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市場調査レポート

タブレット:世界市場の動向・予測・戦略 2015-2020年

TABLETS: WORLDWIDE MARKET TRENDS, FORECASTS AND STRATEGIES 2015-2020

発行 Analysys Mason 商品コード 330383
出版日 ページ情報 英文 62 Slides
納期: 即日から翌営業日
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タブレット:世界市場の動向・予測・戦略 2015-2020年 TABLETS: WORLDWIDE MARKET TRENDS, FORECASTS AND STRATEGIES 2015-2020
出版日: 2015年05月11日 ページ情報: 英文 62 Slides
概要

世界におけるタブレットのインストールベースは、2014年の5億3,300万台から2020年には12億台へと拡大する見込みです。2011年から2014年にかけて、タブレットの年間売り上げは平均49%で拡大しましたが、2014年から2020年にかけてはCAGR3%と大きく減少する見込みです。

当レポートでは、世界のタブレット市場について調査し、世界、地域および国レベルにおける小売りタブレット市場の詳細な予測とタブレット導入の主な促進因子・阻害因子に関する概説を提供しており、さらに、インストール、人口普及率、販売台数と収益、オペレーティングシステムおよびコネクティビティに関する市場ダイナミクスの詳細分析などをまとめています。

目次

エグゼクティブサマリー

世界市場

  • タブレットのインストールベースは2020年に12億台へ近づく見込み、しかし販売成長は緩やかになる見通し
  • タブレットの導入・販売について、いくつかの促進因子・阻害因子の影響が見込まれる
  • 新興アジア太平洋地域は、2014-2020年の間、販売台数成長のほとんどを構成
  • タブレット市場における近年の成長は、先進市場よりも新興市場で高くなった
  • Androidは、多くのメーカーと、それらメーカーが生産する手ごろなデバイスのおかげで、2020年の販売台数の76%を構成する見込み
  • ASPの下落は成長するタブレット市場を飽和させるのに早すぎる
  • LTEネットワークおよび革新的なデータプランは、タブレットのモバイルコネクティビティを促進し、2020年までにインストールベースは16%へ

地域市場

  • 中東欧:通貨の問題、政府の契約およびローエンドタブレットの需要により、総収益は下落する見通し
  • ポーランド
  • ロシア
  • 先進アジア太平洋地域:市場の成熟および他のフォームファクターとの競合により、ほとんどの国で販売台数は減少する見込み
  • 日本
  • 新興アジア太平洋地域:Androidタブレットは東南アジアの需要に対応するが、中国はiPadにとって引き続き重要な市場となる見込み
  • 中国
  • インド
  • インドネシア
  • マレーシア
  • ラテンアメリカ:ブラジルおよびメキシコといった人口の多い国における中産階級の増加は、同地域の成長を促進する見込み
  • ブラジル
  • 中東・北アフリカ:湾岸諸国はタブレットのインストールベースのほとんどを構成し、北アフリカからの需要は弱くなる見通し
  • サウジアラビア
  • UAE
  • 北米:予測期間中の販売台数は減少が見込まれるが、普及率は引き続き上昇し、2020年に62%となる見通し
  • 米国
  • サハラ以南アフリカ:所得・通信インフラの問題が可能性を抑制するため、人口普及率は2020年までに2%となる見込み
  • 南アフリカ
  • 西欧:低価格タブレットが販売台数の成長をもたらすが、2014-2020年間の収益は20億米ドル以上減少する見込み
  • フランス
  • ドイツ
  • イタリア
  • スペイン
  • 英国
  • 著者・Analysys Mason について

図表リスト

目次

An increasing proportion of the world's population will have a tablet because the devices have a long lifespan and will continue to be in active use when their first owners have given them up.

The installed base of tablets worldwide will grow from 533 million in 2014 to 1.2 billion in 2020. This increase will be in spite of modest growth in tablet sales during the same period. Annual sales of tablets grew on average by 49% between 2011 and 2014, but this growth will slow considerably to a 3% CAGR between 2014 and 2020. This forecast report examines the reasons for the decline in the growth rate of unit sales and assesses the implications for operators and vendors.

