Tablet unit sales across UK distribution decreased 34.6 per cent year-on-year in the first eight weeks of Q3 2014.
Analyst Context told PCR the decline was primarily driven by a 'huge drop' in sales of Android-based systems, which were down 50.5 per cent year-on-year during the period, a notable change from the growth registered in Q2 2014.
Meanwhile, iOS has registered a 13.5 per centy year-on-year growth in early Q3 2014, which has resulted in a rise in consolidated tablet ASPs (average selling prices), from £176 in early Q3 2013 to £193 this year.
The rise in the ASP has meant that the revenue decline was not as heavily influenced as the unit decline, with a 25.5 per cent year-on-year decline recorded in early Q3 2014.
"Overall, as saturation levels increase in the mature markets and tablet replacement cycles turn out to be longer than expected, we are starting to witness declines that are a far cry from the strong growth rates registered a year ago," said Context in a statement.