The worldwide tablet market delivered solid results in
the third quarter of 2020 (3Q20) with 24.9% year-over-year growth and shipments
totaling 47.6 million units, according to preliminary data from the
International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker. The demand for affordable access to basic computing
and larger screens to facilitate remote work, learning, and leisure due to
COVID-19 restrictions drove the market. Consumer spending on technology has
also been on the rise while other categories, such as dining, entertainment,
and travel, have declined during the pandemic.
Tablet Company Highlights
Apple shipped 13.9 million units in 3Q20 to lead the tablet
market once again. The vendor recorded year-over-year growth of 17.4%. As
expected, the vendor performed well in the education segment and there was
growth in the consumer segment after two-quarters of decline. While the iPad
(2019) was able to maintain the largest share of shipments, the latest iPad
(2020) managed to record a notable volume of shipments despite its late launch
during the quarter.
Samsung regained the second position with shipments of 9.4
million units and year-over-year growth of 89.2%. As demand for more mobile,
portable computing solutions has increased, Samsung has focused on its Android
detachable portfolio, which recorded solid growth in the quarter. Samsung also
launched the Galaxy Tab S7+ in 3Q20 – the first 5G tablet to be available
worldwide – making it one of the first tablet vendors to adopt 5G.
Amazon.com slipped to the third position in 3Q20 with shipments
totaling 5.4 million units. This was a decline of 1.2% year over year due to
the 3Q19 comparison where Prime Day sales drove record shipments. The recently
released 8-inch tablets captured the biggest share of shipments in 3Q20 while
the 10.1-inch tablets were a close second. Amazon's Kids Edition tablets have
also maintained strong momentum across both the 8-inch and 10-inch tablets.
Huawei shipped 4.9 million units in 3Q20 for year-over-year
growth of 32.9%, enabling the company to gain share in the market. Despite the
sanctions from the US government, Huawei managed to grow across multiple
geographies, including outside China. However, securing the right components
for its tablet lineup will continue to be an issue along with the lack of
Google's Mobile Services. As a result, the outlook for the company's tablet
business remains uncertain.
Lenovo finished the quarter in the fifth position recording
year-over-year growth of 62.4% and shipping 4.1 million units. Lenovo's slate
tablets did exceptionally well, mainly driven by budget friendly tablets with
larger screen sizes that help users to collaborate virtually and to view and
interact with digital content, which is of paramount importance in the current
situation.
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