TMTPOST -- In 2024, Chinese manufacturers demonstrated strong performance in the tablet market, steadily narrowing the gap with global leaders. Xiaomi stood out with an impressive annual growth rate of 73%, dethroning Amazon to become the world's fifth-largest tablet brand. Huawei also posted a growth rate of 29%, climbing to third place globally. Lenovo, securing the fourth spot, shipped 10 million tablets, a year-on-year rise of 12%.
Apple saw a 14% jump in Q4 2024 and a 5.3% annual increase in shipments, thanks to the release of new iPad Mini and iPad Air models. Samsung maintained its position as the second-largest tablet brand globally, with 7.1 million units shipped.
In terms of growth rate, Xiaomi, Huawei, and Lenovo far outpaced Apple and Samsung in 2024.
As of the end of 2023, Apple claimed 40% of global tablet market share, but slid to 38.6% at the end of 2024. Similarly, Samsung's market share dropped from 19% to 18.8%. On the other hand, the global market share of Huawei, Lenovo, and Xiaomi jumped from 6.1%, 6.9%, and 3.9% to 7.3%, 7.1%, and 6.2%, respectively.
According to the latest data from Canalys, global tablet shipments in Q4 2024 grew by 5.6% year-over-year, with a total of 39.9 million units shipped. This brought the total shipments for the year to 147.6 million units, reflecting a 9.2% increase compared to 2023. And the growth was observed across all regions except North America.
As the PC market shifts towards a commercial replacement cycle, the demand for tablets is also gradually recovering, said Himani Mukka, a research manager at Canalys. A recent Canalys survey of channel partners revealed that 52% of commercial tablet vendors expect shipments to increase in 2025, 32% expect them to remain steady, and only 16% anticipate a decline. With IT investments expected to strengthen after prolonged budget constraints, demand for new devices across various industries and verticals is set to remain strong.
The competition in the consumer tablet market will be more intensified this year, but manufacturers can still seize opportunities in specific segments, Mukka added. Even in China, where government subsidies have significantly boosted electronics sales, tablet shipments in Q4 2024 recorded single-digit growth. However, as these subsidies will extend into 2025, manufacturers have the opportunity to further engage consumers.
The market is gradually shifting from traditional 10-11 inch screens to 11-12 inch models. Additionally, improvements in tablet performance and functionality have expanded their application in professional settings such as learning and office work. The increasing demand for eye protection and ease of use is driving the market toward even larger screens, prompting brands to invest in this segment.
Due to a surge in new product releases, China's 12-14 inch tablet market saw significant growth in Q2 2024. The 13-14 inch segment experienced a staggering 582.2% year-over-year increase in shipments. Xiaomi’s Redmi Pad Pro series jumped on the bandwagon, offering a diverse product line featuring large screens, premium models, and collaborations with popular IPs, effectively attracting young consumers.
The Chinese tablet market experienced another substantial growth in Q2 2024, marking the start of a new wave of device replacements and market expansion. Manufacturers' strategic planning has accelerated the industry's upgrade and development, Liu Yun, a senior analyst at IDC China noted.
Another major development for the tablet market is the integration of AI technology, which is expected to further drive growth. In the short term, AI may have a limited impact on the market, but in the long run, AI-powered features will influence tablet size, specifications, and pricing.
The second phase of AI integration in tablets will primarily involve technology transfers from PCs and smartphones. Early-stage AI-driven innovations will be crucial for unlocking the potential of tablets and enhancing brand competitiveness.
Canalys analyst Kieren Jessop pointed out that Apple has reaffirmed its commitment to the Indian market, one of the world's largest smartphone and PC markets. The company is expanding its operations and opening new stores to strengthen its presence in the region.
These developments show that the tablet market will continue its healthy growth trajectory in 2025. However, U.S. tariffs remain a potential risk that could impact demand, particularly for high-end devices, Jessop said.
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