The latest quarterly data from Canalys shows that the tablet market has seen a healthy boost, recording 1% year-on-year growth in the first quarter of 2024 after four consecutive quarters of market contraction.
During the first three months of 2024, the analyst firm recorded a total of 33.7 million tablet shipments, up slightly from 33.4 million in the first quarter of 2024.
Remarkably, the increase in shipments is partly due to new entrants to the market, with Apple’s market share falling from 42% to 36% in 12 months.
People still buy tablets
Think of a tablet and chances are you think ‘iPad’. However, with no new models since October 2022, Apple’s market share fell by about 14% year-over-year, from 14.0 million to 12.0 million shipments.
Samsung retained its 20% share, with the likes of Huawei, Xiaomi and HONOR all seeing healthy growth, and vivo and OPPO also entering the market.
Canalys Research Manager Himani Mukka commented on the positive start to the year for the tablet market: “Despite the extended period of cautious consumer spending on tablets, suppliers have remained ambitious. New entrants to the market have continued to invest in the category, while traditional heavyweights deliver innovation to excite customers and drive new use cases.”
One notable development highlighted by Mukka is Apple’s expected introduction of OLED technology in its higher-end iPads, such as the Pro models. After about a year and a half of radio silence, Apple is expected to finally launch new iPad models during its May 7 “Let Loose” event.
Mukka also suggested that foldable designs and glasses-free 3D content could be a focus of tablet makers in 2024, along with 5G connectivity.
Overall, the tablet market has had a turbulent period, but these early signs of recovery, combined with the more budget-friendly nature of tablets compared to PCs in today’s troubled economies, could portend continued growth in the coming quarters.