Smartphones to Represent 71 Per Cent of the Global Mobile Phone Market in 2014

Android Device Shipments to Reach One Billion in Emerging Markets in 2015

Egham, UK, 15th October, 2014 — Tablet sales growth is slowing in 2014 as new hardware buyers turn to alternative devices and existing users extend the lifetime of their tablets. Gartner, Inc. estimates that tablet sales worldwide will reach 229 million units in 2014, an 11 per cent increase from 2013, representing 9.5 per cent of total worldwide sales of devices in 2014. In 2013, tablet sales grew 55 per cent.

Worldwide combined shipments of devices (PCs, tablets, ultramobiles and mobile phones) for 2014 are estimated to reach 2.4 billion units in 2014, a 3.2 per cent increase from 2013 (see Table 1). „The device market continues to evolve, with the relationship between traditional PCs, different form factor ultramobiles (clamshells, hybrids and tablets) and mobile phones becoming increasingly complex,“ said Ranjit Atwal, research director at Gartner.

In the tablets segment, the downward trend stems from the slowdown in basic ultramobiles — new sales of iPads and Android tablets — and the lifetime extension of current tablets to three years by 2018. Gartner projects over 90 million fewer new tablet purchasers and 155 million fewer tablet replacements through 2018.

„Some tablet users are not replacing a tablet with a tablet, they are favouring hybrid or two-in-one devices, increasing its share of the ultramobile premium market to 22 per cent in 2014, and 32 per cent by 2018,“ said Mr Atwal.

Table 1

Worldwide Device Shipments by Segment (Thousands of Units)

Device Type	2013	2014	2015
Traditional PCs (Desk-Based and Notebook)	296,131	276,457	261,005
Ultramobile Premium	21,517	37,608	64,373
PC Market Total	317,648	314,065	325,378
Tablets	207,082	229,085	272,904
Mobile Phones	1,806,964	1,859,946	1,928,169
Other Hybrids/Clamshells	2,706	6,462	8,609
Total	2,334,400	2,409,558	2,535,060

Source: Gartner (October 2014)

The mobile phone segment will continue to grow in 2014 due to strong sales of lower-end smartphones. Sales of basic smartphones (including midrange Android devices) are projected to grow 52 per cent in 2014, while utility smartphone units (including low-end Chinese white box devices) will double. „The market is clearly favouring those vendors offering value in lower-priced smartphones. This trend has become more apparent, especially in the second quarter of 2014 when most of the top Chinese smartphone vendors grew volume and market share,“ said Roberta Cozza, research director at Gartner. “As smartphones reach lower prices, Gartner expects nine out of 10 phones to be smartphones by 2018.”

The expansion of affordable mobile phones that are attracting replacements in many emerging countries has contributed to the increase in the global market share of smartphones, which is set to reach 71 per cent in 2014, up 17 percentage points from 2013. Android and iOS have further entrenched their market positions in the global phone market, making it difficult for alternative ecosystems to become more than niche players.

In the operating system (OS) market, the emerging markets represent an attractive sector for Android (see Table 3), which is set to grow 47 per cent in 2014. In 2015, Gartner estimates that shipments of Android devices will reach over one billion in emerging markets, driven by sales of lower-cost products. Apple’s new devices, which target the premium market, will continue to help drive iOS volumes. These devices will benefit from a controlled and integrated ecosystem, a focus on the user experience and a leading enterprise tablet position.

Table 2

Worldwide Device Shipments by Operating System in Mature Markets (Thousands of Units)

Operating System	2013	2014	2015
Android	266,701	313,529	337,791
IOS/Mac OS	157,273	167,787	182,564
Windows	138,312	141,977	149,128
Others	100,633	48,130	29,352
Total	662,920	671,424	698,835

Shipments include mobile phones, ultramobiles (including tablets) and PCs

Source: Gartner (October 2014)

Table 3

Worldwide Device Shipments by Operating System in Emerging Markets (Thousands of Units)

Operating System	2013	2014	2015
Android	632,517	928,135	1,117,860
Windows	187,474	194,091	221,804
IOS/Mac OS	78,928	95,304	112,647
Others	772,562	520,605	383,914
Total	1,671,480	1,738,135	1,836,225

Shipments include mobile phones, ultramobiles (including tablets) and PCs

Source: Gartner (October 2014)

Gartner’s detailed market forecast data is available in “ Forecast: PCs, Ultramobiles and Mobile Phones, Worldwide, 2011-2018, 3Q14 Update“ and on Gartner’s web site at http://www.gartner.com/document/2848418.

About Gartner

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