Global Tablet Market in 2024: A Detailed Look
Overall Market Growth
The global tablet market experienced significant growth in 2024, with a total of 147.6 million units shipped worldwide. This represents a 9% increase compared to the previous year. The final quarter of the year (October to December, or Q4 2024) alone saw 39.9 million tablets shipped, a 5.6% increase compared to the same period in 2023. This growth indicates a continued demand for tablets across various sectors.
Market Leaders and Their Shares
The market was dominated by a few key players, with Apple taking the lead by a considerable margin. Let’s break down the top five brands:
Apple’s Dominance
Apple secured the top position with an estimated 56.9 million tablet shipments, translating to a substantial 38.6% market share. This demonstrates Apple’s strong brand recognition and the enduring popularity of its iPad lineup.
Samsung’s Strong Showing
Samsung followed in second place, shipping an estimated 27.8 million tablets and capturing 18.8% of the global market. This substantial market share underscores Samsung’s competitiveness in the tablet sector.
Huawei and Lenovo’s Close Competition
Huawei secured the third position with 10.4 million units shipped, representing a 7.3% market share. Lenovo closely followed, also shipping 10.4 million units, but with a slightly lower market share of 7.1%. This highlights the intense competition among the leading brands.
Xiaomi’s Rapid Growth
Xiaomi rounded out the top five, shipping 9.2 million tablets, a 6.2% market share. The company’s remarkable 73.1% annual growth is noteworthy. This significant increase in shipments allowed Xiaomi to surpass Amazon and its Fire tablets, pushing Amazon out of the top five.
Top Five Brands: A Summary Table
| Brand | Shipments (Millions) | Market Share (%) | Year-over-Year Growth (%) |
|---|---|---|---|
| Apple | 56.9 | 38.6 | |
| Samsung | 27.8 | 18.8 | |
| Huawei | 10.4 | 7.3 | |
| Lenovo | 10.4 | 7.1 | |
| Xiaomi | 9.2 | 6.2 | 73.1 |
Factors Influencing Market Growth
Analysts at Canalys attribute the overall market growth to several key factors:
PC Market Refresh Cycle: The global refresh cycle in the personal computer market positively impacted tablet demand. This suggests that individuals and businesses looking to upgrade their computing devices may have opted for tablets as a complementary or alternative solution.
Corporate Demand: The report forecasts growth in corporate tablet demand in 2025. This suggests a growing adoption of tablets in professional settings, potentially driven by increased remote work and the need for mobile productivity solutions.
- Consumer Market Constraints: In contrast to the positive outlook for corporate demand, the analysts predict constrained performance in the consumer tablet market in 2025. This potentially indicates a leveling off or slight decline in consumer tablet purchases after the significant growth seen in 2024.
Conclusion: A Dynamic Market
The 2024 global tablet market demonstrates a complex interplay of factors influencing its growth. While Apple maintains a dominant position, other brands like Samsung, Huawei, Lenovo, and Xiaomi are actively competing for market share. The ongoing impact of the PC market refresh cycle and the projected divergence between corporate and consumer demand will continue to shape the landscape of the tablet market in the coming years. The impressive growth of Xiaomi specifically highlights the dynamic nature of the market and potential for disruption from newer players.
