Global tablet shipments rose by 20.4% in the third quarter of 2024, reaching 39.6 million units, as reported by the International Data Corp. (IDC). The growth shows renewed interest in tablets, boosted by (artificial intelligence) AI integration and seasonal demand.
“There are several appealing opportunities for vendors to increase their presence in the tablet market,” said Anuroopa Nataraj, senior research analyst with IDC’s Mobility and Consumer Device Trackers.. “Collaboration with educational institutions, entertainment and gaming, cross-device connectivity, and integrations in healthcare are just a few areas.”
The growth areas Nataraj mentioned include education, entertainment, healthcare, and cross-device connectivity.
Apple maintained its lead, shipping 12.6 million units, although its growth was modest at 1.4% year-over-year. The recent iPad Air model, launched for the back-to-school season, helped drive these figures, while the high price of the new iPad Pro limited its performance in emerging markets.
Role of AI
Samsung followed with 7.1 million units, up 18.3% from the previous year. Its high-end Galaxy Tab S10 models with AI features contributed to the growth, alongside strong sales of lower-end models.
Amazon secured third place, shipping 4.6 million units with a whopping 111.3% year-over-year increase. The company’s two Prime Days in 2024, featuring discounts on the refreshed Fire HD 8, significantly boosted sales.
Huawei and Lenovo also saw growth, with Huawei shipping 3.2 million units, boosted by competitively priced models like the MatePad SE 11. Lenovo, in fifth place, achieved three million shipments, helped by gains in commercial markets.
Nataraj highlighted AI’s role in attracting consumers, saying, “Recent innovations in AI have begun to attract consumers willing to pay a premium price.”