The State of Android Tablets in 2011. A Survey

Posted on 07 December 2011, Last updated on 25 April 2019 by

At the beginning of the year, if you would have told me that, by the summer, there would be a dozen different Android tablets available for order from reliable, first tier manufacturers, I would have told you to get outta town. We were likely all desensitized to the constant stream of news that seemingly had the same message: “Company X announced the Y Tablet today. It features blah-blah-blah-blah-blah-blah-blah. No information was released on a launch date or pricing.” It had gotten to the point that I immediately went to the bottom of any announcement of a tablet-device, and if it had the standard blurb about no launch date or word on pricing, I did not read the article.

Flash-forward to the present. That standard blurb I mentioned above is something that we are seeing several times a day now. The difference is that with each instance of an announcement, there is a level of confidence that we are actually reading a press statement about a device that will be delivered to the market and will not just become vaporware. A year ago, this was not the case. I regarded almost every announcement of an Android tablet as a veritable Chupacabra that I would never actually see. Now, launch events for tablets and the equally interesting Android OS updates are major media events, commanding the undivided attention of the journalists in attendance, and the readers reading the live-blogs in real time or catching up on the ensuing hands-on later in the day. Keeping up with the state of the tablet market is now almost a hobby in and of itself.

As we head into the closing month of this watershed year in the tablet industry, with still more compelling Android tablets promised to hit retail before we turn the corner into 2012, I have been reflecting on the past year and pondering what is yet to come. I have a few ideas of what the recent past has meant, and what the future might hold. Not convinced that there is any way that I could possibly have all of the answers, I engaged my fellow editors and contributors from Carrypad in a dialogue on the topic. We each took a shot at answering three key questions that we felt were critical things to consider and might very well define the picture of the Android tablet market today. Each writer answered the questions in-the-blind, unaware of the answers from the others. Please join us in this dialogue and post your thoughts on our perspectives, as well as your own original thoughts on this subject in the comments below.

Many pundits talk about the belief that there is no tablet market, there is just an iPad market, and the other manufacturers are just flailing, trying to tread water in a marketplace that does not exist. Are they right? If not, what do Google and its hardware partners need to do in order to compete for consumer dollars and a place as the the second or third screen in users’ personal computing kits?

  • Ben: Apple definitely created an iPad market, not a tablet market. You can see this easily with many of the capacitive-only Windows slates that are trying to pull a “me too” move, but are absolutely failing when it comes to user adoption. Trying to shoe-horn a touch (finger only) keyboardless experience onto a Windows machine is just silly. That’s not to say that there isn’t room for Android, but at the moment, Google has a product for geeks, while Apple has a product for everyone (including geeks). I often look at it this way: iOS and Android are comparable, but Android needs heavy customization out of the box to be brought up to the level of iOS usability. Because of this, the iPad dominates the mainstream (probably more so in the US than other places). There’s also something to be said about app-quality and system stability. The competition between the iPad and Android tablets is absolutely healthy for consumers, and it’s great to see the wide range of computing-styles that are offered by Android devices. If the iPad was the only game in town, they’d stagnate (in some regards they have), but thanks to Android, Apple has to be ever vigilant, and vice-versa.
  • Damian: There has been a tablet market, although small, for many years before the iPad. Many of the readers of Carrypad will have had windows tablets since the old days of Windows XP Tablet Edition, which was officially released in 2001. The tablet market then was mostly a business or enterprise market and you’d have to credit the iPad with launching the mass scale consumer tablet market for an easy to use consumption device. The iPad dominates the consumer consumption market but Android tablets are gaining ground. Both still can’t quite make it as an enterprise device and the first one that cracks that will have an advantage. With rumours of Microsoft Office being developed for the consumer tablet OS’s this might be the tipping point. I think adding a stylus that works well changes the equation considerably and a well implemented, pen driven solution (ideally running Office) that allows users to create, in a common, accessible format, will boost the Android tablet market share.
  • Jerry: I don’t think these guys (the pundits) are right. There are some 6 million plus Android tablet devices in operation, and that constitutes a market to me. It took a long time for Android to gain traction in the smartphone market, with the G1 being just interesting, but things really started taking off with the arrival of the original Droid on Verizon. For Google and its partners to push more adoption, I am not sure if the saturation tactic that was has worked in the smartphone market is going to work for tablets. I think general consumers will be compelled by more content. Android has a great hook with its one-source approach to aggregating access to all content mediums via your single Google account. But they need a better library in Google books, a music source for procuring music (Blast it! I drafted this before the Google Music launch), and further integration with Google TV. It would be a huge plus if I could be watching an episode of a show on my tablet, and then have my stopping place synced with a GoogleTV device to continue watching the content from the same place… and for there to be worthwhile, current TV content.
  • Chippy: In terms of tablets there really is only an iPad market at the moment. Android tablets remain a niche, rather geeky option. The reason has nothing to do with hardware design or OS, it’s to do with the apps. There simply aren’t enough devices out there to justify any serious large-screen/fragments-enabled quality developement work. By my estimate there are between 10 and 15 million Android tablet devices out there. Some 5″, some 7″ and some 10″ devices, some running Android 2.x and some 3.x. The effort required to make a quality app across this fragmented product base is too big for the potential returns. For this to change, the number of fragments-enabled devices out there needs to grow considerably. ICS will help slowly during 2012 but for Android to stimulate major development work, soon, it needs a breakthrough product. The Kindle Fire could have been that product but with its 2.x OS it won’t stimulate the important use of fragments. 2012 looks like another difficult year for Android tablet apps.

