- · Tablet sales declined 11% due to slow demand
- · Apple and Samsung maintain strong market leadership.
- · Chromebook shipments grew 1% driven by education demand.
Sandton- Tablet sales across the globe are slowing down according to the latest report from Canalys, but Apple and Samsung remain firmly in the lead despite declining shipments. Overall, tablet shipments fell 11% year-on-year to 31 million units in Q2 2023, the lowest quarterly volume since early 2020.
Various factors are contributing to the slump in tablet sales. Customers' appetite for new devices has slowed as the novelty of tablets has worn off. Rising inflation and economic uncertainty are also causing consumers to put off upgrading. Back in their heyday during the pandemic, tablets offered an affordable alternative for remote work and learning. However, as people return to offices and schools, the need for tablets has diminished.
Apple shipped 12.3 million iPads in the quarter, though that was a 14% decline, the company still commands nearly 40% of the global tablet market. Samsung came in second with 6 million tablet shipments, also down 14% year-on-year. Amazon and Lenovo saw the largest shipment drops among major vendors at 33% and 39% respectively.
The report suggests that tablets still have a role to play in the consumer, education and business sectors. New product launches and promotions from vendors in the second half of the year could boost demand. However, the productivity gap between tablets and PCs is widening as Intel and AMD advance their AI PC technologies.
In contrast, Chromebook shipments grew 1% to nearly 6 million units driven by education demand in North America. HP led the market with over a 10% share as shipments climbed 69%. Lenovo and Dell came second and third respectively.
The message for cellphone retailers is clear: Apple and Samsung tablets remain the safest bet due to their dominant market shares and strong brand loyalty. While the tablet market is slowing, these brands are well poised to capture future growth opportunities. For Chromebooks, HP and Lenovo models offer the most stability given their leadership positions. However, examine total cost of ownership factors carefully as Chromebook lifespans remain a concern.
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