In 2012, Tablet PC shipments were 10.31 million in China. What kind of situation is Surface Pro that started to sell in China last month?

Eguan published the new report that is written about the sales status of Tablet PC in China as follows.

According to this report, Tablet PC shipments were 3,197,000 units in the fourth quarter of 2012 in China, and it increased 35.2% compared to the last year. And their shipments were 10.31 million units in throughout the year for 2012, and it increased 60.5% compared to 2011.

According to the report by IDC, Tablet PC shipments of worldwide were 52.5 million units in the fourth quarter of 2012, so it can be said that the share of shipments in China was about 6.1% of the worldwide.

But Eguan said that 2013 will become the year of explosive growth for Tablet PC. Actually, many Android Tablet was already shipped to the market in China, and iPad is also welcomed as the status from many people.

And Microsoft also started to sell "Surface Pro" in China from last month.

But according to the sources, the selling status of Surface Pro is not so good. A staff of GOME said that its sales numbers are one-tenth of iPad.
I think this main reason is the price of it. The price of Surface Pro is 6588 RMB, and it is much expensive than iPad(= 3688 RMB).

We have to continue watching the market status of Tablet PC in China, and we also have to watch the strategy of Microsoft for Surface Pro in the future.


Source => Eguan, Wangyi Finance

The trend report of tablet PC user in China (Apps Edition).

The last time, I introduced the summary of tablet PC user report in China. And today, I will introduce the report that focused tablet apps.


1. How many apps installed in your tablet PC?

Less than 5 apps      4.8%

5 to 10 apps           21.9%

11 to 20 apps         28.4%

21 to 30 apps         21.0%

31 to 40 apps           8.8%

41 to 50 apps           4.1%

More than 50 apps 11.0%






And the diagram below is a breakdown by each smartphone OS.

Left diagram is the data of iOS user, and right diagram is the data of Android user. Watching this diagram so far, it seems that iOS user tend to use more apps than Android user.


2. How many apps do you often use?

Less than 5 apps    21.6%

5 to 10 apps           54.1%

11 to 20 apps         17.4%

21 to 30 apps           4.3%

31 to 40 apps           1.3%

41 to 50 apps           0.4%

More than 50 apps   0.9%






And the diagram below is a breakdown by each smartphone OS.

Left diagram is the data of iOS user, and right diagram is the data of Android user. And about the often using apps is also the same result that iOS user also tend to use more apps than Android user.

3. Online or offline, which case are you using more time on your tablet?

Online       61.9%

Offline      19.5%

No difference    18.6%

4. Which type of apps have you installed?

News apps is the most popular one, but this is a convincing result. Because the last report also said the most popular purpose of using tablet PC is reading the news.

5. Which type of apps do you often use?

6. Usually, where do you download your apps?

Third-party app store  28.4%

By search engine             27.8%

OS default app store     23.2%

Download site                 11.4%

App store of device maker  4.2%

App store of each career  2.0%

Other   3.0%

And the diagram below is a breakdown by each smartphone OS.

Left diagram is the data of iOS user, and right diagram is the data of Android user.

Google have not provided their Play Store market in China, and generally the regular Android devices in China are not installed Play Store apps. So as a result, the downloading from third-party app store is the most popular method.

And about iOS, 42.4% of iOS user jailbreak their devices in China. So as a result, it seems that the percentage of downloading from third-party app store is relatively high.

7. How much spent for apps in a month?

Not spend at all       42.4%

(using only free apps)

Less than 10 RMB   17.8%

10 to 20 RMB           15.4%

21 to 50 RMB           14.0%

More than 50 RMB   10.4% 

And the diagram below is a breakdown by each smartphone OS.

Left diagram is the data of iOS user, and right diagram is the data of Android user.

Watching this diagram so far, it seems that iOS user tend to spend more money for apps than Android user. 

As I reported before, the sales volume of tablet PC in China was 2,604,000 units in the third quarter, and this volume is estimated to continue increasing in future. So for many apps developer, there is a lot of chance in Chinese tablet PC market.

Source => ZDC

ZDC published the trend report of tablet PC user in China.

