Study: Android Tablets Surpass iPads In Q1, Tablet Usage Up 282% Since 2011

mobile-devices-screens-featuredThe GlobalWebIndex Streaming Device study for Q1 2013 reports that Android tablet users outnumbered iPad users last quarter by 34 million, with 156 million Android tablet users compared to 122 million iPad users. The study surveyed over 180,000 Internet users in 31 markets, including the Americas, Europe, Middle East and Asia Pacific countries, examining global device and app usage. According to the report, tablet use has surged 282 percent since 2011, Android is the most popular smartphone OS worldwide, and games still reign supreme for smartphone app downloads.

Q1 Sees Android Tablet Users Outnumber iPad Users

While a recent Chitika report claimed that iPads were driving more than 80 percent of tablet traffic in the US and Canada, GlobalWebIndex’s study discovered that the number of global Android tablet users surpassed the number of iPad users by 34 million in the first quarter of 2013. The combined number of Android and iPad users accounts for 75 percent of all global tablet users, with Windows 8 only winning 9.6 million tablet users in Q1.

GlobalWebIndex claims that tablet usage has climbed 282 percent during the last two years, and predicts that nearly 70 percent of global tablet users will have an Android tablet by 2016.

GWI study - tablet OS stats

The research shows that tablet users are more likely to be male, middle aged and wealthier when compared to the average Internet user. The study also found that tablet users are 55 percent more likely to acknowledge the brands that play a significant role in their online experience, and are 43 percent more likely to discuss new products and services with family and friends.

Android Expected To Win 80% Of Global Smartphone Users By 2016

GlobalWebIndex expects 80 percent of global smartphone users will be on an Android OS by 2016, a 20 percent increase from the current 60 percent of global smartphone users on the Android platform. The study points out that iOS  still holds a strong position in the US, UK, Canada and Australia, with Apple owning 53 percent of the smartphone market in the US.

With 543.77 million global users, Android dominated all other platforms in Q1 2013, far above the 144.13 million iOS users, 73 million Sybian users, 56 million BlackBerry users and 48 million Windows smartphone users. Interestingly enough, 76 million smartphone users reported they did not know their phone’s OS.

GWI study - mobile OS stats

The study reported 18 percent of smartphone users are, “…more likely to feel insecure leaving the house without their mobile than their wallet,” when compared to the average global Internet user. They are also 17 percent more likely to subscribe to a service rather than pay to own (GlobalWebIndex cited Spotify and Netflix as examples), and are 15 percent more likely to be career oriented.

As smartphones become more commonplace globally, whether or not someone has a smartphone doesn’t necessarily depend on the owner’s income. However, the GlobalWebIndex research shows that smartphone owners are more likely younger than the average Internet user and are more often male.

Location & Social Apps Win Most Downloads On Tablets & Phones

While smartphone users are most likely to download a game app, location and social apps lead for the number of app downloaded on smartphones and tablets combined. The study found that Google Maps was the No. 1 most downloaded app on tablets and smartphones last month, with 54 of users downloading the location app. Facebook ranked No. 2, followed by YouTube.

GWI - mobile and tablet apps used in last month

Of all the devices used to access the Internet globally, the majority of survey participants still rely on a personal computer or laptop.

GWI - Devices used to access Internet

Related Topics: Apple: iOS | Apple: iPad | Apple: iPhone | Channel: Mobile Marketing | Google: Android | Statistics | Statistics: Popularity & Usage


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • CJ Williams

    The Novo 8 Discovery ($169) launched this week and compares to the 8-inch mini iPad — with fast Quad core performance, and an 8″ size, which is almost as compact as a 7″ tablet but in comparison offers 65% more screen space to play with. The Novo 8 Discovery offers an impressive 5000 mAh battery for long life, MicrosSD, Dual Cameras, HDMI, and is also one of the first tablets that works with Miracast HD Wireless (like Apple Airplay device) to stream movies wirelessly from your tablet to a TV, in full HD 1080p, and is also great for 3D gaming on your big screen using the tablet as a motion control device.

    Also to launch this week is the new Pipo M6 ($279) — a full-size 9.7″ tablet with a Retina screen and a Quad Core processor, and compares to the Nexus 10 and iPad — and features Android 4.2 and the latest Rockchip Quad Core processor, along with a 2048X1536 IPS screen; Bluetooth 4.0, WIFI, HDMI, Dual Cameras, a 7000 mAh battery, Premium Dual Front Speakers, and Google Play… it offers a thin 9.6mm profile and weighs in at 1.10 lbs… the Pipo M6 also features Miracast HD Wireless.

    Both of these new models are available at T a bl e t S p r i n t

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!