Global tablet shipments experienced a notable year-over-year increase of 22.1% in the second quarter of 2024 (2Q24), reaching a total of 34.4 million units, according to preliminary figures from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker. This growth was driven by favorable comparisons with the previous year’s figures, product refreshes from major vendors, and a combination of replacement cycles and inventory replenishment. However, current shipment levels are comparable to those seen before the pandemic rather than the record-breaking sales observed during that period. In comparison to 2Q19, which saw shipments of 32.5 million units, 2Q24 results benefited from Apple’s product updates and the rising popularity of detachable tablets from Samsung and Huawei.
2Q24 Company Highlights
- Apple led the market with 12.3 million units shipped, marking an 18.2% year-over-year increase. The introduction of the 11″ and 13″ iPad Air and iPad Pro models helped the company achieve growth, although it faced competitive challenges in China from local brands like Huawei and Xiaomi.
- Samsung followed with 6.9 million units shipped, reflecting an 18.6% year-over-year growth. Despite no major new product launches, the company’s growth was driven by several commercial deployments and a favorable comparison to 2Q23.
- Lenovo secured the third position with a 16.7% increase in shipments, totaling 2.5 million units. The company’s detachable tablets saw a significant annual growth rate of 39.7%, compared to a more modest 11.7% for its slate tablets.
- Huawei ranked fourth, with a robust 40.3% year-over-year growth and 2.3 million units shipped. The launch of the MatePad 11.5S and strong online promotions in China contributed to this performance.
- Xiaomi rounded out the top five, with shipments growing 94.7% year over year to 2 million units. The company made significant strides outside China, particularly in the European market, with notable gains in countries such as Russia, France, Germany, Italy, and Spain.
According to Anuroopa Nataraj, senior research analyst at IDC’s Mobility and Consumer Device Trackers, “The 2Q24 results indicate that the tablet market has moved beyond the pandemic. We anticipate that the ongoing refresh cycle and growth in emerging markets will continue to support recovery in the near term. While new market entrants focus on global expansion, established leaders are enhancing technology, such as OLED displays for iPad Pros, and leveraging emerging technologies like AI to meet the demand for premium devices. The long-term success of the market will depend on vendors’ ability to innovate and differentiate their products.
