Worldwide tablet shipments have seen a significant resurgence, increasing by 20.4% in the third quarter of 2024 (3Q24) with a total of 39.6 million units shipped, based on preliminary data from IDC’s Worldwide Quarterly Personal Computing Device Tracker. This growth comes in stark contrast to a sluggish 2023, making year-over-year comparisons favorable. The industry is buoyed by renewed supply-side confidence, thanks to a wave of product refreshes and strategic stockpiling ahead of major promotions and the holiday season. AI’s growing presence in the tablet market is stirring interest, although integration beyond Microsoft’s Surface series remains at an early stage. The enthusiasm around these technological advancements hints at higher consumer demand and potential average selling price increases.
Apple led the market with 12.6 million units shipped and a modest 1.4% growth year-over-year. The success of the back-to-school season bolstered the performance of the new iPad Air, but the high prices of the iPad Pro stifled its reception in emerging markets. Samsung followed with 7.1 million units shipped, boasting an 18.3% year-over-year growth fueled by the launch of premium Galaxy Tab S10 Ultra and S10+ models with AI features and strong sales of lower-end Galaxy A9 models across regions. Amazon.com reentered the top three with an impressive 111.3% growth, shipping 4.6 million units, largely driven by Prime Day deals and refreshed Fire HD 8 models with AI enhancements. Huawei retained its fourth position, achieving 44.1% growth and shipping 3.2 million units, thanks to a range of new launches such as the competitively priced MatePad SE 11. Lenovo, although moving to the fifth spot, still recorded a healthy 14.7% growth, shipping 3 million units with significant improvement in its commercial segment, particularly in China and Western Europe.
The competitive landscape underscores the shift in consumer expectations toward AI-enhanced functionalities. According to Anuroopa Nataraj, senior research analyst at IDC, the integration of AI features is proving vital for vendors seeking growth across sectors like education, gaming, and healthcare. The incorporation of advanced AI tools positions the market for continued innovation, fostering a willingness among consumers to pay premium prices for enhanced experiences.
Preliminary figures indicate that ‘Others’ category shipments grew by 21.8%, highlighting opportunities for smaller players. The total market share figures confirm a broad-based recovery, signaling sustained optimism and potential for further growth as AI technology evolves.
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