The first data on sales of tablets in Europe achieved in the second quarter are quite diversified, IDC estimates comes out a complex picture that sees more stability in mature markets, such Ooccidente, and a collapse in demand elsewhere. We depart from Western Europe, one that affects us more directly, with overall Q2 shipments amounted to 7.5 million units and a contraction of only 1.2 percent over last year.
The demand for 2-in-1 is the one that has allowed us to stay afloat, the category did score a + 71% over the period while the traditional tablets have lost 4%. To lead the segment we have the Surface 3, but there are many models, symptom that a physical keyboard is still needed, albeit releasable. The Terminal Microsoft has had a good response, so as to push the House of Redmond in the Top 5 of the leading manufacturers with 213 thousand units and the 2.8% share (increased 187.5% compared to 2014).
To drive the Fund still Samsung with over 2 million tablets sold and 26.8% market share (+ 18.8% vs Q2 2014), while Apple disappoints (24.8%), able to sell ‘ only ‘ 1.86 million ipads in the second quarter, 12.2% less than last year. Lenovo was third, unchanged at 5.2%, with 394 thousand units sold, 4th Asus who lost much (-30.1%) up to current 388 thousand units.
Different scenario in Central and Eastern Europe (LLIUXERS) the 21.4 percent, with sales collapsed in the second quarter and just 2.8 million units sold. Exactly the opposite of what happened in the West, the 2-in-1 are the ones who have suffered most by clocking a decrease of 38.6%, with a total collapse of the average cost equal to 21.9%.
Changes significantly also, with Lenovo in head thanks to 16.8% share, followed by Samsung (15.9%), Apple (5%), Asus (3.9%) and Digma (3.5%). The volume reached by all other manufacturers, encased in the entry ‘ Others ‘ with 1.5 million units sold.
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