In A total of 13.6 million media tablets were sold in 2Q11, compared to just 7.3 million netbooks, according to an ABI Research release. Netbooks had previously led the way with 8.4 million shipments in 1Q11, compared to just 6.4 million media tablets.
This is a trend that we do not expect will reverse, said Jeff Orr, group director, mobile devices, ABI Research. As they are different segments, this is not a direct replacement behavior, but a changing of leadership for the most interesting device type.
Driving media tablet interest is Apples iPad 2. About 68% of the media tablet shipments in 2Q11 consisted of Apple iPad models. Consumers are choosing tablets over netbooks for a number of reasons. Media tablets are perceived to be easy to use, compared to the keyboard and mouse interface of a netbook computer. Those who have avoided PCs because they are difficult to use think the Baby Boomer generation and older see media tablets as an opportunity to re-engage with Internet access. Cost, however, is certainly not a reason driving tablet interest, as the average media tablet costs approximately $600 and the average netbook is only about half of that, said Orr.
While 32 million netbooks and 60 million media tablets are expected to ship worldwide in 2011, netbooks still hold interest in underserved countries, where PC penetration to the home, along with broadband services, are not widely available. Media tablet shipments will primarily cater to the early-adopter consumer audiences of Western Europe, the US, Japan, and South Korea.
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