This report and data annex provide:

  • a detailed forecast of the retail tablet market at worldwide, regional and country levels, and a description of the main drivers and inhibitors of tablet adoption
  • in-depth analysis of market dynamics related to the installed base, population penetration, sales in units and revenue, operating systems and connectivity
  • an assessment of the current state of, and expectations for, the mobile connectivity of tablets
  • key implications for telecoms operators and tablet vendors.

DATA COVERAGE

Geographical coverage

  • Central and Eastern Europe
  • Developed Asia-Pacific
  • Emerging Asia-Pacific
  • Latin America
  • Middle East and North Africa
  • North America
  • Sub-Saharan Africa
  • Western Europe

Major KPIs

  • Installed base
  • Population penetration
  • Sales in units
  • Average selling price (ASP) and revenue
  • Operating systems
  • Connectivity (3G, LTE and Wi-Fi)
  • Worldwide vendor shipments

SAMPLE GRAPH

Tablet sales, installed base and population penetration, worldwide, 2011-2020

ABOUT THE AUTHOR

Kerem Arsal (Senior Analyst) is a key contributor to Analysys Mason's Mobile Services research programme, which helps operators to understand, and monetise to maximum efficiency, the interplay between voice, messaging and data services. His work involves in-depth coverage of issues such as customer retention, mobile data pricing, MVNO strategies, and the impact of regulation and roaming. Previously, Kerem was a research manager at Pyramid Research, where he was responsible for setting the thematic research agenda across multiple tracks and regions. He also headed numerous projects around operator strategies, as well as commercialisation of, and demand assessment for, new products in the consumer and enterprise segments.