The pundits also say that fragmentation of the Android OS is a key detractor from the product category gaining ground, not only in the tablet market but across smartphones as well. How do you define fragmentation, or do you feel it does not really exist? There is also a discussion of ecosystems and its criticality in the mobile market. How do you define a mobile ecosystem, or do you think this factor does not exist, or is not as relevant as some suggest.

  • Ben: “Fragmentation” is not an issue inherent to Adroid, but rather a desire of Android device manufacturers. Apple only markets one line of phones and one line of tablets, and at any given time, there is only one model that is considered the flagship device. For Android, any number of phone/tablet makers may have comparable devices, so how can they ‘differenatiate’ (aka fragment) their devices to appeal to customers over their competitor’s devices? The answer often comes in adding custom skins, pre-baking in selected applications and services (some of which may be unique to a given device). This means that the specific experience between tablets is somewhat different. Depending upon the hardware, you might not be able to see the same applications in the Android Market because not all applications are supported on all Android tablet hardware. If a non-techie user buys an Android tablet and enjoys using a specific application that comes with it, they may be surprised to find that when they get a new tablet, that application is not available for it. The only way to avoid this issue is for the user to understand the way this ecosystem works, but that can’t be expected of non-techie users. When it comes to the iPad, you can expect the latest iPad to be capable of running every iPad app (and iPhone app for that matter) that’s ever been made. Furthermore, because all apps are made with the top-end hardware in mind, you can expect any app available to run well if you have the current generation of iPad or iPhone.
  • Damian: I think fragmentation, which I define as multiple hardware manufacturers making different spec’d devices and different implementations of the same OS, is a major factor in consumer uptake of Android tablets, not smartphones. The Android phones need to act as a phone first, then web consumption device, then app using, game playing devices. They usually don’t tend to be used as a consumer of complex media or producer of enterprise content. The phones have different hardware for sure but the manufacturers seem  to be doing a good job of making sure their hardware works in most scenarios, i.e. plays all the media formats it needs to, opens pdf’s and documents when attached to email, renders different websites, etc. The tablet space is more complex and the fragmentation hurts it more. Some devices have full sized USB, some devices have SD card slots, some devices have docks, some devices play all of the video formats and some don’t. This is where the split of the manufacturers seems to hurt most. It’s frustrating when one video plays well on your android phone but not on your tablet. Aren’t they both Android? A website looks great on your Android tablet but when you send the link to anther Android tablet it breaks. Sure you can download a new browser which is one of Android’s strengths but it’s also a hassle. If you see something on one iPad it will work on another iPad – that’s the advantage of controlling the whole ecosystem, both hardware and software.
  • Jerry: I do not think fragmentation exists in the way that I hear a lot of other journalists discuss it. I do not agree that that skinning Android is a form of fragmentation, and the discussion about any difference from the baseline version of Android being fragmentation seems to be a very conservative view. I do not think these perspectives are so close to the reality, and I do not classify mods like HTC Sense or skins like TouchWiz as examples of fragmentation. Where we were as recent as a year ago, there were many new phones being sold that were already whole baselines behind. In other words, tablets and phones were being released with Android 1.6 when Froyo was already out:  that’s an example of fragmentation. More so when those devices were immediately abandoned and never saw updates to a 2.x version of Android, that was also an example of fragmentation. It is the analog to Windows XP laptops being sold when Windows 7 was already out, and then those laptops not supporting  a path forward to Windows 7.  Android is open source, and variety in deployments should be expected, just the same as we expect it with LINUX. Yes, ecosystems are important.  I define ecosystems as a collection of hardware, connectivity, and services, without which, the hardware as a standalone device would offer very little value.  They are obviously important for smartphones, and they are perhaps even more important for tablets. The tablet by itself represents very little functionality. It is only in combination with its network connection, app store or market, and back-end cloud services (email, contacts management, plug-ins to social networks, content availability, and online profiles) that a tablet becomes useful. Amazon’s Kindle Fire has a better fighting chance of being a viable competitor than the Nook Tablet because it brings a kitchen sink of content availability via  its ecosystem and consolidation of that content in one repository channel. The Nook Tablet will have to be configured with several accounts to have access to the same volume of content, and then the content will be available via a spread across multiple channels.
  • Chippy: Fragmentation is a real issue when it comes to developing apps which, in turn, affect the value of the whole Android product range. ICS is the right step, almost a first step, in removing some of the fragmentation but we must not forget that screen sizes, processing capabilities, and sensors all cost development and testing time and are part of the fragmentation problem. ICS development will remain focused on handsets first until the numbers rise significantly. The screen-size/platform fragmentation will remain in the Android ecosystem so Google has to make it as easy as possible to develop. That means fast, quality dev tools and emulators.

