Apple Still Leads Tablet Market but Microsoft Has Significant Increase in Share

In the highly competitive tablet category for Q1 2016, Apple’s dominance is being challenged from a number of companies, with Microsoft as the top contender. In a recent report by 1010data Apple remained the #1 tablet brand sold online, however, Microsoft increased share year-over-year with increasing sales for its Surface Pro and Surface Book. 

The tablet market is still innovating, as can be seen with the category of  “laplets” – a crossover between a laptop and a tablet – which accounted for a 33% of sales for the tablet category for the quarter. The biggest gainer was Microsoft who captured an incremental +9% in Q1 share year-over-year. Amazon lost -4% in Q1 share year-over-year. Here are the top brands by dollar sales volume for Q1 2016.

1. Apple - 32.5%

2. Microsoft - 25.0%

3. Lenovo – 10.9%

4. Dell – 9.1%

5. Hewlett Packard – 6.5%

6. Amazon = 5.5%

7. ASUS – 4.6%

8. Samsung – 4.4%

9. Toshiba – 1.5%

 

From an online sales standpoint, Amazon is the leading e-commerce retailer for tablets but is losing share to Best Buy, Apple, and Microsoft Store. Here are the top sites by dollar sales volume for Q1 2016.

1. amazon.com – market – 26.2%

2. bestbuy.com – 18.2%

3. apple.com – 13.6%

4. microsoftstore.com – 10.8%

5. amazon.com – direct – 10.6%

6. dell.com – 5.3%

7. walmart.com – 4.2%

8. lenovo.com – 2.4%

9. costco.com – 2.3%

10. hp.com – 1.8%