Worldwide tablet shipments grew by an impressive 11% year on year in the third quarter of 2024, according to Canalys data. This marks the third consecutive quarter of growth, buoyed by resurgent consumer and commercial demand. The return to school, preparations for the holiday season, and increased IT spending have all contributed to this upswing in the tablet market.
“Bundling offers and aggressive promotions across various markets have helped drive tablet shipments in a challenging spending environment,” said Canalys Research Manager Himani Mukka. Mukka noted that retailers globally had increased inventory ahead of the holiday season, hoping early discounts would spur purchases. “Whether it’s Black Friday or Cyber Monday in Western markets or China’s Singles’ Day, vendors are gearing up for these events to encourage users to upgrade older tablets,” she explained.
Demand Surges Across Consumer and Commercial Sectors
This surge isn’t just coming from consumers eager for new tech; commercial sectors are also investing in tablets to support digital transformation efforts. Education, healthcare, and retail have all turned to tablets to enhance operations and service delivery, with organisations expanding their digital strategies to incorporate these versatile devices. In education, tablets have proven valuable for in-person and hybrid learning environments, while healthcare providers are using them to streamline patient data management and improve service efficiency. Retailers, too, are adopting tablets for in-store operations, boosting customer service and transaction ease.
The uptick in commercial demand reflects a broader push across sectors to modernise and digitise, regardless of the economic climate. Mukka noted that this demand for tablets isn’t isolated to specific regions but rather spans global markets, suggesting a long-term role for tablets as essential devices in various industries.
Competitive Landscape: Apple, Samsung, and Rising Stars
Apple continues to lead the global tablet market with a commanding 36% market share, shipping 13.6 million units this quarter. The latest iPad mini, featuring Apple Intelligence across the full iPad lineup, has strengthened Apple’s competitive edge, making the device appealing to both loyal users and new adopters.
Following Apple, Samsung shipped 6.9 million units, marking a 12% year-on-year growth. With a wide-ranging product portfolio that appeals to both high-end and budget-conscious consumers, Samsung maintains a strong second position. Meanwhile, Lenovo, Xiaomi, and Huawei are leveraging competitive pricing and targeted product launches to gain ground. Lenovo saw 14% growth, aided by its educational and business-oriented tablets. Xiaomi, the fastest-growing brand this quarter, saw a remarkable 58% increase in shipments thanks to new releases and attractive pricing. Huawei, too, performed well, shipping 2.9 million units for a 29% growth, appealing particularly to cost-conscious markets.
| Worldwide tablet shipments (market share and annual growth) Canalys PC Market Pulse: Q3 2024 | |||||
| Vendor | Q3 2024 shipments | Q3 2024 market share | Q3 2023 shipments | Q3 2023 market share | Annual growth |
| Apple | 13,591 | 36.3% | 13,547 | 40.1% | 0.3% |
| Samsung | 6,886 | 18.4% | 6,127 | 18.2% | 12.4% |
| Lenovo | 2,974 | 7.9% | 2,600 | 7.7% | 14.4% |
| Huawei | 2,867 | 7.7% | 2,227 | 6.6% | 28.8% |
| Xiaomi | 2,563 | 6.8% | 1,618 | 4.8% | 58.4% |
| Others | 8,549 | 22.8% | 7,630 | 22.6% | 12.1% |
| Total | 37,430 | 100% | 33,749 | 100% | 10.9% |
| Note: Unit shipments in thousands. Percentages may not add up to 100% due to rounding.Source: Canalys PC Analysis (sell-in shipments), November 2024 | |||||
Rising Demand Despite Economic Headwinds
Tablets’ growing appeal amid inflation and rising living costs in various regions is noteworthy. Even where economic pressures have made consumers cautious, vendors have managed to drive demand through bundling deals and promotions. “Discounting has started earlier than usual this year, as vendors aim to encourage spending ahead of 2025,” Mukka explained, noting that both product innovation and pricing strategies are contributing to tablets’ appeal.
With the holiday season around the corner, the tablet market’s trajectory suggests robust sales opportunities. Whether through targeted discounts, attractive bundles, or new launches, retailers are aiming to meet demand across consumer and business sectors, positioning tablets as versatile, functional devices for today’s needs.
Outlook for 2025 and Beyond
As the market continues to experience growth, the outlook for tablets appears promising. Canalys analysts predict that end-of-year shopping events and ongoing digital transformation efforts in commercial sectors will fuel demand into 2025. Tablets’ increasing role in hybrid work and digital-first educational setups cements their status as key tech devices, suitable for a variety of needs and budgets.
This upswing could mean a sustained place for tablets, not just as consumer devices but as integral parts of commercial operations, educational frameworks, and healthcare systems. For now, it appears that tablets are far from fading away—they’re solidifying their role in an ever-evolving tech landscape.