Did you know that less than 3% of the global market share belongs to tablets.

While Apple may have paved the way for these devices with the first touch screen tablet in 2010, Android tablets are currently in the lead worldwide, with a market share of around 60%.

We’ve seen a lot of ups and downs when it comes to tablet usage and sales, with increases during the pandemic but a dip in the post-pandemic economy.

There was a growth in tablet shipments with 42.4 million units shipped in the second quarter of 2021 while just 38.6 million were shipped over the same quarter in 2022.

Mobile usage is definitely on the rise, but how is the tablet market evolving? What demographics are we looking at for tablet owners, what are tablets being used for, and which companies are leading in sales?

Let's take a look at recent tablet statistics and find out!

  • General Tablet Statistics 👀
  • Tablet Usage Statistics 🕵️‍♂️
  • Tablet Market Share Statistics 👩‍🏫
  • Tablet Sales Statistics 💸
  • Tablet Demographic Statistics 🌎
  • Conclusion 🙌
  • General Tablet Statistics 👀

    • The first true tablet computers were Cambridge Research’s Z88 and Linus Technologies’ Write-Top, which were introduced in 1987. 7
    • The iPad was the first touch screen tablet and was released by Apple in 2010. 9
    • The tablet computer market exploded from a mere 2 million sold worldwide in 2009 to 20 million in 2010. 7
    • According to CivicScience research, the American tablet ownership rate peaked in 2017. That year, the ownership rate reached 56%. 1
    • The global tablets market grew from $71.58 billion in 2021 to $84.84 billion in 2022 at a compound annual growth rate (CAGR) of 18.5%. 8

    Currently, more than 1.28 billion people use tablets. 10

    • Comparing computing devices, smartphones are still the preferred device for accessing the internet with 91% of internet users saying this. 1
    • Smart devices generated revenue of almost $60 billion worldwide in 2021. 10
    • While not as popular as mobile phones, tablets are still a significant driver of the m-commerce revolution. In fact, based on Insider Intelligence projections, Americans will spend over $64 billion on such products. 1
    • Tablets have experienced a shift from a work-from-home need to a luxury item, and the overall market fell 16% year on year in the third quarter of 2022. 5
    • While personal tablets may be seen as a luxury item, the increasing demand for tablets in various business sectors is a key driving factor for the growth of the tablet market. 8

    Tablet users are mostly between the ages of 25 and 44 (45.8%) and are almost evenly split between male (49.2%) and female (50.8%). 6

    • Tablets are mostly used for watching movies and videos online as well as sending emails (22% and 23%) while social networking, reading news, and online shopping came in at 18-19%. 1
    • The combined market for PCs and tablets is forecast to decline 2.6% in 2023 before returning to growth in 2024. 2
    • More than two thirds (68%) of tablet users describe themselves as people who follow news "all or most of the time," versus more occasional news consumers (18% follow news "just some of the time," and 9% follow it "now and then"). 4
    • A full 71% of those who use tablets say that generally they prefer reading or hearing facts about what happened, rather than seeing pictures or video (26% prefer pictures and video). 4
    • The US tablet online shopper conversion rate for 2021 - 2022 is 3%. 9
    • Google’s Android is the leading operating system for tablets worldwide, with a market share of close to 60% in recent quarters. 9
    • iOS has around a third of the market share with Windows tablets occupying the rest of the market with a little over 10% share. 9
    • The lifespan of smart devices dropped from seven years in 2019 to around five years in 2021. 10
    👉
    Apple provides software updates for up to 10 years but iPads’ hardware capacity often maxes out at five. Chrome tablet software updates and hardware capacity usually last 4 to 5 years and Android devices provide software updates for 2 to 3 years while their hardware capacity can last up to 5 years. 10

    Tablet Usage Statistics 🕵️‍♂️

    • 1.28 billion people (16.2% of the world’s population) used tablets in 2021. This figure has nearly doubled or increased by 93.93% since 2013. 1
    • The increasing demand for tablets in various sectors such as healthcare, education, entertainment and other industries is a key factor driving the growth of the tablets market. 8
    • 68% of tablet users would describe themselves as people who follow the news all or most of the time. 4

    Major companies operating in the tablets market are focusing on developing innovative technology solutions for tablets. 8

    • There were double-digit increases in the share of parents answering about children who are under 5 and had used a tablet; from 51% in 2020 to 69% in 2021. 4
    • In April 2021, about eight-in-ten parents of a child who was age 11 or younger at the time of the first interview (81%) said their kid ever used or interacted with a tablet computer. 4
    • For 23% and 22% of tablet users, this device is used for watching movies and videos online as well as for sending emails. 1
    • Other popular tablet activities include using social media (19%), reading the news (19%), and online shopping (18%). 1
    • Tablet users were more likely to view video habitually with 18.9% watching video content at least once a week, and 9.5% watching video nearly every day on their device. 6

