Apple continues to dominate the tablet market

JP Morgan has upped its forecasts for tablet sales in 2011 to 51.9 million units, from 46.1 million previously, according to Mobile Insider.

Apple’s share is expected to remain steady at around 70.9% this year and drop to 62.8% next year. According to analyst Mark Moskowitz, there is no clear competition for Apple.

iPad rivals are struggling to gain traction, despite tablet advertising being deemed effective. According to ad effectiveness evaluation company Ace Metrix, the tablet category performs better than average among on-air spots.

The leading tablet ad so far this year is the ‘Feel Free’ spot for the Galaxy Tab. Ace gave Samsung a score of 650 for the ad, while the ‘It Becomes Delightful, Even Magical’ spot for Apple iPad took second place with 640.

Overall, Apple ads for the iPad had an Ace Metrix average of 627 for its five ads this year, ahead of Samsung’s 607 for its six spots. HP, which has run ads featuring celebrities such as Russell Brand, had an average score for its tablet promotions of 605. Blackberry ads averaged a score of 607.

So far in 2011, Ace has counted 35 TV ads for various tablet platforms. Ace Metrix CEO Peter Daboll, said: “Capturing consumers’ attention and willingness to try a tablet other than the iPad is the name of the game in this tablet war, and solid creative that conveys compelling advantages – like the ability to multi-task, size, ease of use – is just one factor in competing with the market leader.”

Ads from Toshiba, Kindle and Nook (along with select spots from HP and Blackberry) were among the lowest-rated ads in the competitive set.

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