Recently, tablet PC user is steadily increasing in China. Well, how purpose they use their tablet PC for? ZDC published the one of answer for this, and it is a user research of tablet PC as follows.


1. Which tablet maker do you use?

Apple  41.1%
Lenovo  23.8%
Samsung  9.1%
Newman  6.7%
Asus  2.7%
SmartDevices  2.5%
DELL  1.9%
Acer  1.6%
Huawei  1.4%
Aigo  0.8%
Other  8.4%






2. Which tablet OS do you use?

Android  56.3%

iOS  41.2%

Windows  0.8%

Other  1.7%







Android tablet have a over 50% market share, and Apple iOS have 41.2% of market share in China. So it can be said that tablet PC market in China is still the status of two top era.
Microsoft already published "Surface". But they haven't started to provide it in China formally, so their market share is very few at this moment.


3. Which price range is your tablet PC?

Less than 500RMB  2.5%

500 to 1000RMB   20.6%

1001 to 2000RMB  19.1%

2001 to 3000RMB  18.1%

3001 to 4000RMB  27.2%

More than 4000RMB   12.5%




The price range of 3,001 to 4,000(477 to 636 USD) have the biggest share in this report, and the price range of 500 to 1000(79 to 159 USD) is the next position. So it can be also said that the price range of tablet PC in China is the status of bipolarization now.


4. How long do you use tablet PC?

Less than 3 months  7.4%

3 to 6 months  21.4%

6 to 12 months  25.6%

12 to 24 months  27.6%

More than 24 months  18.0%








5. Usually, what time do you use your tablet PC?

20 to 22 o'clock is the most used time range, and the next is 18 to 20 o'clock. So it can be said that many tablet users use their tablet after their work.


6. Which purpose do you use tablet PC for?

News   86.2%
Instant Messenger  67.4%
TV/Movie/Video  67.4%
Book   59.7%
Game   58.0%
Music   56.9%
Search   50.8%
Download apps   44.3%
Mail   41.2%
Online shopping   39.3%
GPS or LBS   30.3%
BBS/Weibo   27.3%
Stocks   21.4%
Other   13.7%




Watching this report so far, I felt that consumer tablet user is more than business user, but there is also the another fact that business tablet user is gradually increasing in China. I will keep watching the trend of this market as before.


Source => ZDC

Apple decreased their market share in the third quarter, but they still dominate more than 70% of Chinese tablet market.

According to the report by Eguan, sales volume of tablet PC in China was 2,604,000 units in the third quarter.

It increased 11.3% compared to the previous quarter, and increased 63.9% compared to the previous year.


Next is the market share of each tablet company.

#1  Apple       71.42%
#2  Lenovo    10.52%
#3  Eben          3.61%
#4  Samsung   3.53%
#5  Acer           3.03%
#6  Asus          1.74%
#7  Teclast     0.96%
#8  Ramos       0.53%
#9  Aigo           0.29%
#10 Motorola  0.26%

Other  4.11%



Its order was not changed compared to the second quarter, but Apple decreased 1.24% of their market share, on the other hand Lenovo increased 2.14% of their market share in the third quarter.

Lenovo started to sell two new tablet PC(S2107 and S2109) in the third quarter, so it became the reason that increased their market share.

Actually Apple decreased their market share in the third quarter. But they still dominate more than 70% of Chinese tablet market, and it means their tablet was sold 1,860,000 units in this quarter.


According to the rumor, Apple will announce "iPad mini" next Tuesday, but it may be next year that Apple will start to sell "iPad mini" in China. In that case, does other Android have a chance to increase the market share? The answer is Yes.

Google started to sell their "Nexus 7" in Japan this month, and Nexus 7 is also popular in China. So if Google will decide to sell "Nexus 7" in China too, Android tablet have possibility to expand their market share at a stroke.



Source => Eguan

ZDC said that Google Nexus 7 was gaining the most popularity in Chinese Android tablet market.

ZDC recently published "Chinese Android tablet computer market analysis report in August".

First data is the popularity ratio of each tablet device maker.

#1 Samsung  25.3%
#2 Lenovo  16.6%
#3 Newsmy  8.9%
#4 Yuandao  8.3%
#5 Google  7.9%
#6 SmartQ  4.7%
#7 ASUS  4.6%
#8 Sony  3.4%
#9 ifive  2.8%
#10 Huawei  1.8%

other  15.7%





Next data is the popularity ranking of each tablet devices.

