The tablet market is showing signs of robust growth, with worldwide shipments reaching 39.6 million units in the third quarter of 2024 (3Q24), a 20.4% increase over last year, according to the International Data Corporation’s (IDC) latest report. This rise in shipments follows a weak 2023 market, making year-over-year growth appear especially positive. A combination of refreshed device offerings and preparation for holiday season promotions has spurred new consumer interest in tablets, providing a welcome boost to the industry.
AI Integration Fuels Market Optimism
Artificial intelligence (AI) is beginning to play a more prominent role in the tablet market, though integration remains limited to a few products. Microsoft’s Surface lineup, for example, prominently features AI-driven capabilities through its Copilot+ marketing. While other manufacturers are in the early stages of AI development, the technology’s inclusion is sparking optimism, both by piquing consumer interest and potentially allowing companies to introduce higher average selling prices (ASPs). IDC analyst Anuroopa Nataraj highlighted AI’s growing influence, noting that the new capabilities enhance the user experience and will likely become a key factor in consumers’ purchasing decisions.
Company Performances: Apple, Samsung, Amazon, Huawei, and Lenovo
- Apple: Apple shipped 12.6 million units in Q3, up 1.4% from last year, bolstered by the release of a new iPad Air model in time for the back-to-school season. However, its high-end iPad Pro series underperformed, particularly in emerging markets where steep pricing discouraged buyers.
- Samsung: Samsung experienced strong growth, with a year-over-year increase of 18.3% and shipments totaling 7.1 million units. The Galaxy Tab S10 Ultra and S10+ models, launched with AI features, attracted considerable attention. Samsung’s low-end Galaxy A9 tablets also contributed significantly to sales across various regions, while commercial deployments added to the company’s success.
- Amazon: Amazon saw a remarkable rise in tablet sales, shipping 4.6 million units—a 111.3% increase from the previous year. The company’s market share also expanded by 6 percentage points, thanks largely to Prime Day deals. Amazon’s refreshed Fire HD 8 model, incorporating new AI tools, was among the popular choices for consumers.
- Huawei: Huawei remained steady in fourth place with 3.2 million units shipped and an impressive 44.1% year-over-year growth. Its MatePad SE 11 model was particularly well-received for its affordability, helping Huawei strengthen its presence in both consumer and commercial markets.
- Lenovo: Despite dropping to fifth place, Lenovo still posted year-over-year growth of 14.7%, shipping 3 million units. Much of this growth stemmed from a lower comparison base in Q3 2023, along with improved performance in the commercial sector, particularly in the People’s Republic of China and Western Europe.
Market Outlook: Opportunities and Growth Drivers
IDC’s Nataraj outlined several promising opportunities for vendors aiming to expand in the tablet market. Collaboration with educational institutions, as well as tablet applications in entertainment, gaming, and healthcare, could drive substantial growth. Cross-device connectivity and increased functionality across sectors could make tablets indispensable tools in professional settings.
The continued integration of AI into tablet devices also promises to keep consumers engaged and willing to invest in premium models. As AI applications mature, more consumers will likely prioritize these features, especially for productivity and content creation. This development positions AI as a key factor that could shape future market growth, particularly as competition among brands intensifies in this growing segment.
Conclusion
The tablet market’s resurgence in 2024, marked by notable AI advancements and targeted product updates, highlights the sector’s potential for sustained growth. With manufacturers like Samsung and Amazon capitalizing on market dynamics and consumer interest in AI-powered tools, the industry is poised for a strong finish in the coming quarters. As vendors focus on expanding tablet capabilities and enhancing user experience, the next phase of tablet evolution promises to meet the needs of both new and loyal users.
