Here’s an example, from YouGov in 2013, which showed Apple losing market share. Its share of the installed base had fallen, YouGov said, from 73% to 63% (note that unusually, this was an „installed base share”, not a „sales market share”).
YouGov’s UK tablet ownership share figures, showing Apple losing market share from 1Q 2012 to 1Q 2013. Photograph: Guim
And yet putting in the figures for how many units were bought showed that Apple had increased its installed base and increased its lead in that installed base. That’s counterintuitive. Yet it emerges directly from the calculation: the iPad installed base had gone from 2m to 5.3m; it had gone from having 0.6m more tablets than all its rivals combined, to having 3.1m more.
Excelent intregul articol! Explica foarte clar diferenta intre market share si installed base, intre sell-in si sell-through etc. „Lectura obligatorie” pentru oricine vrea sa inteleaga despre ce se scrie in rapoartele de piata, pe orice piata.