Australian Love for Apple's iPad Threatened by Android, Surface Tablets

New data released by IDC research firm shows the steady decline of iPad's dominance in New Zealand and Australia markets. The latest statistics show that more customers prefer to buy tablets with Google's Android operating system like Google Nexus and Samsung Galaxy Note.

The research firm publishes results every quarter and this time, sales figures across Australia and New Zealand reveal the rising popularity of tablets with a growth rate of 147 per cent. The first quarter of this year saw sales of 1.14 million tablets.

IDC said that the high sales growth is driven by cheaper and smaller Android and Windows tablets. It was predicted earlier that Apple's iPad would be overtaken by Windows and Android tablets in terms of market share throughout 2013.

The figures below show the quick rise of Apple's iPad and how the market is seemingly overcrowded with tablets. Last 2012, iPads accounted for 90 per cent of New Zealand and Australia in second quarter sales. This year, the iPad dropped 56 per cent.

***Note: Windows OS includes Windows 7, 8 and RT. Source: IDC

To counter the demand for smaller tablets, Apple released the iPad mini last year. It is smaller and cheaper compared to the regular-sized iPad. Smaller tablets have begun to eat away the iPad's market share especially those manufactured by Samsung and Google. The iPad mini is touted to outgrow its bigger sibling within the year in terms of sales.

Avalanche of Android tablets

The recently concluded tech event in Tapei showcased a lot of new, smaller Android-based tablets, all challenging Apple's dominance in the tablet market. Asus and Acer have stepped up their game in launching smaller and cheaper tablets. Sony may have woken up from its slumber when it comes to tablets with a competitive device of its own. On the other hand, Windows-based Microsoft just released its flagship tablet, the Surface Pro.

Associate market analyst for IDC, Suzanne Tai, the big change in the ANZ market had to do with users' better access to a various types of tablets with a different price range. Apple is not the only player in the tablet market and consumers are noticing other tablet brands with comparative features.

Chinese manufacturers have also rebranded "white box" tablets and sold to big retailers like K-Mart, Warehouse Stationary, Harvey Norman and Aldi with heavy promotion deals. Consumers last year would only choose between an iPad and a Galaxy Tab but this year things have changed. They have become aware of other brands like Acer, Asus and Microsoft.