Android tablets enjoyed a 43 percent global market share in Q1 1013, while Apple iOS maintained its leadership at 48 percent and Windows secured a 7.5 percent global share, according to the Strategy Analytics research firm. "Global branded tablet shipments reached an all-time high of 40.6 million units in Q1 2013, surging 117 percent from 18.7 million in Q1 2012. Demand for tablets among consumer, business and education users remains strong," said Peter King, Director of Tablets at Strategy Analytics.

"Apple produced a solid performance this quarter as the Mini had its first full term and shipped a robust 19.5 million mixed iPads worldwide maintaining market leadership with 48 percent share during the first quarter of 2013. Android captured a record 43 percent share of global branded tablet shipments in Q1 2013, rising from 34 percent a year earlier. Global Android tablet shipments increase 177 per cent annually to 17.6 million units," he added.

Microsoft captured a niche 7.4 percent global tablet share in Q1 2013. Very limited distribution, a shortage of top tier apps, and confusion in the market, are all holding back the shipments, the research firm says.

Whan White-Box tablets are added into the mix, Android market share of the total tablet market increases significantly to 52% and iOS slips to 41%, as the bulk of the White-Box tablets are Android low budget models aimed at a different market to the branded tablets. A white-box tablet is a product produced by one company (the manufacturer or ODM) that other companies (the vendors or OEMs) rebrand to make it appear as if they made it. White box tablets invariably use different components to branded tablet in order to keep costs to a minimum.