The global tablet market experienced a significant rebound in the third quarter of 2024, with shipments increasing by 20.4% year-over-year to reach 39.6 million units, according to the International Data Corporation (IDC). This surge comes after a relatively sluggish 2023, a year marked by a rare absence of new iPad releases from Apple.
Apple, despite facing increased competition, maintained its position as the leading tablet vendor in Q3 2024. The company shipped 12.6 million iPads, driven by strong back-to-school sales and the launch of the new iPad mini featuring the A17 Pro chip. However, Apple’s market share dipped to 31.7% from 37.7% in the same period last year. This shift reflects the growing strength of competitors like Samsung and Amazon.
Samsung secured the second spot with 18.3% year-over-year growth, shipping a total of 7.1 million tablets. The company’s performance was fueled by both its premium offerings, such as the Galaxy Tab S10 Ultra and S10+, and its more budget-friendly Galaxy Tab A9 series. Despite the solid growth, Samsung’s market share slightly decreased to 17.9% as the overall market expanded.
Amazon emerged as a strong contender in the tablet space, more than doubling its shipments compared to Q3 2023. The company shipped 4.6 million tablets, capturing 11.6% of the market share. This impressive growth can be attributed to the refreshed Fire HD 8 tablet, which incorporates new AI capabilities, and successful sales events like Prime Day.
Huawei and Lenovo rounded out the top five vendors in the global tablet market. Huawei demonstrated remarkable growth, with shipments increasing by 44.1% year-over-year, reaching 3.3 million units. Lenovo, while still experiencing growth, slightly underperformed compared to the overall market expansion, shipping 3 million tablets in Q3.
IDC analysts highlight several factors contributing to the positive trends in the tablet market. These include increased demand for educational and entertainment purposes, growing integration with other devices, and the adoption of tablets in healthcare settings. Furthermore, the incorporation of AI-powered features is attracting consumers and driving demand for more sophisticated tablet experiences.
The tablet market appears poised for continued growth as vendors innovate and cater to evolving consumer needs. With the holiday season approaching, it will be interesting to observe how the market dynamics further evolve in the coming months.