What are your current Android devices of choice (tablets and smartphones)? What is your projected next Android acquisition and why? What are your thoughts on Android Tablets as media consumption devices versus their utility for productivity?

  • Ben: I haven’t yet found an Android smartphone or tablet that has quite cut it for me, but I also feel like I have no need for a tablet at the moment, it is too redundant between my smartphone and laptop. It’s quite possible to get done work on tablets, regardless of the platform, but it really comes down to the applications and how well they run on the hardware.
  • Damian: The Asus Eee Pad Transformer with keyboard dock is my current tablet but I am in the market to pick up for an Asus Eee Pad Slider. I don’t need the extra battery life the keyboard dock gives me and I don’t want the extra weight either but I love having the ability to use a full keyboard. What I’d like is a touch screen with a full keyboard when I need it without having to carry around a dock or external keyboard and this is what the Slider gives me. I’m also relatively happy with the build quality and Android implementation that Asus did. The Slider has a full sized USB port – killer feature on a tablet. If you want to provide a level of productivity capability at any volume and have a chance in the enterprise market, manufacturers need to make tablets with a keyboard and possibly a stylus – there I’ve said it start the flames :). I run a Motorola Atrix 4G for business and personal use and it is the best phone I have had to date. I sold an iPhone for the Nokia N900 and the Nokia for the Atrix and I have never looked back. Fantastic hardware coupled with a great implementation of Android and cool, very functional accessories make this a very productive and useful phone. I have yet to defeat the phone with any media format or file type and I credit Motorola with doing a great job of implementing Android and a fantastic out of the box Android experience.
  • Jerry: My current kit includes an HTC Evo 3D as my primary smartphone and a Samsung Nexus S 4G as my secondary, both on Sprint. My tablet kit consists of the Lenovo ThinkPad Tablet 16GB, the Acer Iconia Tab A500 16GB, and the Motorola Xoom 3G. The two phones break even as far as the one of choice. I like the stock Android load on the Nexus, and I prefer the display over the one on the Evo 3D. But I like the Evo for its faster processor and speed, and the availability of the 3D camera. Amongst the tablets, while I like them all, my ThinkPad is the device I carry with me every day and I love the utility of digital inking on it over using a capacitive stylus with the Xoom or Iconia. When I originally drafted this, I thought my next acquisition was going to be a Samsung Galaxy Tab 8.9. I mainly wanted it to replace my iPad, which recently died, with  a smaller form-factor option for increased portability. Instead I grabbed a Kindle Fire. It is a lot easier to grab and carry than some of my 10″ devices. I have access to the right amount of my cloud services and content that it makes sense for me to grab it as I head out the door probably about 50% of the time. My initial hour after waking in the AM is spent using the Kindle Fire to read content, communicate with friends, colleagues, and co-workers, and plan out events for the day.
  • Chippy: 15 minutes before writing this sentence I was given an iPad 2. Let’s see what happens in the following weeks but I’m currently writing this text on the Galaxy Tab 7 and I suspect that my mobile productivity will remain in this 7″ space due to size and ease of thumb-typing. Currently that means an Android-based solution. I don’t use an Android phone because of short battery life and poor cameras. Yes, I was locked-in by a test of a Nokia N8 which I still think is a fantastic cam/phone. I’m currently looking at the Galaxy Tab 7 Plus and Galaxy Tab 7.7 as a future upgrade possibility but I may wait for proven Ice Cream Sandwich products first as, to be honest, the Galaxy Tab 7 is still working well for me as a productivity, media consumption, reading and social networking device, despite still running a 2.x build of Android.