    More than 50% of tablet interactions were found to take place in the late evening (between 7 – 12pm). 6

    • 51% of tablet interactions take place while watching TV, and tablet users are 50% more likely to use their devices in this way than mobile or laptop users. 6
    • Stumble Guys, a multiplayer action game, was the most downloaded app from the Apple app store in the US (Sept 2022) with 897 thousand downloads. 9
    • Overall data traffic associated with mobile PCs, tablets, and routers, is set to increase in coming years. By 2027, it is expected that traffic associated with these devices will reach 6.64 exabytes per month. 9

    Tablet Market Share Statistics 👩‍🏫

    👁️‍🗨️
    Major players in the tablet market are Apple Inc., AsusTek Computer Inc., Samsung Electronics Co. Ltd., Lenovo Group Ltd., Acer Inc., Microsoft Corporation, HP, Huawei, LG Electronics Inc., Archos, Chuwi Innovation Limited, Dell, HTC Corporation, Lava International Limited, Nokia Corporation, Panasonic Corporation, Sony Corporation and Toshiba Corporation. 8
    • The global tablet market share in March 2022 was only 2.4%. ^1^
    • When looking at usage stats, mobile devices hold the largest share of the market at 58.33%, followed by desktop devices at 39.65% and tablets last with 2.02%. 3
    • The market share of mobile use is 56.45%, and the desktop market share is 41.15%. These figures show that tablets aren’t used as much as other electronic devices. 1
    • It’s interesting to note that even though Apple has sold the most tablets, Android remains the most commonly used tablet operating system. More precisely, 51.9% of the tablets on the market in 2021 had this operating system. 1
    • In 2021 Apple delivered over 61 million tablets and held 38.6% of the global tablet market share. It was followed Samsung (30.09M units and 19% global market share) and Lenovo (17.46M tablet units and 11% global market share). 1

    Lenovo has seen the worst YoY growth according to Q3 2022 data, with a staggering -36.6%. 2

    • At 7.2 million shipments in Q3 2022, Samsung performed better than expected and held the second-largest market share at 19%. 5
    • Tablet vendor global market share, as of October 2022, is 50.7% Apple, 22.91% Samsung, 7.17% unknown, 5.39% Amazon.com, 2.77% Huawei, and 0.79% Xiaomi. 3
    • Apple’s iOS is the leading operating system for tablets in the United States, with a market share of 53.79 percent as of September 2022.
    • Apple's closest competitor, Android has a smaller yet growing market presence, with over 45.7 percent share of the market, in comparison to just over 34 percent two years ago. 9
    • Apple’s iOS operating system dominates the tablet market in the United Kingdom as well with around 63% of market share, albeit a decrease compared to previous years, leaving Google’s Android with round about 36% of the market. 9
    🔔
    According to IDC data, while Apple holds the largest share of the market in 3Q22, it's YoY growth is currently at -1.1% while Huawei with just 6.2% of the market has the highest YoY growth at 2%. 2
    • On a global scale, Google’s Android is the leading operating system for tablets with a market share of close to 60% in recent quarters, while iOS has around a third of the market share. Windows tablets occupies the rest of the market with a little over ten percent share. 9

    Tablet Sales Statistics 💸

    • Tablet computer sales peaked in 2014 with 233 million sold and declined thereafter, the decline being attributed to consumers not replacing tablets as often as smartphones. 7

    The tablets market is expected to grow to $137.66 billion in 2026 at a CAGR of 12.9%. 8

    • In 2020, during the pandemic, the sales of the Apple iPad increased by 20%, delivering more than 14 million units and Samsung stood in second place, delivering 7 million units and growing by 39%. 8
    • Eighteen months after the introduction of the iPad, 11% of U.S. adults owned a tablet computer of some kind. 4
    • Since its introduction in 2010, Apple has gone on to release ten versions of the iPad, shipping over 18 million units worldwide in the fourth quarter of 2020 alone. 9
    • Globe Newswire reported that the market size of tablet devices was $61.63 billion in 2020. The segment grew by a CAGR of 13.5% and reached $69.9 billion in 2021. 1
    • According to a research center’s forecasts, the tablet market size should surpass the $100 billion mark by 2025. That year, the expected market value was set at $104.53 billion. 1
    • Worldwide tablet shipments were down 8.8% year over year in the third quarter of 2022 (3Q22), totaling 38.6 million units, this was the fifth straight quarter of decline for the tablet market. 2

