IDC says that two marketplace forces are causing this reduction in the rate of tablet sales growth:
- During 2012 and 2013, consumers looking for low-cost tablets had a lot of choices. In 2014, tablet manufacturers are not offering low-end devices at bargain-basement prices. And without the low prices to entice first-time tablet buyers, the growth rate in overall tablet sales will decline in 2014.
- Consumers who previously bought high-end tablets don't feel the need to upgrade to newer models. The latest models don't offer significantly more functionality than the 2012 and 2013 models. Until there's a strong reason to buy a new high-end tablet, current owners will keep their existing devices.
Tablet sales are strong. But 2014's growth rate in sales is much weaker.