Apple shipped an estimated 68% of all tablets in Q1 2012

"A steep drop in shipments of Android-based tablets offset a strong quarter from Apple and caused the media tablet market to miss projections for the first quarter of 2012 (1Q12), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Media Tablet and eReader Tracker. Total worldwide media tablet shipments for the quarter reached 17.4 million units in 1Q12, 1.2 million units below IDC's projection for the quarter. While IDC predicted a sharp seasonal slowdown of -34% from the previous quarter’s record-breaking 28.2 million units, the actual decline was slightly steeper at -38.4%. The total still represents a robust year-over-year growth rate of 120%, up from 7.9 million units in the first quarter of 2011.
"Apple reasserted its dominance in the market this quarter, driving huge shipment totals at a time when all but a few Android vendors saw their numbers drop precipitously after posting big gains during the holiday buying season," said Tom Mainelli, research director, Mobile Connected Devices at IDC. "Apple's move to position the iPad as an all-purpose tablet, instead of just a content consumption device, is resonating with consumers as well as educational and commercial buyers. And its decision to keep a lower-priced iPad 2 in the market after it launched the new iPad in March seems to be paying off as well."
Apple shipped 11.8 million iPads during the quarter, down from 15.4 million units in the fourth quarter of 2011, and grew its worldwide share from 54.7% in 4Q11 to 68% in 1Q12. Amazon, which stormed into the market in 4Q11 to grab second place with 16.8% of the market on shipment of 4.8 million units, saw its share decline significantly in the first quarter to just over 4%, falling to third place as a result. Samsung took advantage of Amazon's weakness to regain the number two position while Lenovo vaulted into the number four spot, followed by Barnes & Noble at number five.
Although total Android shipments were down sharply in 1Q12, companies such as Samsung and Lenovo are beginning to gain traction in the market with their latest generation of Android products. IDC expects the segment to rebound quickly as other vendors introduce new products in the second quarter and beyond."

Source:  Data from IDC reported in a press release, 3rd May 2012

Apple sold 67m iPads in 2 years

"And so our view is that the tablet market is huge. And we've said that since day one. We didn't wait until we had a lot of results. We were using them here, and it was already clear to us that there was so much you could do and that the reasons that people would use those would be so broad. And that's precisely what we've seen. We -- the iPad has taken off not only in consumer in a meaningful way but in education and in enterprise, and it's sort of everywhere you look now. And the applications are so easy to make very meaningful for someone, and there -- the -- there's such an abundance of those that -- and as the ecosystem gets better and better and as we continue to double down on making great products, I think that the limit here is nowhere in sight. We've now -- through the last quarter, I should say, which is just 2 years after we shipped the initial iPad, we’ve sold 67 million. And to put that in some context, it took us 24 years to sell that many Macs and 5 years for that many iPods and over 3 years for that many iPhones. And we were extremely happy with the trajectory on all of those products. And so I think iPad, it's a profound product. It -- the breadth of it is incredible, and the appeal of it is universal. And so I am -- I could not be happier with being in the market, and the level at which we're innovating in both the product and the ecosystem here is incredible."

Source:  Apple CEO Tom Cook in an earnings call, 24th April 2012

Apple sold 35m iPhones and 12m iPads in Q1 2012

"Apple® today announced financial results for its fiscal 2012 second quarter ended March 31, 2012. The Company posted quarterly revenue of $39.2 billion and quarterly net profit of $11.6 billion, or $12.30 per diluted share. These results compare to revenue of $24.7 billion and net profit of $6.0 billion, or $6.40 per diluted share, in the year-ago quarter. Gross margin was 47.4 percent compared to 41.4 percent in the year-ago quarter. International sales accounted for 64 percent of the quarter’s revenue.
The Company sold 35.1 million iPhones in the quarter, representing 88 percent unit growth over the year-ago quarter. Apple sold 11.8 million iPads during the quarter, a 151 percent unit increase over the year-ago quarter. The Company sold 4 million Macs during the quarter, a 7 percent unit increase over the year-ago quarter. Apple sold 7.7 million iPods, a 15 percent unit decline from the year-ago quarter."

