Worldwide sales of tablets to end users reached 195.4 million units in 2013, a 68% increase on 2012, according to Gartner.
Growth was fueled by the improved quality of low-end smaller screen tablet market as well as by demand from first-time buyers, ushering in Android as the top tablet operating system with 62% of the market.
While sales of iOS tablets grew in the fourth quarter, the previous year’s No. 1 saw its share decline to 36% from 53% in 2013.
“In 2013, tablets became a mainstream phenomenon, with a vast choice of Android-based tablets being within the budget of mainstream consumers while still offering adequate specifications,” said Roberta Cozza, research director at Gartner.
“As the Android tablet market becomes highly commoditized, in 2014, it will be critical for vendors to focus on device experience and meaningful technology and ecosystem value — beyond just hardware and cost — to ensure brand loyalty and improved margins.”
Gartner analysts said emerging markets recorded growth of 145% in 2013, while mature markets grew 31%.
“Apple's tablets remain strong in the higher end of the market and Apple's approach will continue to force vendors to compete with full ecosystem offerings, even in the smaller-screen market as the iPad mini sees a greater share,” added Cozza.
In 2013, Microsoft's tablet volumes improved but share remained small. Despite Microsoft now acting more rapidly to evolve Windows 8.1, its ecosystem still failed to significantly capture consumers' interest on tablets. Microsoft enjoys better shares in ultramobiles that are more productivity oriented, where its partners are ramping up new form factors and designs.
From a vendor perspective, Apple's strong fourth quarter helped it to maintain the top position in the market in 2013. Samsung, ranked No. 2, exhibited the highest growth of the worldwide tablet vendors, at 336%.