15 Comments For This Post

  1. ctcsme says:

    Good artilce and insights. So many Android tablet choices with so many differnt verision of Android with a new version coming out almost monthly, the overwhelmed shoppers trying to figure out which one to buy, will feel more comfortable with buying the only choice from Apple, the i-Pad.

  2. Ben_Voigt says:

    For months I’ve been ranting about the lack of a full-featured office suite on any of the tablet OSs.

    Then last night an epiphany hit me. I’m an Android/Win user, but yesterday my search for a tablet drew me into the waters of the iPad. Again, I have to say, as several friends of mine use and love that thing, so then and again I was looking at it. But that’s not the point.

    I need a full office suite this spring for an assignment at university, so I’m checking for options at the moment – or to be more honest, I’m looking for an excuse to buy a tablet over my 7″ SGT. ;)

    So yesterday I was viewing a review of Pages on an iPad, and it became apparent, that this piece of software was still not able to deliver what I needed.

    But then it hit me. What I needed would require either many taps through cryptically named menus, or several tapable options taking away screen estate. Given that in most usecases the OSK would again take away screen estate, I can understand, that tablet office suites have been kept on a “edit small corrections”-only level.

    It’s the input method that’s incompatable with what I want, not the form factor, or the masses.

    A finger is never as precice as a mouse cursor, so menu options are bigger even on smaller screens.

    This problem won’t be overcome by a Win8, nor by porting MS Office 2012 to other devices.

    It is once again “form follows function”, and this form factor does not support this functionality.

    It’s not bad. We just have to realize it. And most of us have. How often did I read “Win7 is not touch-friendly”.
    But it is not Win7, that is not touch-friendly. It’s the options it provides us when running it.
    I completely agree, when you now point out that most programs don’t provide that many options, and most people won’t ever use all the options provided.

    But in the case you need these options – as in my case with my assignment -, you won’t get them in a touch-friendly way, or at least not using the input methods currently given.

  3. says:

    1. the issue of fragments, mentioned by Chippy, is a minor one given that Google has provided a lib for backporting support as far as 1.6.

    2. on the issue of version fragmentation that Jerry brings up is a natural effect of the non-coordination between Google and device manufacturers. Apple have the benefit of doing everything in house, and so can announce when things are ready to ship (or never, if the idea flounders). But with Android, Google announces a new version ever so often and at best talks to whatever company, lately Samsung, they have partnered up with to make a launch device like the nexus prime. The rest are left to start their R&D of the products as they see fit. And such a process may take a year or more depending on size of company and other factors. End result is that devices ship with “ancient” versions of Android. The worse issue is that the device then may never see a firmware upgrade, as that is a pure money sink with little chance of ROI.

  4. Chippy says:

    Back compatibility doesn’t help. The problem is that very few isvs are developing for the large screen. Productivity apps just aren’t happening in quantity or quality.

  5. says:

    the age old chicken and egg issue? They need to see the tablets sell before they bother to start developing, but the tablets are not selling because people are waiting for the “killer apps”? Also, i think Google foobared the emulator when honeycomb first shipped. There was a whole lot of noise about the honeycomb interface being horribly slow within it for instance. Not checked to see if that has improved with ICS tho.

  6. Chippy says:

    Agreed. The emulation tools for honeycomb/tablets are always highlighted as being super slow.

  7. says:

    Just had a look at them again, what seems to be the issue is that the current Android image used as the basis for emulation is not GPU accelerated. End result is that one can’t really get a proper feel for the app on a Android tablet without actually running it on a tablet.

    Btw, it seems more of the more interesting office suites, polaris office, is only available as a OEM bundle. The captain Picard gesture comes to mind…

  8. Vakeros says:

    I think a whole lot of this is image.
    Apple have done a far better job with presenting themselves as the solution than any Android company.
    I went to a school that uses iPads a found out what software they actually use for boosting productivity of their Senior Management (including Head – Principal in the US.)
    Everything they ran is available on Android. I know because I had already installed most of it on my Galaxy S.
    The Transformer Prime and Slider would be way better for these people to use as they could actually be more productive with them (as a keyboard is much more important for productivity as against consumption.)
    As the Transformer is an unknown beast which costs the same as a basic iPad in the UK – they naturally went for the iPad. In addition Apple have seen the Education Sector as a market they can move into – so they sell units for charging 16 of the units at one time. Not seen anything like this for any Android tablets.
    Many people I know (who aren’t geeks) find Apple’s more complicated to use than Android and basically think of them as rubbish – now they have bought them. This is in part due to what they do know about using PCs, which has a certain way of being used.