Source:  Press release from Apple, 24th April 2012

Stats on tablet users & usage

"Today's Tablet User
"Tapping Into Tabletomics" also offers a snapshot of today's tablet user:
62% use their tablets daily
Daily tablet users spend an average of 2.4 hours per day on their tablets
85% of tablet use is for personal reasons versus business
77% of tablet use is alone
74% of tablet usage is done at home
Most media activities on the tablet, such as playing games and watching TV shows, peak with the 18-24 demo
The research reveals emotional connections to this device unlike any other in the household. More than 50% of respondents said their tablet makes them feel happier and more relaxed, while 49% said tablets make them more effective at managing life. Forty percent agree that "my tablet brings out the best in me" and 39% said tablets boost creativity.
One participant succinctly summed up her close relationship with her tablet: "The iPad is my form of entertainment, relaxation, fun, and opportunity to get information. It's my personal space, in a sense." However, not all tablet users feel the same. "Tapping into Tabletomics" revealed varying degrees of tablet love across four distinct segments of tablet users.
Power Trippers (18%): younger users, often male, that love their tablets and use them for everything.
Cool & Efficient (23%): frequent users that rely on tablets to be useful above anything else.
Happy-go-lucky (28%): light users that view tablets as a friendly source of enjoyment and entertainment.
Proceeding with Caution (31%): the lightest and often less technologically-savvy users that stick to basic activities.
Rush continued, "We found that the tablet is a jack of many trades - it offers video and social experiences, it's a source of information and it's portable. But despite its versatility, other devices prove irreplaceable."
While tablets provide both emotional and functional benefits, most tablet owners are not ready to purge their smartphones, laptops or gaming consoles. A vast majority, 65%, would replace their laptop before their tablet because it lacks the work functionality, and 77% would replace their iPhone before their iPad."
Source:  Data from Viacom's "Tapping Into Tabletomics", reported in a press release, 17th April 2012
Methodology:  "Drawing on a national online survey of more than 2,500 people ages 8-54 as well as qualitative, in-depth interviews with dedicated tablet users in New York and Los Angeles, "Tapping into Tabletomics" found that, in just a few years, tablets have risen to second-screen prominence for full-length TV (FLTV) show viewing, ahead of computers. Out of total time spent watching FLTV shows, 15% of viewing occurs on tablets."

The iPad accounts for 90% of mobile shopping revenue in the US

"According to the 2012 Q1 Mobile Study iPad users spent significantly more time and money on retail sites than other mobile users. Data from March 2012 shows that:
iPad users constitute the bulk of all mobile shoppers—accounting for about two-thirds (68%) of shoppers.
The iPad accounts for 90% of all mobile revenue (and 4% of total retail revenue).
Conversion rates were also strongest with the iPad (1.5% for iPad vs. 0.57% for other mobile devices).
Average pages per session were highest for the iPad compared with all other mobile devices, at nearly 6 pages per session (5.7 for iPads vs. 3.6 for iPhone vs. 4.1 for other mobile devices).
iPad Users Spend More, Buy More Expensive Items (even more than desktop users)
iPad users spend dramatically more – on fewer items – than other mobile shoppers. When compared to online shoppers, iPad users spend approximately the same amount on an average order, but buy much more expensive products.
The iPad had the highest average order value (AOV) of any mobile device: $158 for iPad vs. $105 for other mobile devices vs. $104 for iPhone and other iOS devices in March 2012.
Interestingly, AOV for iPad shopping is creeping ahead of the AOV from desktop computers. ($158 for iPad vs. $153 from desktops).
While they spend more per average order, iPad shoppers had on average fewer number of items per order of any mobile device (2.98 for iPad vs. 4.22 for other iOS devices vs. 4.41 for all other mobile devices in March 2012)
Overall, iPad shoppers averaged $52.66 per item vs. $21.86 per item for desktop users and $23.80 for other mobile users."

Source:  Data from the Rich Relevance Shopping Insights Q1 Survey, reported in a press release, 11th April 2012

Apple's app stores generate over $5m in revenue each day

"Apple’s iPhone and iPad App Stores generated $5.4m worth of combined revenues daily in January 2012, according to new research from telecoms analyst, CCS Insight, and app store analytics firm, Distimo.
The findings are the first fruits of a new research offering, App VU Global, developed by the two companies. App VU Global combines extensive data with analysis of the performance of software stores and the global apps market, identifying trends, and offering detailed comparisons across all major app stores.
The research reveals that Apple continues to dominate in terms of download numbers, catalogue size and revenues. The iPhone and iPad app stores generated daily revenues of $3.3m and $2.1m respectively in January 2012. Google Play (formerly Android Market) saw a 31 per cent rise in daily revenue in January 2012, to $679,000, across both smartphones and Tablets. Other platforms are racing to secure third position, with Amazon and Microsoft recording the biggest growth in catalogue size."

