According to the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker, tablet shipments worldwide dropped by 17.4% in the fourth quarter of 2023, reaching a total of 36.8 million units.

This marks the most significant decline in fourth-quarter tablet shipments since 2016. For the entire year of 2023, global tablet shipments amounted to 128.5 million units, reflecting a 20.5% decrease compared to 2022. This is the lowest annual volume since 2011.

Apple’s Market Position

Despite facing a decline in shipments both for the fourth quarter (-29.3%) and the full year (-19.8%), Apple maintained its top position in the tablet market. Although there was a slight erosion in Apple’s fourth-quarter market share, its full-year share remained stable at over 37%.

Leading Tablet Manufacturers Q4 2023
  • Samsung: Securing the second position, Samsung shipped 7.3 million units with a 19.8% market share, experiencing a slight decrease of 6.6%.
  • Huawei: Demonstrating positive year-over-year growth of 21.2%, Huawei shipped 2.8 million units, capturing a 7.6% market share.
  • Lenovo: Achieving modest growth of 12.9%, Lenovo shipped 2.6 million units and held a 7.1% market share.
  • Xiaomi: Experiencing the strongest growth among the top vendors, Xiaomi’s shipments increased by 35.0% to reach 1.6 million units, claiming a 4.3% market share.

IDC’s Outlook for 2024

Anuroopa Nataraj, senior research analyst with IDC’s Mobility and Consumer Device Trackers, mentioned that 2024 is expected to present rebound opportunities if the economic conditions improve.

However, challenges persist in the tablet market, and advancements in AI are likely to focus more on PCs and smartphones in the next two years, with tablets gradually becoming a part of the conversation.

Commenting on the market dynamics, Anuroopa Nataraj, Senior Research Analyst, IDC, said:

Amidst stagnant economic conditions and a shift in consumer spending priorities away from electronics, tablets might not hold a prominent position on the priority list. Ongoing project delays and spending freezes further contributed to a trend of postponed purchases throughout much of 2023.

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