29 February 2020
It is a well-known fact that tablets never became as popular as companies were expecting in the early days but the more worrisome stat is that even that small market share is shrinking. As per IDC's latest Worldwide Quarterly Tablet Tracker report, the global tablet market saw a 1.5% reduction on a YoY (year-on-year) basis.
During Q4 2019, worldwide tablet shipments are recorded to be around 43.5 million units which itself is a 0.6% YoY decline. All top five global tablet brands have suffered the setback except for Apple and Lenovo. In complete contrast to the whole market, Apple registered an impressive 22.7% YoY growth during the holiday quarter. Its newly launched iPads were responsible for a massive 65% sale of the overall iPad shipment. As for Lenovo, it saw its market share grow from 5.3% to 5.8% on a YoY basis.
Samsung is one of the most well-known global brands and is the closest Apple rival. It shipped only 7 million units in the past quarter as compared to 7.6 million in Q4 2018. This is a 7.4% reduction in market share but the silver lining for the brand is that it still holds the second position in the table with a 16% market share.
The remaining two brands in the top five are Huawei and Amazon that hold the third and fourth position respectively. Both these brands have also seen their market share shrink but Amazon's decline has been more significant. It shipped only 3.3 million units as compared to 4.7 million last year which is a 29% market share reduction.