    In Q2 of 2022, worldwide tablet shipments stood at 40.5 million units, an increase from Q1 when 38.4 million tablets were shipped. 9

    • Global tablet shipments were forecast to decline 6.8% to $156.8M in 2022 due to inflation, a weakening global economy, and the surge in buying over the past two years are the leading causes for the reduced outlook. 2
    • Based on Insider Intelligence projections, American consumers will spend over $64 billion on tablets. 1
    • Over 158 million tablet units were shipped in 2021. 1
    • Q2 2022 saw shipment of 38.6 million units in comparison to 42.4 million over the same period in 2021. 3
    • Americans are expected to spend $64.06 billion on tablets in 2022. 1
    👉
    Tablet sales skyrocketed during the pandemic with 158 million units shipped. In comparison, inflation and a weakening economy has seen sales dip in 2022 with 8.8% decrease YoY in tablet shipments, as of Q3 2022.

    Tablet Demographic Statistics 🌎

    • Tablet users are almost evenly split between male (49.2%) and female (50.8%). 6
    • Millennials and Generation Xers love tablet devices the most. 1
    • The largest share of tablet users, 46%, are in their 30's and 40's while only 7% of tablet users are 65 and older. 4

    The heaviest audience concentration (45.8% of users) is between the ages of 25-44. 6

    • The U.S. has the largest market for tablets with North America receiving the most tablet deliveries. 10
    • North America gets the most tablet shipments worldwide at 22% while 21% goes to Western Europe and 14% to the greater China region, which is identical to the percentage that goes to the Middle East and Africa. 1
    • About half (51%) of tablet users have graduated from college, compared with 28% of all U.S. adults. 4
    • Tablet users in the U.S. are nearly twice as likely as U.S. adults overall to have a household income of at least $75,000 per year (53% versus 28%). 4
    👁️‍🗨️
    While there are racial and ethnic differences when it comes to desktop usage, there are no statistically significant racial and ethnic differences when it comes to smartphone or tablet ownership. 4
    • Roughly eight-in-ten or more White, Black and Hispanic adults say they have a smartphone, and about half or more in each group say they have a tablet. 4
    • Tablet users tend to be more highly educated and have a higher household income than U.S. adults overall. In addition, more tablet users are in their 30's and 40's than the public overall, and they are more likely to be employed full time. 4

    Conclusion 🙌

    As we can see, when looking at all digital devices as a whole, smartphones are still coming out on top while tablets lag behind.

    This is because the majority of consumers now see tablets as a luxury item, however, the demand for these mobile devices across the business sector is keeping tablet sales in the running.

    So, while tablets are being used to enhance businesses processes, the average person will only really use them for watching movies/videos and checking their emails, for the rest, they rely more on mobile phones and desktops.

    That being said, technology moves at such a rapid pace that we never know what advancements could be just around the corner!

    Sources

    1. "23 Tablet Statistics That Are Pretty Surprising (2022)" by Soocial
    2. "Worldwide Shipments of PCs and Tablets Forecast to Decline in 2022 and 2023 Under Challenging Market Conditions, According to IDC", "Tablet and Chromebook Shipments Continued to Decline in Q3 Amidst Ongoing Market Headwinds, According to IDC Tracker" , Article Title” by International Data Corporation (IDC)
    3. "Tablet Vendor Market Share Worldwide", "Desktop vs Mobile vs Tablet Market Share Worldwide" by Stat Counter
    4. "Who Tablet Users Are", "Home broadband adoption, computer ownership vary by race, ethnicity in the U.S.", "How parents’ views of their kids’ screen time, social media use changed during COVID-19" by Pew Research
    5. "Worldwide tablet market takes a hit amid global economic hardships" by ZDnet
    6. "Who Are Tablet Users And Why Do They Matter To Your Organization?" by Speaking Human
    7. "Tablet Computer" by Britannica
    8. "Tablets Global Market Report 2022" by The Business Research Company
    9. "Mobile tablet usage - Statistics & Facts""Leading iPad apps in the Apple App Store in the United States in September 2022, by number of downloads", "Tablet operating systems market share in the United States from 2016 to 2022", "Worldwide tablet shipments from 2nd quarter 2010 to 2nd quarter 2022", "Monthly tablet data traffic worldwide from 2014 to 2027" by Statista
    10. "21 Tablet Statistics and Facts You Need To Know in 2022" by Techjury