SAMPLE PAGES

Table of Contents

  • Executive summary
  • Executive summary: Penetration of tablets worldwide will grow from 7% of the population in 2014 to 15% in 2020, but sales growth will be slow
  • 10. Geographical coverage: 35 countries in 8 regions, regional totals and worldwide results
  • 11. Definitions and terminology
  • 12. Forecast methodology: Our model is driven by an interplay between adoption and sales dynamics
  • 13. Key implications
  • 14. Worldwide market
  • 15. Worldwide: The installed base of tablets will approach 1.2 billion in 2020, but growth in sales will be modest
  • 16. Worldwide: Several drivers and inhibitors influence our expectations about tablet adoption and sales
  • 17. Worldwide: Emerging Asia-Pacific will account for most of the growth in unit sales between 2014 and 2020
  • 18. Worldwide: The recent growth in tablet markets was higher in emerging markets than it was in developed markets
  • 19. Worldwide: Android will account for 76% of unit sales in 2020 thanks to a long list of manufacturers and the affordable devices they produce
  • 20. Worldwide: The decline in average selling prices will be too fast to sustain a growing tablet market
  • 21. Worldwide: LTE networks and innovative data plans will drive mobile connectivity of tablets to 16% of the installed base by 2020
  • 22. Regional markets
  • 23. Central and Eastern Europe: Total revenue will fall because of currency problems, government contracts and demand for low-end tablets
  • 24. Central and Eastern Europe: Android will continue to dominate and iOS will be confined to high-income segments
  • 25. Poland: Local and regional vendors supply the market with many low-end devices and operators continue aggressive promotions
  • 26. Russia: Affordable mobile data packages help operators maintain a high share of mobile-connected tablets in the installed base
  • 27. Turkey: Consumer interest in tablets and large government contracts will ensure the growth of the market
  • 28. Developed Asia-Pacific: Unit sales are declining in most countries because markets are mature and other form factors are competing
  • 29. Developed Asia-Pacific: iOS's share of unit sales will fall to 24% by 2020, iOS's highest share of all the regions
  • 30. Japan: Operators are promoting tablets to boost interest in the product category
  • 31. Emerging Asia-Pacific: Strong potential for growth because the starting base is low and the nations are some of the most populous in the world
  • 32. Emerging Asia-Pacific: Android tablets will address demand in Southeast Asia, but China will still be an important market for iPads
  • 33. China: Demand from all segments and a local supply of devices will help close the sales and adoption gap with the USA
  • 34. India: The installed base of tablets will triple by 2020, but only 3% of the population will have a device
  • 35. Indonesia: Population penetration will increase to 12% by 2020, thanks to a supply of affordable tablets and government plans
  • 36. Malaysia: The popularity of tablets and a mix of high- and low-end devices will contribute to growth in sales
  • 37. Latin America: The rising middle classes in countries with large populations, such as Brazil and Mexico, will drive growth in the region
  • 38. Brazil: Momentum generated by supply of low-cost tablets and demand from young urban adults will ensure growth
  • 39. Latin America: Operators will tend to keep tablets peripheral to their device portfolios, and low-cost and Wi-Fi-only models will dominate
  • 40. Middle East and North Africa: The Gulf nations will account for most of the installed base of tablets and demand from North Africa will be weak
  • 41. Middle East and North Africa: Gulf operators aim to increase the number of mobile-connected tablets with shared data plans on LTE networks
  • 42. Saudi Arabia: Demand for affordable Android tablets from the youth segment will replace early demand for premium devices
  • 43. UAE: Population penetration is at 30%, a rate similar to that in Western Europe
  • 44. North America: Unit sales will decline during the forecast period, but penetration will continue to rise to 62% in 2020
  • 45. North America: Operator initiatives to increase the number of mobile-connected tablets are working in the USA
  • 46. USA: Operator initiatives will help the USA continue to be the largest tablet market in the world, in unit sales and installed base
  • 47. Sub-Saharan Africa: Population penetration will be 2% by 2020 because income and telecoms infrastructure challenges will limit the potential
  • 48. Sub-Saharan Africa: Mobile connectivity has been central to tablet adoption so far, but the appeal of Wi-Fi-only models will increase
  • 49. South Africa: South Africa's installed base of more than 3 million tablets is the largest in the region
  • 50. Western Europe: Low-cost tablets will bring some unit sales growth, but revenue will decline by more than USD2 billion during 2014-2020
  • 51. Western Europe: Expanded LTE networks and operator financing will raise the share of mobile-connected tablets to 15% of the installed base
  • 52. France: Consumers are interested in the product category, but show little interest in mobile connectivity
  • 53. Germany: Germany will have the highest population penetration of the EU5 by 2020
  • 54. Italy: Operators are offering long-term financing, which will drive demand for mobile-connected tablets
  • 55. Spain: Consumer price sensitivity and limited operator interest suggest that growth will come from lower-end Wi-Fi-only tablets
  • 56. UK: Sales will stagnate during the forecast period, but tablets will continue to be an important connected device in households
  • 57. About the author and Analysys Mason
  • 58. About the author
  • 59. About Analysys Mason

