Tablet shipments surged by 20.4 percent year-over-year, totaling 39.6 million units in Q3 2024, IDC said. The growth in the global tablet market is partly attributed to easier comparisons due to a weak market in 2023, as well as supply chain optimism and preparations for holiday promotions.
Artificial intelligence is becoming more prevalent in tablets. While it’s early stages for most, Microsoft Surface devices are leading with Windows detachable Co-Pilot+ integration, sparking consumer interest and potential for higher average selling prices (ASPs).
Apple shipped 12.6 million units, growing by 1.4 percent year-over-year. Strong back-to-school sales helped the iPad Air, though the high-priced iPad Pro underperformed in emerging markets.
Samsung shipped 7.1 million units with 18.3 percent growth. Their premium Galaxy Tab S10 models saw strong sales, especially in lower-end Galaxy A9 models. Commercial deployments contributed to Samsung’s success.
Amazon climbed to third place, shipping 4.6 million units with a staggering 111.3 percent growth. The refreshed Fire HD 8 model and two Prime Day events significantly boosted sales and market share.
Huawei ranked fourth with 3.2 million units shipped and a 44.1 percent growth, driven by new launches in both consumer and commercial sectors, particularly the competitively priced MatePad SE 11.
Lenovo dropped to fifth but still saw a 14.7 percent increase in shipments, totaling 3 million units. Growth was notable in the PRC and Western Europe, particularly in commercial markets.
IDC highlights opportunities for vendors in sectors like education, entertainment, gaming, healthcare, and AI-powered features, which are likely to attract consumers willing to pay a premium for advanced capabilities.
“Innovations in AI have begun to attract consumers willing to pay a premium price. As AI features and applications grow, more consumers will prioritize these advanced capabilities in their next purchase,” Anuroopa Nataraj, senior research analyst with IDC’s Mobility and Consumer Device Trackers, said.
