Tablets running the Android OS now account for over four out of every ten devices shipped, according to new research.
The Strategy Analytics group has claimed that the Google-built operating system's market share has risen to 41.3 per cent in Q3 of 2012.
That's up dramatically from the 29.1 per cent slice the platform held at the end of the same period last year.
Can Windows 8 have an impact?
With the iPad mini coming on Nov. 2, it's plausible that the Apple's share will push back towards last year's figure. Also, it's not like people are buying less iPads, just more tablets as a whole.
A lot will depend on whether consumers choose the 7.9-inch slate over the more affordable Android options from Amazon and Google..