Tablet Market: China and India Remain Lucrative as Demand for Premium Devices Shrinks

Published On : Feb 17,2017

An estimated 418.4 Mn units of tablets were sold globally in 2016. Unsurprisingly, APEJ remained at the forefront of global demand, accounting for over 33% revenue share. North America and Western Europe remained the other two leading markets, collectively accounting for 33% revenue share. The key findings of Future Market Insights’ comprehensive report on the global tablets market include,

APEJ Tablet Market

  • Increasing purchasing power in key markets of China and India is chiefly responsible for growth of the tablet in APEJ. In terms of revenue, the APEJ tablet market is expected to increase at a CAGR of 21.8% through 2026.

  • Over 110 Mn tablet units were shipped in APEJ in 2016. This represented a market value worth US$ 50 Bn. By 2020, nearly 170 Mn units are projected to be shipped in APEJ.

  • APEJ will continue to remain a price-sensitive market – tablets that offer high features at low cost will continue to outsell big brands. The likes of Apple, Samsung, Sony, and LG are expected to introduce mid-priced devices to counter Acer, Asus, and Xiaomi.

  • Consumers are expected to show a marked preference for detachable tablets vis-à-vis slate type tablets. Also, iOS and Android operating systems will continue to be the preferred choice for consumers. Demand for Windows-based tablets is anticipated to pick up steadily during the period 2016-2026.

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  • Demand for tablets in APEJ will be stronger from the consumer segment as compared to commercial sector. 

North America Tablet Market

  • The tablet market in North America will continue to be dominated by the U.S. Nearly 33 Mn units were shipped in North America in 2016, and this number is anticipated to surpass 100 Mn by the end of 2026.

  • As is the case in APEJ, iOS tablets will continue to outsell those based on Android operating system. However, a key takeaway for stakeholders is that demand for Android tablets will grow at a quicker rate vis-à-vis iOS tablets.

  • Tablets bigger than 8-inch will gain significant traction in the market. In 2016, sales of above 8-inch tablets were pegged at nearly 60 million units. Sales of tablets lesser than 8-inch were estimated at 45.5 million.

  • Demand for tablets from the consumer segment will remain higher than demand from commercial segment. However, demand from commercial segment is expected to grow at a higher CAGR vis-à-vis consumer segment.

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  • Sales of slate-type tablets are expected to remain higher than detachable tablets.

Western Europe Tablet Market

  • The tablet market in Western Europe is trending toward detachable tablets. Unlike APEJ and North America, consumers in Western Europe will show a marked preference toward tablets running on Android operating system. Android tablets shipments were estimated at 35.5 Mn units in 2016, whereas 31.7 million shipments of iOS were recorded.

  • EU5 will continue to be the largest market for tablets in Western Europe. EU5 is expected to account for over 50% revenue share of the market in Western Europe.

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  • Slate-type tablets will continue to be remain sought-after in Western Europe. While slate tablets will continue to outsell detachable tablets throughout the forecast period, the latter will grow at a higher CAGR.

Global Tablet Market: Competitive Landscape

Apple, Samsung, and Micromax are among the leading players in the global tablet market. Apple’s revenue share of the market was pegged at nearly 26% in 2016, whereas Samsung and Micromax collectively accounted for 27% revenue share. As consumers are moving toward phablets and detachables, it is anticipated that vendors will follow suit and the next five years may see a proliferation of flexible tablets.