Combined Worth of Tablet Industry in Six Emerging Economies in Southeast Asia Reached USD 962 Million in 2011: GfK Asia
Tablet frenzy has hit Southeast Asia’s developing countries with technology lovers there having snapped up more than 1.6 million tablets over the twelve month span of 2011. According to GfK retail tracking of tablet sales in Cambodia, Indonesia, Malaysia, Philippines, Thailand and Vietnam, five out of these six countries registered consistent expansion over each previous quarters, with Indonesia seeing an almost twofold unit sales growth in quarter four.
The fourth most populous country in the world, Indonesia, reported a substantial 97 percent spike in unit sales of tablets in the fourth quarter over the previous quarter to reach over 245,000, performing well over the total sales of its first three quarters to rake in full year takings of over USD 284 million.
Meanwhile, the biggest market for tablets in the region remains as Malaysia, which began and subsequently ended the year with the highest sales with total revenue reaching USD374 million.
“Tablet sales, which started off on a slower note at the beginning of the year has definitely taken off in this part of the world, as reflected by the exponential growth within the year,” said Mr. Gerard Tan, Account Director for Digital Technology at GfK Asia. “In Indonesia, several key manufacturers were successful in stepping up their marketing and distribution efforts nearing the end of last year, as evident in the steep sales surge in the last quarter.”
GfK findings revealed that Android is the region’s favourite operating system (OS). Performance of tablets on the Android Operating System (OS) reflected a consistent upward growth pattern in line with the general trend, with almost two in every three tablets purchased being an Android. Its strong performance continues into the new year, chalking up almost USD243 million in sales within the first two months of the year, further growing its share of the volume pie to 70 percent.
“Due to the open source nature of the Android OS, tablets running on this system are generally priced lower than those running on other OS and its greater affordability encourages mass consumer adoption which in turn accelerates further development of its ecosystem.” explained Mr. Tan.
While price of Android tablets averaged at around USD531 in 2011, those using other OS platforms hovered at USD676, rendering them less attractive with their price tag at nearly 30 percent higher.
“The combined muscles of numerous manufacturers have helped proliferate adoption of Android OS in SEA. This is a compelling factor for developers to create more applications to cater to market needs, leading to the tightening of gaps between Android and the reigning market leader,” said Mr. Tan.
“Moreover, the good transparency of the Android OS also bodes well in the business vertical industry, whereby specialized applications can be developed and implemented to improve a company’s productivity. As long as Google continues fine-tuning and improving its Android ecosystem, this OS is here to stay for the long haul,” he concluded.
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• Countries surveyed: Cambodia, Indonesia, Malaysia, Philippines, Thailand and Vietnam
• Survey period: Jan – Dec 2011
• Year on Year comparison: Jan-Dec 11 VS Jan – Dec 10