As 2020 dragged on, tablet vendors delivered much needed options to support learning and working from home, according to Strategy Analytics’ latest report. Especially for users working within a tight budget, tablets are proving to be credible mobile computing alternatives to notebooks, as mobile computing demand showed double-digit year-on-year growth in 2020.
While the world optimistically looks to 2021 and the emphasis on work-from-home and e-learning changes once again, can tablets continue to play such a large role?
The full report from Strategy Analytics’ Connected Computing Devices (CCD) service, Preliminary Global Tablet Shipments and Market Share: Q4 2020 Results can be found here: https://www.strategyanalytics.com/access-services/devices/tablets-and-pcs/connected-computing-devices/market-data/report-detail/preliminary-global-tablet-shipments-and-market-share-q4-2020-results-290121
Eric Smith, Director – Connected Computing said, “The new normal will start to emerge in 2021 as pandemic restrictions slowly fade away, but we fully expect work-from-home and learn-from-home will have won over fans among workers, students, companies, and educational institutions alike. How tablet vendors choose to address this urgent need for mobile productivity will depend on their unique set of strengths and weaknesses, but it is clear that they must fight even harder for revenue in this competitive environment. Risk remains for tablets to be outflanked by notebooks or smartphones in the future.”
Chirag Upadhyay, Industry Analyst added, “Apple had a great holiday quarter with shipments up 37% year-on-year, fulfilling consumer, commercial, and education demand. Several major Android vendors did as well or even better on an annual growth basis as Android tablets have a cost advantage over iPad. Amazon has great value at low cost and typically does very well during the holidays. Samsung and Lenovo had a very strong quarter of performance as their portfolios are wide-ranging, up-to-date, and innovative for entertainment and productivity needs.”
Exhibit 1: 2020 was a Year Filled with Positive Records for the Tablet Market1
|
Global Tablet Shipments by Vendor |
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|
Vendor |
Q4 ’20 |
2020 |
Q4 ’19 |
2019 |
Quarterly Growth |
Annual Growth |
||
|
Apple |
18.6 |
57.6 |
13.5 |
44.3 |
37% |
30% |
||
|
Samsung |
10.2 |
31.2 |
7.0 |
21.8 |
46% |
43% |
||
|
Amazon |
6.7 |
17.1 |
4.9 |
15.2 |
37% |
12% |
||
|
Lenovo |
5.6 |
14.0 |
2.5 |
8.5 |
120% |
66% |
||
|
Huawei |
3.5 |
16.4 |
4.3 |
14.4 |
-19% |
14% |
||
|
Others |
18.0 |
51.9 |
16.5 |
55.9 |
9% |
-7% |
||
|
Totals |
62.5 |
188.3 |
48.6 |
160.2 |
28% |
18% |
||
|
Global Tablet Market Share by Vendor |
||||||||
|
Vendor |
Q4 ’20 |
2020 |
Q4 ’19 |
2019 |
||||
|
Apple |
29.7% |
30.6% |
27.8% |
27.7% |
||||
|
Samsung |
16.3% |
16.6% |
14.4% |
13.6% |
||||
|
Amazon |
10.7% |
9.1% |
10.0% |
9.5% |
||||
|
Lenovo |
8.9% |
7.5% |
5.2% |
5.3% |
||||
|
Huawei |
5.5% |
8.7% |
8.7% |
9.0% |
||||
|
Others |
28.8% |
27.6% |
33.9% |
34.9% |
||||
|
Totals |
100.0% |
100.0% |
100.0% |
100.0% |
||||
|
Source: Strategy Analytics’ Connected Computing Devices service |
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Exhibit 2: Apple iPadOS Continues to Outperform Other Ecosystems, Reaching 31% Share in 20201
|
Global Tablet Shipments by Operating System |
||||||||||||||||
|
Operating System |
Q4 ’20 |
2020 |
Q4 ’19 |
2019 |
Quarterly Growth |
Annual Growth |
||||||||||
|
Android |
36.6 |
108.1 |
29.1 |
95.1 |
26% |
14% |
||||||||||
|
iOS/iPadOS |
18.6 |
57.6 |
13.5 |
44.3 |
37% |
30% |
||||||||||
|
Windows |
7.0 |
21.6 |
5.8 |
20.1 |
20% |
7% |
||||||||||
|
Chrome |
0.4 |
1.0 |
0.2 |
0.7 |
53% |
50% |
||||||||||
|
Totals |
62.5 |
188.3 |
48.6 |
160.2 |
28% |
18% |
||||||||||
|
Global Tablet Market Share by Operating System |
||||||||||||||||
|
Operating System |
Q4 ’20 |
2020 |
Q4 ’19 |
2019 |
||||||||||||
|
Android |
58.5% |
57.4% |
59.8% |
59.4% |
||||||||||||
|
iOS/iPadOS |
29.7% |
30.6% |
27.8% |
27.7% |
||||||||||||
|
Windows |
11.2% |
11.5% |
11.9% |
12.6% |
||||||||||||
|
Chrome |
0.6% |
0.5% |
0.5% |
0.4% |
||||||||||||
|
Totals |
100.0% |
100.0% |
100.0% |
100.0% |
||||||||||||
|
Source: Strategy Analytics’ Connected Computing Devices service |
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1 All figures are rounded
About Strategy Analytics
Strategy Analytics, Inc. is a global leader in supporting companies across their planning lifecycle through a range of customized market research solutions. Our multi-discipline capabilities include: industry research advisory services, customer insights, user experience design and innovation expertise, mobile consumer on-device tracking and business-to-business consulting competencies. With domain expertise in: smart devices, connected cars, intelligent home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution to meet your specific planning need.