List of figures

  • Figure 1: Tablet sales, installed base and population penetration, worldwide, 2011-2020
  • Figure 2: The geographical coverage of tablet market forecasts by Analysys Mason, 2015
  • Figure 3: Main enablers and constraints for our tablet forecasts
  • Figure 4: Tablet sales, installed base and population penetration, worldwide, 2011-2020
  • Figure 5: Population penetration by region, 2014 and 2020
  • Figure 6: Annual tablet sales by region, 2014 and 2020
  • Figure 7: Annual sales growth, installed base and population penetration by region, 2014
  • Figure 8: Tablet sales by operating system, worldwide, 2014
  • Figure 9: Tablet shipments by manufacturer, worldwide, 2014
  • Figure 10: Tablet average selling price and revenue, worldwide, 2014-2020
  • Figure 11: Tablet average selling price by region, 2014
  • Figure 12: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, worldwide, 2014 and 2020
  • Figure 13: Tablet sales, installed base and population penetration, Central and Eastern Europe, 2011-2020
  • Figure 14: Tablet sales by operating system, Central and Eastern Europe, 2014
  • Figure 15: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Central and Eastern Europe, 2014 and 2020
  • Figure 16: Tablet sales, installed base and population penetration, Poland, 2014 and 2020
  • Figure 17: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Poland, 2014 and 2020
  • Figure 18: Tablet sales, installed base and population penetration, Russia, 2014 and 2020
  • Figure 19: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Russia, 2014 and 2020
  • Figure 20: Tablet sales, installed base and population penetration, Turkey, 2014 and 2020
  • Figure 21: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Turkey, 2014 and 2020
  • Figure 22: Tablet sales, installed base and population penetration, developed Asia-Pacific, 2011-2020
  • Figure 23: Tablet sales by operating system, developed Asia-Pacific, 2014
  • Figure 24: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, developed Asia-Pacific, 2014 and 2020
  • Figure 25: Tablet sales, installed base and population penetration, Japan, 2014 and 2020
  • Figure 26: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Japan, 2014 and 2020
  • Figure 27: Tablet sales, installed base and population penetration, Emerging Asia-Pacific, 2011-2020
  • Figure 28: Tablet sales by operating system, emerging Asia-Pacific, 2014
  • Figure 29: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Emerging Asia-Pacific, 2014 and 2020
  • Figure 30: Tablet sales, installed base and population penetration, China, 2014 and 2020
  • Figure 31: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, China, 2014 and 2020
  • Figure 32: Tablet sales, installed base and population penetration, India, 2014 and 2020
  • Figure 33: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, India, 2014 and 2020
  • Figure 34: Tablet sales, installed base and population penetration, Indonesia, 2014 and 2020
  • Figure 35: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Indonesia, 2014 and 2020
  • Figure 36: Tablet sales, installed base and population penetration, Malaysia, 2014 and 2020
  • Figure 37: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Malaysia, 2014 and 2020
  • Figure 38: Tablet sales, installed base and population penetration, Latin America, 2011-2020
  • Figure 39: Tablet sales by operating system, Latin America, 2014
  • Figure 40: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Latin America, 2014 and 2020
  • Figure 41: Tablet sales, installed base and population penetration, Brazil, 2014 and 2020
  • Figure 42: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Brazil, 2014 and 2020
  • Figure 43: Tablet sales, installed base and population penetration, Middle East and North Africa, 2011-2020
  • Figure 44: Tablet sales by operating system, Middle East and North Africa, 2014
  • Figure 45: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Middle East and North Africa, 2014 and 2020
  • Figure 46: Tablet sales, installed base and population penetration, Saudi Arabia, 2014 and 2020
  • Figure 47: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Saudi Arabia, 2014 and 2020
  • Figure 48: Tablet sales, installed base and population penetration, UAE, 2014 and 2020
  • Figure 49: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, UAE, 2014 and 2020
  • Figure 50: Tablet sales, installed base and population penetration, North America, 2011-2020
  • Figure 51: Tablet sales by operating system, North America, 2014
  • Figure 52: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, North America, 2014 and 2020
  • Figure 53: Tablet sales, installed base and population penetration, USA, 2014 and 2020
  • Figure 54: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, USA, 2014 and 2020
  • Figure 55: Tablet sales, installed base and population penetration, Sub-Saharan Africa, 2011-2020
  • Figure 56: Tablet sales base by operating system, Sub-Saharan Africa, 2014
  • Figure 57: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Sub-Saharan Africa, 2014 and 2020
  • Figure 58: Tablet sales, installed base and population penetration, South Africa, 2014 and 2020
  • Figure 59: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, South Africa, 2014 and 2020
  • Figure 60: Tablet sales, installed base and population penetration, Western Europe, 2011-2020
  • Figure 61: Tablet sales by operating system, Western Europe, 2014
  • Figure 62: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Western Europe, 2014 and 2020
  • Figure 63: Tablet sales, installed base and population penetration, France, 2014 and 2020
  • Figure 64: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, France, 2014 and 2020
  • Figure 65: Tablet sales, installed base and population penetration, Germany, 2014 and 2020
  • Figure 66: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Germany, 2014 and 2020
  • Figure 67: Tablet sales, installed base and population penetration, Italy, 2014 and 2020
  • Figure 68: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Italy, 2014 and 2020
  • Figure 69: Tablet sales, installed base and population penetration, Spain, 2014 and 2020
  • Figure 70: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, Spain, 2014 and 2020
  • Figure 71: Tablet sales, installed base and population penetration, UK, 2014 and 2020
  • Figure 72: Tablet installed base by connectivity technology and percentage of tablets connected to mobile networks, UK, 2014 and 2020
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