  9. Chuck Daly says:

    I agree with Vakeros. Image has dictated the success an failure in the “Tablet market” from the beginning.

    Here’s my quick analysis of the media’s impact on the tablet market. Before the iPad, most android tablets were labelled MIDs or PMPs, and the only devices labelled ,”Tablets” were windows based slates. The iPad came along and behold, the first non-windows tablet. The vast majority of reviews were glowing with a few dissenting reviews that were cautiously reserved at worst. The largest media outlets now use the iPad as a measuring stick. Reviewers tech bloggers diminish the iPad’s lack of certain wanted features, because,”What it does, it does so well”. New competitive tablets must possess all features of the iPad, while the addition of features lacking on the iPad are described as only nice additions.
    The media has never given a compelling reason for a consumer to buy anything other than an iPad, or even a 7″ tablet for that matter. In the US, consumers make up their minds about tablet purchases long before they have the ability to try out a product first hand.

    Fragmentation is the primary reason for Android’s smartphone success. It created choice for consumers, Android phones come in all shapes an sizes, and most important pricing from hundreds of dollars/Euros, to free. Issues with app parity across android isn’t discovered by most consumers for long after the purchase.

    Regarding Ecosystems, the iPad and iPhone became huge successes before either had a significant amount of apps available for it. Heck, the iPhone launched without an appstore.

    Lastly, the 7″ form factor is the ideal size for mobile productivity, but it will never be successful in the US due to the media bias against it.

  10. says:

    The way i see the media fixation with Apple is related to the long time use of Apple products in media work, much thanks to Adobe and other companies (Photoshop has been on Apple computers since the BW Mac days). End result is a self-reinforcing loop as the old media hands go on to teach classes of new media people, recommending Apple products as that is what the old hands know inside and out. And this also leads to them keeping a close tab on what Apple comes out with. Hell, i keep noticing the fruit logo on the back of a lot of computers used in ads for other products, sitting on desks in tv studios and so on here in Norway. And that is a nation that basically runs on Windows! The only time i have read about a school buying a large number of Apple computers was when they refurbished their media lab! The rest of the time it is all Windows.

    What was funny tho was that when Adobe demoed their tablet apps, they did so using a stylus on a live Samsung tablet running Android. I think the close relationship between Apple and Adobe is souring.

  11. says:

    The thing about keyboards is that ipad introduced the long wanted ability to use bluetooth keyboards to all ios devices. And i think a lot of people recommend the Apple bluetooth keyboard, normally found alongside imac, for use with tablets of all stripes because of the size and weight.

    And given that Android tablets more often then not can charge from USB, i think there will be no real need for a special charging devices for multiple tablets at once.

  12. Aron says:

    Thanks in a big part to Chippy I am a happy Galaxy Tab 7″ user. I agree that Android requires tuning and selecting the right programs, but once it is done it becomes an almost full PC in the pocket and more.
    Must haves:
    Dolphin HD
    Hacker’s keyboard
    Long text viewer
    and many others.

    There are some strange things which you have to learn to survive: e.g. Gmail on the web is painful of you use desktop agent in Dolphin, but a joy with android agent… strange, but surviveable…

    I started to use the phone and 3g option a while ago and it is just superb to have a skype video capable full pc in my pocket.

    As for the iPad I think I need the flash option for full web experience, although Adobe decided to give the mobile flash to Microsoft only!

    As only win8 tablets will be flash capable soon…

    Big marketing chance for MS…

  13. animatio says:

    fragmentation is th keyword and the very caveat with android.
    it concerns size, device categories, os versions and quite an amount of lack of cross-version compatibility and last not least the ultrashort version successions (means life cycle) of the os. this ia a real night mare for developers of software as well as the whole industry of producers of accessories. that said for me the android habitat is a fire and forget market for vendors as well as consumers. compare this to windows where an almost 14 years stable situation for the consumer / client had been achieved in regard of development usability of software. alost the same might be said for linux and mac os. none of this with android so far.

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  15. Lopez Research says:

    Android tablets may not be up to Parr in people’s minds just yet, but they only just took off within the last year or so. The way people have reacted to them however is entirely different. We expect, that tablets are still going through intense moderation processes according to what people value. People look for different aspects within their mobile devices, therefore creators are learning to meet these needs. Tablets in many ways are on fire because they allow for a new level of interaction. The frustrations voiced by consumers about their glitches have not gone unheard by the manufacturers. Expect great things this year. Excellent discussion here everyone. We enjoyed learning your perspectives of the tablet industry.

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