Source:  Mobile Marketing, 4th April 2012

iPad users spend over $70,000 a day on newspaper & magazine content

"iPad users are willing to pay for premium content offered by newspapers and magazines in the Newsstand category. The category launched only six months ago, however more than 70k USD per day is already being made by the top 100 grossing Newsstand applications in the United States."

Source:  Distimo blog, 27th March 2012

Half of American homes own at least one Apple product

"Half of all U.S. households own at least one Apple product, according to CNBC’s All-America Economic survey.
That’s more than 55 million homes with at least one iPhone, iPad, iPod or Mac computer. And one-in-10 homes that aren’t currently in that group plan to join it in the next year.
But Apple doesn’t have to worry about brand saturation any time soon. Americans don’t stop with just one device. Homes that own least one Apple, own an average of three. Overall, the average household has 1.6 Apple devices, with almost one-quarter planning to buy at least one more in the next year."
Source:  CNBC, 28th March 2012

Apple sold 3 million iPad 3s in the first 3 days

"Apple® today announced it has sold three million of its incredible new iPad®, since its launch on Friday, March 16. The new iPad features a stunning new Retina™ display, Apple’s new A5X chip with quad-core graphics, a 5 megapixel iSight® camera with advanced optics for capturing amazing photos and 1080p HD video, and still delivers the same all-day 10 hour battery life* while remaining amazingly thin and light. iPad Wi-Fi + 4G supports ultrafast 4G LTE networks in the US and Canada, and fast networks around the world including those based on HSPA+ and DC-HSDPA.**
[...]
The new iPad is already available in the US, Australia, Canada, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore, Switzerland, UK and the US Virgin Islands and will be available in 24 more countries starting at 8:00 a.m. local time on Friday, March 23"

Source:  Press release from Apple, 19th March 2012

The demographics of American iPad owners

Click to enlarge

Source:  Data from comScore, reported in comScore Datamine, 7th March 2012

Apple sold 62m iOS devices - inc 15.4m iPads - in Q4 2011

"While we wait for the new iPad to officially take the stage in San Francisco, Apple CEO Tim Cook has just taken the opportunity to rattle off some impressive numbers for the company’s iOS devices. The company has sold a total of 315 million iPads, iPhones, and iPod Touches, with a full 62 million of those iOS-powered devices being sold in Q4 2011 alone.
It seems as though 2011 was a banner year for iOS hardware too — of the 315 million devices sold in total, 172 million of those post-PC units were sold in 2011. With the new iPad just waiting in the wings, it’ll be interesting to see how much more traction Apple will be able to eke out in the tablet space.
These three product lines alone accounted for 76% of Apple’s Q4 2011 revenue, and a quite a bit of Apple’s big Q4 performance can be pegged on the iPad’s popularity. According to Cook, 15.4 million iPads were sold during that quarter, which eclipses the sales performance of nearly every other major PC manufacturer during that same time period."

Source:  Techcrunch, 7th March 2012

25bn apps have been downloaded from the Apple App Store

"Apple® today announced that more than 25 billion apps have been downloaded from its revolutionary App Store™ by the users of the more than 315 million iPhone®, iPad® and iPod touch® devices worldwide. The 25 billionth app downloaded, Where's My Water? Free, was downloaded by Chunli Fu of Qingdao, China. As the winner of the App Store Countdown to 25 Billion Apps, Chunli Fu will receive a $10,000 iTunes® Gift Card.
[...]
The revolutionary App Store offers more than 550,000 apps to iPhone, iPad and iPod touch users in 123 countries around the world, with more than 170,000 native iPad apps available. App Store customers can choose from an incredible range of apps in 21 categories, including Newsstand, games, business, news, sports, health & fitness and travel. The App Store has paid out more than four billion dollars to developers."

Source:  Press release from Apple, 5th March 2012

Earlier - 10bn announced on 22nd January 2011

5bn announced on 7th June 2010

1bn announced on 24th April 2009

Apple sold more iOS devices last year than Macs in the previous 28 years

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Source:  Data from Asymco, reported in their blog, 16th February 2012

Nearly 260,000 iOS apps were launched in 2011

"A total 255,922 apps were launched on the UK App Store in 2011, a report from madvertise and AppZapp has revealed. December was the most popular month, with 28,992 apps launching, more than 7,000 over the monthly average.
Twice as many apps were launched for the iPhone as iPad, with the most popular app category on the iPhone being Lifestyle, with a 106 per cent growth rate, followed by Education in second place. On the iPad, it was the other way round, with Education taking first place and growing at a rate of 205 per cent."

