Apple's iPad is almost single-handedly pushing the media tablet sector to new heights, according to figures released on Tuesday by IDC.
Shifting 4.2 million iPads in the third quarter of 2010 alone, Apple accounted for 87.4 percent of the media tablet sector worldwide. Overall, 4.8 million tablet devices were sold in Q3 2010, up from 3.3 million in Q2.
"The media tablet market's rapid evolution will continue to accelerate in 4Q10 and beyond with new product and service introductions, channel expansion, price competition and experimentation with new use cases among consumers and enterprises," said Susan Kevorkian, research director, Mobile Connected Devices at IDC.
IDC's Worldwide Quarterly Media Tablet and eReader Tracker defines a media tablet as a device with a screen between 5in and 14in running lightweight operating systems such as iOS or Android OS.
However, the figures do not include what IDC defines as tablet PCs, which run a full PC operating systems and are based on x86 processors.
IDC also said that global ereader shipments increased to 2.7 million units in Q3 2010, representing 40 percent growth over the previous quarter. Amazon's Kindle still dominates the ereader market with a 41.5 percent share.