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Emerging markets bolster tablet demand

Posted: 06 Feb 2012 ?? ?Print Version ?Bookmark and Share

Keywords:emerging market? tablet? shipment?

According to NPD DisplaySearch's recent report, tablet shipments are expected to rise from 72.7 million units last year to 383.3 million units by 2017. The market research company cited opportunities from emerging markets and the advancement of tablet features as the driving factors of the market growth.

Emerging markets are expected to account for up to 46 percent of global shipments by 2017, an increase from the 36 percent�share last year. "The emerging market opportunity for tablets has been flying under the radar mainly because the device brands aren't household names and there are concerns regarding the sustainability of the market," stated Richard Shim, NPD DisplaySearch senior analyst. "However, we are beginning to see investments by some of the better known brands in developing regions, and we expect this to not only continue but to flourish as competition improves."

The introduction of tablets from new brands such as Aakash in India, and established brands such as Dell in China, is boosting competition and adoption, stated NPD. Penetration rates of tablets in China and Asia Pacific are leading the emerging market regions, but Brazil, India, Russia and other countries are becoming bigger forces on the worldwide scene as prices come down and distribution channels expand. Additionally, as counties such as Turkey move to overhaul its entire education systems, tablets are also taking on a bigger role outside of the home as well.

"Growth in the emerging markets will be accompanied by competition at lower price points," noted Jim McGregor, NPD In-Stat chief technology strategist. "This will result in significant opportunities for processors that can optimize power and performance while achieving device price points that are often under $100."

global tablet market

Worldwide tablet PC emerging vs. mature market shipment forecast breakout

In addition to broader market opportunities driving growth, evolution of the tablet platform will also increase growth. That evolution is expected to initially take the form of higher pixel densities and, in the later years of the forecast, higher performance to enable richer multimedia experiences. In the coming quarters, resolutions and pixel densities will increase in panels, resulting in market segmentation of premium and value categories. Pixel densities of 200-300ppi are forecast to rise in 30 percent of units this year to 47.5 percent by 2017.

tablet ppi forecast

Worldwide annual tablet PC pixel-per-inch forecast

The report revealed that 39 percent of U.S. commercial tablet owners stated that having a Windows OS option as part of their next tablet purchase was important to very important. Touch technology penetration is dominated by projected capacitive with more than 80 percent�share last year that is seen to continue and grow to nearly 95 percent in 2017.

Additionally, competing touch technologies including resistive, combo, and on-cell, will have limited opportunities in tablets. Many display manufacturers are transitioning tablet panel production to larger plants, Gen?6 and Gen?8, which will lead to greater capacity for tablet displays and lower prices, added NPD DisplaySearch.

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