It seems like people aren’t spending their hard-earned money on tablet PCs. According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker, global tablet shipments experienced a significant decline of 17.4% year over year in the fourth quarter of 2023 (4Q23), totalling 36.8 million units. This marks the largest fourth-quarter decline in tablet shipments since 2016. Looking at the broader picture, calendar year 2023 witnessed worldwide tablet shipments totalling 128.5 million units, reflecting a substantial decline of 20.5% compared to 2022 and marking the lowest annual volume since 2011.
Despite the overall downturn in the market, Apple managed to maintain its leading position in the tablet market. However, the tech giant experienced notable declines in shipments both for the fourth quarter (-29.3%) and the full year (-19.8%). Although this decline led to a slight erosion in Apple’s market share for 4Q23, its full-year share remained steady at over 37% of the market. Meanwhile, Samsung held onto its second-place position with relatively stable results and minimal changes in its market share for both the quarter and the year.
In contrast, Xiaomi and Huawei emerged as bright spots in the fourth quarter, achieving solid growth rates of 35.0% and 21.2%, respectively. Xiaomi’s aggressive marketing strategies and expanding global presence enabled the company to displace Amazon from the top 5 tablet vendors in 4Q23, according to IDC. On the other hand, Huawei posted impressive results among the top 5 companies for the full year, experiencing a mere 4.0% decline in shipments year over year.
Why is the tablet market facing challenges?
“With no significant improvements to the economy and consumers allocating their money to things beyond consumer electronics, tablets may not be very high on the priority list. Project delays and spending freezes have also led to purchase postponement through much of 2023,” said Anuroopa Nataraj, senior research analyst with IDC.
IDC does expect things to improve in 2024 but challenges for tablet makers are expected to be around. “2024 is expected to show some rebound opportunities, provided the year is more economically sound. However, overall challenges remain in the tablet market, and technological advances around AI will likely focus more on the PC and smartphone for the next two years, but tablets will increasingly become part of that conversation,” added Nataraj.
Despite the overall downturn in the market, Apple managed to maintain its leading position in the tablet market. However, the tech giant experienced notable declines in shipments both for the fourth quarter (-29.3%) and the full year (-19.8%). Although this decline led to a slight erosion in Apple’s market share for 4Q23, its full-year share remained steady at over 37% of the market. Meanwhile, Samsung held onto its second-place position with relatively stable results and minimal changes in its market share for both the quarter and the year.
In contrast, Xiaomi and Huawei emerged as bright spots in the fourth quarter, achieving solid growth rates of 35.0% and 21.2%, respectively. Xiaomi’s aggressive marketing strategies and expanding global presence enabled the company to displace Amazon from the top 5 tablet vendors in 4Q23, according to IDC. On the other hand, Huawei posted impressive results among the top 5 companies for the full year, experiencing a mere 4.0% decline in shipments year over year.
Why is the tablet market facing challenges?
“With no significant improvements to the economy and consumers allocating their money to things beyond consumer electronics, tablets may not be very high on the priority list. Project delays and spending freezes have also led to purchase postponement through much of 2023,” said Anuroopa Nataraj, senior research analyst with IDC.
IDC does expect things to improve in 2024 but challenges for tablet makers are expected to be around. “2024 is expected to show some rebound opportunities, provided the year is more economically sound. However, overall challenges remain in the tablet market, and technological advances around AI will likely focus more on the PC and smartphone for the next two years, but tablets will increasingly become part of that conversation,” added Nataraj.
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