June 7, 2012
-- London - According to latest reports by IT market researchers CONTEXT, Apple’s strategy to dominate the tablet market by offering consumers a choice between devices, is paying dividends with the proportion of its iPad 2 sales showing a three point growth in the Apple tablet market from March to April 2012
The figures released today show that the increase in sales is due to average selling prices for the iPad 2 dropping by -6%. The company saw sales of its second generation tablet increase from 35% to 38% despite prices dropping by -5% for its newer model during the same period.
Sales of the new iPad since launch in March have accounted for 65% of total iPad sales through the Western European channel. More specifically, in the 16GB WiFi-only iPad category, the proportion of new iPad sales increased from 40% to 44% between March and April despite a slight increase in price (+1%). On the higher end, the 3G and 4G 64GB iPad range, sales for the new iPad made up for nearly 90% of sales in both March and April.
“Keeping the iPad 2 in Apple’s product lineup at a lower price was intended to fend off potential Android tablet competition,”
said Senthuran Premakumar, Enterprise Analyst at CONTEXT. “Recent figures confirm that Apple’s strategy is paying off. Consumers looking to buy a tablet, uneasy about spending on a premium priced tablet, are increasingly opting for Apple’s more entry-level device, the iPad 2, strengthening the company’s dominance in the tablet market.”
The CONTEXT Distribution Panel records over one billion euros a week in technology product sales to resellers serving businesses and consumers across Europe, based on sales reports from over eighty of the region's leading national and international broadline and specialist distributors. This Panel benefits from exclusive access to EMEA data from the Global Technology Distribution Council (GTDC), an international consortium of the IT industry’s leading wholesale distributors. This, coupled with the Panel's strong local representation, provides the most comprehensive and accurate reporting of ICT channel sales out data in Europe.