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93% of tablets sold are iPads

4.5 million tablet PCs shipped in 3Q 2010

4.5 million tablet PCs shipped during the third quarter of 2010. Of those, about 93 percent were Apple iPads, according to ABI Research’s Netbooks, MIDs, Media Tablets, and Mobile CE Market Data report.

Senior ABI Research practice director Jeff Orr notes that “Over time, Apple’s first-to-market iPad advantage will inevitably erode to some extent.”


The first half of 2010 was slow for netbooks, as relatively few new products were introduced.

Apple iPad tablet

However, Orr points out, “The third quarter saw PC OEMs again breathe life into the segment by introducing new platforms that offered dual-core processors, and lighter/thinner devices with significantly better performance, sleek styling, and visual appeal.”


eBook reader vendors continued to do well in their market, bringing new products to consumers in time for the 2010 holiday shopping season.

“The US continues to be the leading market for eBook readers,” says Orr, “and the three top vendors, Amazon, Barnes & Noble, and Sony, are comfortably maintaining their top positions in it.”

Barnes & Noble introduced a colour version of its Nook reader – the first colour model from a leading vendor – while Amazon debuted a third-generation Kindle.

Along with their new capabilities, these products also introduced lower MSRPs than earlier generations of devices.

The ABI Research report includes forecasts for all Ultra-mobile Devices (UMDs) including media tablets, netbooks, UMPCs, mobile Internet devices (MIDs) and mobile broadband-enabled consumer electronics (CE) devices.

Shipments, ASPs, and revenue for these devices are provided, including shipments and revenues for each type of UMD by region, platform, operating system, and connectivity attach rates.

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