The global tablet market is showing signs of robust recovery in 2024, driven by renewed consumer demand and an optimistic outlook from leading manufacturers, according to the latest research from Counterpoint. Market leaders Apple and Samsung have resumed regular model release schedules, with an expected improvement in consumer sentiment and a stronger forecast for the year ahead.
The growing impact of Chinese OEMs like Huawei and Xiaomi have contributed to the market’s growth. Xiaomi, in particular, stood out with its tablet shipments nearly doubling YoY, making it the fastest-growing global tablet OEM. The company found success in European and emerging markets such as Asia-Pacific (excluding China and India), as well as the Middle East and Africa. This performance parallels Xiaomi’s earlier successes in these regions with its smartphone business.
Despite its limited presence outside China, Huawei also made big strides, ranking second in shipment growth for Q2 2024. The company’s tablet shipments rose 49% YoY, fueled by its new, competitively priced models— the MatePad 11.5 S and MatePad SE— which expanded Huawei’s reach within the Chinese market.
Counterpoints’s Liz Lee shared an optimistic forecast for the tablet market saying shipments are expected to remain strong through the rest of the year. “Global tablet market shipments look promising for the rest of 2024,” she said, pointing to the upcoming launches of Apple’s new iPad and iPad Mini, alongside Samsung’s flagship Galaxy Tab S series, as key growth drivers.
Lee added that improving macroeconomic conditions and increasing demand in emerging markets will likely further support growth in the tablet market for 2024. This resurgence in demand, coupled with an expanding range of product offerings from top manufacturers, is expected to bolster the global tablet industry as it heads into the second half of the year.
