In the fourth quarter of 2023, global tablet shipments experienced a significant decline, marking the largest decrease in Q4 shipments since 2016. Moreover, the year 2023 witnessed a notable drop of over 20% in tablet shipments, reaching a new low not seen since 2011.
According to a report by the International Data Corporation (IDC), worldwide tablet shipments in 2023 totaled 128.5 million devices, reflecting a decrease of 20.5%. This volume represents the lowest level of tablet shipments globally since 2011, with Q4 2023 shipments reaching 36.8 million, down by 17.4% compared to the previous year.
Anuroopa Nataraj, senior research analyst with IDC’s Mobility and Consumer Device Trackers, attributed this decline to various factors, including minimal improvements in the economy and consumers reallocating their finances away from consumer electronics. Additionally, project delays and spending freezes contributed to a postponement in tablet purchases throughout much of 2023.
Apple Leads Despite Decline in Q4 2023
Despite experiencing a decline in shipments, Apple maintained its dominance in the global tablet market, commanding a market share of over 40% in Q4 2023. Despite a year-on-year decline of 29.3%, the Cupertino-based tech giant retained its position as the market leader.
Samsung, the second-largest player in the tablet market, witnessed a slight decrease in shipments but managed to maintain its position in the industry. Meanwhile, Huawei, Lenovo, and Xiaomi, ranking third, fourth, and fifth, respectively, reported growth in shipments during Q4 2023.
Decline Across All Companies in 2023
All top five tablet companies experienced a decline in shipments in 2023, with Amazon facing the most significant impact with a decline of 65.9%. Apple, despite leading the market, saw its shipments drop from 60.5 million devices to 48.5 million devices, representing a decline of 19.8%.
Analysts Exercise Caution for 2024
While there is an expectation for shipments to rebound in 2024, analysts remain cautious as this is contingent on the overall macroeconomic situation. Moreover, the growing popularity of artificial intelligence (AI) may shift focus towards computers and smartphones in 2024.
Nataraj emphasized that 2024 could present opportunities for recovery, provided there is a more stable economic environment. However, challenges persist in the tablet market, and advancements in AI technology are likely to prioritize PCs and smartphones over the next few years, although tablets are anticipated to increasingly feature in this technological landscape.
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