The tablet market saw a notable surge in the third quarter of 2024, with worldwide shipments reaching 39.6 million units, marking a 20.4% year-over-year increase. According to the latest data from IDC’s Worldwide Quarterly Personal Computing Device Tracker, this growth indicates a recovery from the sluggish market of 2023. Recent device refreshes, expanded retail channels, and preparations for holiday sales have helped revitalize demand, while early integrations of AI technology are generating new interest and setting the stage for higher average selling prices (ASPs).

Tablet Shipments Surge 20.4% in Q3 2024 Apple, Samsung, and Amazon Drive Market Growth with AI Innovations and New Launches - Tech News - Before You Take (1)

Key Points

Tablet Market Growth: Worldwide tablet shipments surged by 20.4% in Q3 2024, reaching 39.6 million units, signaling a strong recovery from a sluggish 2023.

Apple Leads with Modest Gains: Apple shipped 12.6 million units, showing modest growth (1.4% YoY), supported by the back-to-school season and iPad Air sales, though the iPad Pro struggled in emerging markets due to pricing.

Samsung’s Mixed Strategy Success: Samsung recorded 7.1 million shipments with 18.3% growth, driven by premium Galaxy Tab S10 Ultra models and budget-friendly Galaxy A9 models, with a boost from commercial deployments.

Amazon’s Prime Day Effect: Amazon’s year-over-year growth reached 111.3%, largely fueled by Prime Day sales and new AI-enhanced Fire HD 8 models.

Huawei Gains Traction: Huawei achieved 44.1% growth, shipping 3.2 million units, with its affordable MatePad SE 11 model driving consumer interest.

Lenovo’s Global Expansion: Lenovo saw 14.7% growth with significant gains in PRC and Western Europe, bolstered by strong commercial sales.

AI Integration Sparks Interest: AI features are increasingly appearing in tablets, enhancing user experience and setting the stage for premium pricing, though still in the early stages for most brands

Market Overview: Q3 2024 Highlights

The third quarter of 2024 brought renewed optimism in the tablet industry, driven by innovative launches and the addition of AI features across various tablet models. As AI capabilities are becoming a focal point for manufacturers, companies are positioning themselves to attract consumers interested in advanced technologies. Although AI integration remains in its infancy for most brands, these advancements are expected to shape future device designs and drive consumer interest.

Top Five Tablet Manufacturers in Q3 2024

Apple

Shipments: 12.6 million units

Year-Over-Year Growth: 1.4%

Apple maintained its lead in the global tablet market, thanks in part to back-to-school sales and the launch of the iPad Air. However, the latest iPad Pro underperformed in emerging markets due to its high price, limiting its appeal.

Samsung

Shipments: 7.1 million units

Year-Over-Year Growth: 18.3%

Samsung experienced strong growth, driven by its premium Galaxy Tab S10 Ultra and Galaxy Tab S10+ models, which feature enhanced AI capabilities. While these high-end models attracted consumer interest, Samsung’s low-cost Galaxy A9 series saw broad uptake across multiple regions, further bolstered by substantial commercial deployments.

Amazon

Shipments: 4.6 million units

Year-Over-Year Growth: 111.3%

Amazon’s aggressive discounts during Prime Day events propelled it to third place in the market, marking an impressive year-over-year growth. The company refreshed its Fire HD 8 with new AI features, helping it capture a larger share in the budget-friendly segment.

Huawei

Shipments: 3.2 million units

Year-Over-Year Growth: 44.1%

Huawei’s performance was driven by new product releases, especially in the consumer and commercial markets. The MatePad SE 11 stood out with its competitive pricing, attracting strong demand and pushing Huawei’s shipment growth up significantly.

Lenovo

Shipments: 3 million units

Year-Over-Year Growth: 14.7%

Despite slipping to fifth place, Lenovo recorded positive growth, particularly in PRC and Western Europe. Lenovo’s success in the commercial sector and its improved performance in international markets contributed to its steady growth trajectory.

AI Integration: A New Era for Tablets

AI features, though still in their early stages, are expected to play a crucial role in the future of tablets. Companies like Microsoft have already showcased AI-driven functionalities like Co-Pilot+ in Windows detachable, hinting at a new wave of smart, intuitive devices. The inclusion of AI-powered features like voice recognition, image processing, and user experience enhancements is likely to drive demand, especially among consumers willing to pay a premium for cutting-edge technology.

Analyst Insight: Growth Opportunities Ahead

Anuroopa Nataraj, a senior research analyst at IDC, highlighted potential growth avenues for tablet manufacturers. She pointed out that sectors like education, healthcare, entertainment, and gaming could benefit greatly from tablet integration. As AI features evolve, they are expected to offer unique capabilities that attract users across these sectors. Nataraj predicts that consumers will prioritize tablets with advanced AI functionalities as these features become more ubiquitous in the market.

Conclusion: A Promising Path Forward for the Tablet Market

With the rise of AI and increasing consumer interest in feature-rich tablets, the global tablet market is positioned for sustained growth. As manufacturers continue to innovate, focusing on cross-device connectivity, productivity enhancements, and AI applications, tablets are set to become indispensable tools in both professional and personal domains. The momentum gained in Q3 2024 suggests that vendors who adapt quickly to these trends and invest in AI integration could shape the future of the tablet industry.