ÜberTech

Updated: Which Analysts Are The Most (and Least) Bullish on the Tablet Market? (Charts)

Summary:From Gartner to IDC to In-Stat to Morgan Stanley to DisplaySearch to Oppenheimer, here are the market forecasts for tablets like the iPad -- sliced and diced for your analytical pleasure.

(Updated Nov. 15 with Oppenheimer's forecast) Curious whether Gartner, IDC, Morgan Stanley, In-Stat, or some other market research firm has the biggest crush on the tablet market? Then you've come to the right place!

I gathered up all of the publicly-known forecasts from the leading market researchers and did as much numbercrunching and chartmaking as my limited Excel skills would allow, in order to answer several burning questions:

1) What firms have the highest and lowest 2010 forecasts for the global tablet market?

Global Tablet Market Forecasts for 2010
Analyst Firm Shipments (in millions)
Gartner 19.5
Oppenheimer 15.1
Barclays Capital 15
Morgan Stanley 15
In-Stat 13.7
DisplaySearch 13.2
IDC 13.1
iSuppli 11
ABI Research 11
Smaller analyst firms usually make the highest market forecasts, since they have less to risk (reputation-wise) and more to gain (in attention) from a boldly bullish call.

Surprisingly, it's Gartner - so huge that analyst relations insiders have nicknamed it the Borg - that is going out most on a limb, predicting sales of 20 million this year,  or 33% more than the next-most bullish researcher (Oppenheimer).

But Carolina Milanesi, Gartner's guru for tablets, is unworried.

“The all-in-one nature of media tablets will result in the cannibalization of other consumer electronics devices such as e-readers, gaming devices and media players,” she said in mid-October, adding that netbooks will suffer the most as tablet prices fall below $300.

Sound reasoning, I think. However, empiricists should take note: iSuppli, DisplaySearch and In-Stat, which all produce copious research on device and PC components and thus often have very good insight into what's actually happening in Asia and at the channel level, all expect the tablet market to be only about half the size that Gartner sees.

2) Did the iPad's success convince skeptical analysts to raise their tablet forecasts as 2010 progressed?

Definitely - check it out (click charts to see a larger version)

From the beginning of the year til today, the forecasts grew 4 to 5x.

Or put another way: tablet market forecasts in the first half of the year averaged 10 million. After July 1st, they averaged 15 million. And depending on how the key Christmas season plays out, the actual market may push past Gartner's 20 million call.

3) So how do researchers see 2011?

Everyone sees near-hockey-stick-like growth, though they vary in their final 2011 forecast:

* 'Moderate' forecast, from interview with ABI analyst Jeff Orr, Nov. 12, 2010

** Upwardly revised figures.

In table format:

2011 Tablet Market (in Millions)
Analyst firm Forecast
Gartner** 55
Morgan Stanley 50
iSuppli 33
ABI Research* ** 28
Barclays Capital 28
DisplaySearch 25
4) So how about 2012 and beyond?

Analyst firms hate to give away data they want to sell. So only Gartner was generous and gutsy enough to put out forecasts for each of the next 5 years. It is more bullish than other forecasts by a factor of 2-4x.

And in table form:

Tablet Forecasts (in Millions)
Analyst firm 2012 2013 2014 2015
Gartner** 103 154 208
iSuppli 52
ABI Research* ** 80
Oppenheimer 115
IDC** 60
In-Stat 58
Juniper Research 81

Topics: Enterprise Software, Android, BlackBerry, CXO, Google, iPad, IT Priorities, Laptops, Mobility, Samsung, Tablets

About

Eric Lai tracks the latest news and trends in enterprise mobility. A veteran tech journalist most recently covering enterprise software for Computerworld, Eric joined Sybase, an SAP company in April 2010. Eric's views are his alone and do not necessarily represent those of SAP. This blog is sponsored by SAP.

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