Google Nexus 7 was gaining the most  popularity in this report. Actually, Nexus 7 is not still sold formally in China, but people can buy its parallel imports version. And it has a high cost performance, so it could gain the high popularity.



Next data is the popularity ratio of each display sizes.

#1  7 inch  49.6%

#2  10.1 inch  22.0%

#3  9.7 inch  11.6%

#4  8 inch  5.0%

#5  7.7 inch  4.1%

other  7.7%





The tablet of 7 inch display have the almost half popularity, and 10.1 inch display got the second position.



Last data is the popularity of each tablet price range.

#1  1,000 to 1,999 RMB (= 157.64 to 315.12 USD )       39.3%
#2  2,000 to 2,999 RMB (= 315.27 to 472.75 USD)        22.2%

#3  Less than 1,000 RMB (= less than 157.64 USD)        21.8%
#4  3,000 to 3,999 RMB (= 472.91 to 630.39 USD)        12.1%

#5  4,000 to 4,999 RMB (= 630.55 to 788.03 USD)          4.3%
#6  More than 5,000 RMB(= more than 788.19 USD)        0.3%



It may be said that the tablet of 7inch display and 1,000 to 1,999RMB has the biggest opportunity in Chinese tablet market :)


Source => ZDC

Apple dominate about three-quarters of China's tablets market.

According to the report by Eguan, the sales scale of tablets in China was 2,340,000 units in the second quarter.

It was increasing 7.8% compared to the previous quarter, and increasing  64% compared to the previous year.

According to the report by Gartner, the worldwide tablets sales reach 119 million units in 2012. And Eguan estimated that tablets sales in China will be over 10 million in 2012, so it can be said that one of ten tablets are sold in China.


Next is the market share of each tablets maker.

#1  Apple    72.66%
#2  Lenovo    8.38%
#3  Eben       3.63%
#4  Samsung  3.59%
#5  Acer       3.27%
#6  Asus       1.86%
#7  Teclast    0.98%
#8  Ramos     0.62%
#9  Aigo        0.33%
#10 Motorola  0.26%

Other  4.42%




The market share of Apple was 65.21% in the previous period, so its market share increased 7.45%.

And except Apple, all of them providing tablets is Android based, so it can be said that Chinese market is in the status of "iPad v.s. Android".



It seems that many chances in this market will continue as ever in this year, doesn't it? :)


Source : Eguan-1, Eguan-2

MIIT released "China mobile device white paper 2012".

Chinese government MIIT(Ministry of Industry and Information Technology of the People's Republic of China)  released "China mobile device white paper 2012", but according to this report, total shipment number of mobile device in China was 455 million units in 2011.

In 2005, the shipment number of mobile device was 129 million units, so it was increased more than 300 million units in last 6 years.


And the shipment number of smart mobile device(*that means smart phone and tablet PC) in China was 117.74 million units in 2011, and the breakdown of mobile smart device shipment number by mobile OS as of Q4,2011 were as follows:

Android  73.99% ; Symbian  12.53% ; iOS  10.67% ; Windows Phone  0.34% ; RIM  0.03%

In the end, this is a ratio of mobile device shipment by Chinese company and foreign company.

In 2011, Chinese company has been occupied 71.68% share of mobile device shipment, and its number was over than 300 million units.


And this report also said we have to pay attentions the further growth of smart mobile device and "Nokia + Windows phone" can catch-up in Chinese market or not.


Original article => CATR

The growth of e-book reader is sluggish in China.

According to the report from Enfodesk, the sales quantity of e-book reader was 294,400 units in China as of Q4,2011.

Its number declined 0.3% compared with last quarter, and declined 7.3% compared with the year-earlier period.

The one of reason is tablet PC. Actually, the sales quantity of tablet PC was 2,360,000 units in China as of Q4,2011, and its sales quantity still continue increasing now.

I think recent the requirement of most users is not only a single but much variety, so it may be not enough by using e-book reader.

It will be continued tough fight for e-book supplier from now on...


Original article => Enfodesk