Samsung improves global tablet shipments as market grows

New data from market watchers says Samsung maintained its position in the global tablet market, but the company improved year-on-year sales significantly.

In fact, according to data from Counterpoint Research, every major tablet brand improved their year-on-year shipments in Q2 2024 compared to a year ago. The tablet market appears to be in a healthy place this year as macroeconomic conditions recover.

The global tablet market is growing

The five biggest tablet brands maintained their ranks in Q2 2024, and even market shares were similar to a year ago.

Apple led the market with a 37% share, while Samsung followed with 20%, the same as last year. Huawei took the third spot with a 7% market share and a 1% improvement from Q2 2023.

Beyond the podium, Lenovo was the fourth largest tablet vendor with the same 7% market share as last year, and Xiaomi improved its share from 3% in Q2 2023 to 6% in Q2 2024. The market share of other unnamed tablet brands dropped from 28% to 23%.

Even though tablet vendor market shares in Q2 2024 were very similar to a year before, global tablet shipments were 15% higher year-on-year. Each of the five main players improved their tablet shipments YoY — some more than others.

Apple had a 14% increase in shipments, while Samsung enjoyed 16% higher shipments. Huawei did well in China and improved its tablet output by 49%. Lenovo saw a 17% improvement, and Xiaomi boosted shipments by 92% thanks to newfound success in Europe and emerging markets, including MEA and APAC.

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Market watchers say the global tablet segment looks promising for the rest of 2024. Macroeconomic conditions are recovering, and big players like Apple and Samsung will cover the rest of the year with new and exciting tablets.

Apple is preparing for an iPad Mini release, presumably later this month. And Samsung has just launched the Galaxy Tab S10 lineup, which is now more powerful and better than ever. The new series consists of the Galaxy Tab S10+ and Tab S10 Ultra, and for the first time, the latest models are compatible with older accessories.