Worldwide tablet shipments grow in Q1 2024 after two years of decline

• The worldwide tablet market has reported growth for the first time since Q2 2021.
• 30.8 million tablets were shipped worldwide during Q1 2024.
• Apple and Samsung continued to dominate the market, with a combined market share of over 50%.

After over two years of decline, the worldwide tablets marker has finally shown some signs of recovery, recording a 0.5% year-on-year growth in Q1 2024. Tablet shipments had hit a 12-year low in 2023 after a sharp decline in shipments.

According to a report by IDC, 30.8 million tablets were shipped worldwide in Q1 2024, up from 30.6 million devices shipped in Q1 2023. This marks the first quarterly growth in shipments since Q1 2021.

While the tablet market is not expected to reach the levels recorded during the pandemic with an increase in online education and work-from-home, the increase in shipments is part of a refresh cycle.

"The tablet market started showing signs of recovery in the first quarter. The real gains will come from the next refresh cycle, followed by growth within commercial segments as more tablets are used in the education sector and the gig economy," said Anuroopa Nataraj, senior research analyst, IDC.

Xiaomi records the highest growth in shipments

Units in million, Source: IDC

Apple, which currently leads the market reported an 8.5% decline in shipments from 10.8 million in Q1 2023 to 9.9 million in Q1 2024. Apple’s poor performance has been attributed to the absence of new models from the company and the overall economy.

Samsung on the other hand reported a decline of 5.8% from 7.1 million units shipped in Q1 2023 to 6.7 million units in Q1 2024. Similar to Apple, the lack of new products is the reason for Samsung’s decline in shipments.

Huawei shipped 2.9 million units in Q1 2024, up from 2 million units in Q1 2023, recording a 43.6% growth in shipments.

Lenovo reported a slight increase in shipments at 13.2%, shipping 2.1 million units in Q1 2024, up from 1.9 million during the same period last year.

Xiaomi recorded the highest growth at 92.6%, shipping 1.8 million devices, up from 0.9 million units. Xiaomi has reportedly grown in triple digits in nearly all of its markets outside China.

Apple and Samsung occupy over 50% market share

Source: IDC

The tablet market is currently dominated by Apple and Samsung. The two companies hold a combined market share of over 50%.

Apple and Samsung are both expected to soon launch new tablets, which are likely to be packed with AI features. Large smartphones, such as foldables and thinner laptops have reduced the popularity of tablets.

While companies like Samsung, Huawei and Xiaomi have their foldable phones, Apple is still lagging in this department.

“The attrition driven by competition from PCs and smartphones will contribute to a lacklustre outlook for the tablet market. That said, there is potential upside driven by AI capabilities similar to what's expected in other device types,” added Nataraj.

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