Tablet shipments will increase in 2014 but at a much slower rate than in 2013 as consumer sales slow, according to a report by IDC.
Total shipments are expected to increase 19.4% this year, compared to 51.6% in 2013, while IDC’s forecast for tablet growth in 2014 is 3.6% less than its previous forecast for the year.
The research firm said over the course of the past two years, average selling prices (ASPs) have declined rapidly in the tablet market.
In 2012, it declined 18.3% less than from the previous year, and in 2013 prices dropped another -14.6%.
IDC analysts believe ASP declines will slow for several reasons. Chief among them are the growth of higher-priced tablets and consumers moving away from low cost products.
IDC VP of devices & displays Tom Mainelli said after years of strong growth, he expects the ‘white-box’ tablet market to slow in 2014 as consumers move to higher-end devices that work better and last longer.
"In mature markets, where many buyers have purchased higher-end products from market leaders, consumers are deciding that their current tablets are good enough for the way they use them," Mainelli said.
"Few are feeling compelled to upgrade the same way they did in years past, and that’s having an impact on growth rates."
IDC said the commercial growth is likely to benefit Microsoft’s Windows over time.
IDC Worldwide Tablet Tracker research analyst Jitesh Ubrani said the choice of operating system will be a key differentiating factor when it comes to success in the commercial segment.
"Though Android and iOS will remain dominant, 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," Ubrani said.
