By Edward Nawotka
US-based Apple and Amazon are the leading global vendors of tablet computers and e-readers, respectively, according to the Worldwide Quarterly Media Tablet and eReader Tracker, published by International Data Corporation (IDC). Pandigital and Barnes & Noble have lapped Sony to become the #2 and #3 global vendor of e-readers. Sony is neck and neck with Chinese-producer Hanvon in distributing e-readers, and are at the #4 and #5 positions — though are significantly behind the leaders in terms of percentage of market share.
The report offered additional statistical insight into the booming tablet and e-reader markets.
In the third quarter of last year vendors shipped:
- 4.8 million tablets — 90% of which were iPads — representing 45.1% increase over the previous quarter.
- 2.7 million e-readers — 75% of which went to the US market — representing a 40% increase over the previous quarter.
Top 5 Vendors, Worldwide eReader Shipments, Third Quarter 2010
| Rank | Vendor | 3Q10 Shipments (M) | Market Share (%) |
| 1 | Amazon | 1.14 | 41.5% |
| 2 | Pandigital | 0.44 | 16.1% |
| 3 | Barnes and Noble | 0.42 | 15.4% |
| 4 | Sony | 0.23 | 8.4% |
| 4 | Hanvon | 0.23 | 8.2% |
| 6 | Others | 0.29 | 10.4% |
In their own analysis they point out:
- Apple is the global leader in tablets, responsible for a 87.4% share worldwide.
- Amazon was the market leader in e-readers for the 3rd quarter with more than 1.1 million units shipped and 41.5% share worldwide.
- Pandigital, which has a U.S. focus for its Novel e-readers with models based not only on e-paper but also color LCD technology, came in second to Amazon worldwide.
- Barnes and Noble, which is currently shipping exclusively in the U.S. market, was a strong contender for the #3 position.
- Sony has fallen to a distant #4 vendor with slightly more than 200,000 units shipped and 8.4% worldwide share.
- China-based Hanvon edged close to Sony and effectively tied for fourth place with 8.2% worldwide share.
For 2010, IDS expects the totals to arrive at 17 million tablets and 10.8 million e-readers to have been shipped. IDS also anticipates explosive growth in the segment over the coming two years.
In 2011, they forecast:
- 44.6 million tablets and 14.7 million e-readers shipped.
For 2012, they predict:
- 70.8 million tablets and 16.6 million e-readers shipped.