Source:  Mobile Marketing, 16th February 2012

The iPad accounts for 88% of US tablet traffic

"Not all tablets generate the same click rate. Apple's iPad generates the majority of tablet traffic, with an 88% share, while Amazon's Fire managed to step in as a low-priced alternative, generating slightly more than 4% of tablet ad clicks in late December before dropping to 3.5% at the end of January.
The traffic from non-iPad tablets still comprises less than or around 1% of total traffic for most. In January, RKG estimates the traffic at 0.8%.
About 68.1 million tablet units shipped worldwide in 2011, up from about 19.6 million in 2010 worldwide, according to the IHS iSuppli Worldwide Tablet Market Tracker Q1 2012. The research firm estimates tablet manufacturers will ship an estimated 124 million units in 2012."

Source:  MediaPost, 8th February 2012

Apple sold 37m iPhones and 15m iPads in the final quarter of 2011

"Apple® today announced financial results for its fiscal 2012 first quarter which spanned 14 weeks and ended December 31, 2011. The Company posted record quarterly revenue of $46.33 billion and record quarterly net profit of $13.06 billion, or $13.87 per diluted share. These results compare to revenue of $26.74 billion and net quarterly profit of $6 billion, or $6.43 per diluted share, in the year-ago quarter. Gross margin was 44.7 percent compared to 38.5 percent in the year-ago quarter. International sales accounted for 58 percent of the quarter’s revenue.
The Company sold 37.04 million iPhones in the quarter, representing 128 percent unit growth over the year-ago quarter. Apple sold 15.43 million iPads during the quarter, a 111 percent unit increase over the year-ago quarter. The Company sold 5.2 million Macs during the quarter, a 26 percent unit increase over the year-ago quarter. Apple sold 15.4 million iPods, a 21 percent unit decline from the year-ago quarter."

Source:  Press release from Apple, 24th January 2012

Previously - 17m iPhones and 11m iPads in Q3 2011

Share of the computing market chart - Traditional, iPhone, iPad & Android

Click to enlarge

Source:  Asymco, 17th January 2012
Note - There are several other charts on the Asymco site - go and see those too

Apple CEO Tim Cook received $378m in compensation in 2011

"Apple CEO Tim Cook received $378 million in compensation last year, which makes him the highest-paid CEO and puts his annual income at a level that hot startups can only envy.
For example, Twitter may hit Cook’s 2011 income level in 2013, according to eMarketer, but it only made around $139.5 million last year. (Others have offered higher estimates for Twitter’s revenues. Twitter, a private company, does not disclose its financials.)
Cook also made more than online ticketing platform Eventbrite, Angry Birds creator Rovio and tied the gross domestic product figure for Tonga, while beating the GDP for three other countries.
The $378 million that Apple paid Cook in 2011, revealed in an SEC filing from the company on Monday, was mostly made up of a grant of unrestricted stock. The aim of the grant was to retain the 51 year-old Cook for around 10 years, the vesting period for the stock."

Source:  Mashable, 10th January 2012

1.3m eReaders were gifted at Christmas in the UK - inc demographic breakdown

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Source:  Data from YouGov, reported in a press release, 4th January 2012

There are over 1m mobile apps

"Somewhere at a computer last Wednesday, a developer pushed a button and the one millionth mobile app went to market.
Apps shrink the programs that were once available only on a desktop computer to make them usable on smartphones and mobile devices — stock trades, restaurant reviews, Facebook, streaming radio, photographs, news articles, videos and, of course, Angry Birds.
The pace of new app development dwarfs the release of other kinds of media. “Every week about 100 movies get released worldwide, along with about 250 books,” said Anindya Datta, the founder and chairman of Mobilewalla, which helps users navigate the mobile app market. “That compares to the release of around 15,000 apps per week.”
According to Mobilewalla, in a fairly quiet 14 days before the release of app No. 1,000,000, an average of 543 apps were released each day for Android-based devices, and an average of 745 apps hit the market daily for the iPhone, iPad and iTouch. The total for the two weeks across the Apple, Android, BlackBerry and Windows platforms was 20,738."

Source:  New York Times, 11th December 2011