Tablet PC Market Forecast to Surpass Notebooks in 2013, NPD DisplaySearch Reports

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SANTA CLARA, CALIF., January 7, 2013—Tablet PC shipments are expected to reach more than 240 million units worldwide in 2013, easily exceeding the 207 million notebook PCs that are projected to ship, according to NPD DisplaySearch Quarterly Mobile PC Shipment and Forecast Report. In a market that has been dominated by one major player, Apple, shifting market dynamics are creating the opportunity for a greater variety of choices, which will drive shipment growth in 2013 to 64% Y/Y.

The rapid development and adoption of new screen sizes is allowing both large and small brands to gain market traction in all regions and create new demand for tablet PCs. The tablet market has been led by Apple's 9.7" iPad, but in 2013 a new class of small tablets will take over the market. Tablet PCs with 7-8" screen sizes are expected to account for 45%, or 108 million units of the market in 2013, overtaking the 9.7" size which will account for 17% share or about 41 million units.

As the variety and demand for new screen sizes increases, so will market growth in emerging markets. Having passed EMEA in 2012 to become the second-largest market for tablet PC shipments, China will have 27% of the global tablet market in 2013 with shipments of 65 million units, driven by small local brands. However, North America will remain the largest market with a 35% share (85 million units) in 2013. In both China and North America, tablet PC shipments surpassed notebook PC shipments in 2012.

Figure 1: Worldwide Tablet PC Shipment Share Forecast by Screen Size

Source: NPD DisplaySearch Quarterly Mobile PC Shipment and Forecast Report

Notebook PC shipments have been slowed by declining demand worldwide, reaching even emerging markets where low penetration rates could have stimulated demand. However, increasing tablet PC adoption is stymieing  notebook PC growth. The second half of 2013 may provide a respite as new processors aim to bring more tablet PC-like features, such as instant on, all-day battery life, and sleek form factors, to notebook PCs.

"The tablet PC market saw increasing investments in North America in the second half of 2012, from major brands that tested not only new screen sizes and price points, but also unconventional business models to support their efforts. The subsequent increase in shipments and demand underscored the benefits of segmentation in the market as it drove rapid market expansion," said Richard Shim, senior analyst with NPD DisplaySearch. "In 2013, further investments are expected worldwide, stoking demand to the point that tablet PC shipments will exceed those of notebook PCs."

Figure 2: Worldwide Notebook PC and Tablet PC Shipment Share Forecast

Source: NPD DisplaySearch Quarterly Mobile PC Shipment and Forecast Report

The DisplaySearch Quarterly Mobile PC Shipment and Forecast Report covers the entire range of mobile PC products shipped worldwide and regionally. With analysis of global and regional brands, the Quarterly Mobile PC Shipment and Forecast Report provides an objective, expert view of the market with insight into historical shipments, revenues, forecasts and more. For more information about the report, please contact Charles Camaroto at 1.888.436.7673 or 1.516.625.2452, e-mail contact@displaysearch.com or contact your regional DisplaySearch office in China, Japan, Korea or Taiwan or more information.

About NPD DisplaySearch
Since 1996, NPD DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. NPD DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. In collaboration with The NPD Group, its parent company, DisplaySearch uniquely offers a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions.  By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth.  Sectors covered include automotive, beauty, entertainment, fashion, food / foodservice, home, office supplies, sports, technology, toys, video games, and wireless.  For more information, visit npd.com, and npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.

Note to Editors: Media interested in speaking with NPD DisplaySearch for additional market data and analyst commentary should contact Stacey Harmon at media@displaysearch.com or call 925.336.9592.

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