipments slow in many markets, commercial shipments will grow as a percentage of the overall mix, IDC says. Much of the tablet growth in commercial to date has been in verticals such as education. Going forward, IDC expects tablets to continue to infiltrate small, medium and large businesses around the world.
"Though Android and iOS will remain dominant [operating systems for tablets], we expect Windows-based devices to capture more than a quarter of the market as its benefits become apparent thanks to growing adoption of 2-in1s,” Jitech Ubrani, research analyst, Worldwide Tablet Tracker, said in a statement.