Android Tablet Market Share Falls By 50 Percent in the Second Quarter


Android tablet market share has fallen below 50 per cent for the first time in 10 years as people seek premium and detachable tablets from Apple, Windows OEMs and to a lesser extent Samsung, a new Strategy Analytics report says. Tablet demand remains ahead of pre-pandemic levels due to inflation and supply constraints.

However, rising macro-economic pressures, low consumer sentiment, looming COVID threat and prolonged Russia/Ukraine conflict may make the second half of the year more challenging.

Eric Smith, Director of Connected Computing, said, “Inflation and the two factors of hybrid work are creating a remarkable dynamic where wealthier consumers continue to spend on premium devices, while average consumers are withdrawing from spending in lower tiers. “

Plus, the average consumer favors detachable tablets for getting things done, rather than just for entertainment needs.

“All the top vendors now have detachables in their line-up, which apply to five different operating systems,” Smith said.

Apple iPadOS shipments (sell-in) fell 7 percent year-on-year to 14.8 million units in the second quarter of 2022.

Samsung led the Android market at 7.1 million units in the second quarter of 2022, down 13 percent year-on-year.

Lenovo returned to ranking third globally in the second quarter of 2022, although shipments fell 25 percent year-on-year to 3.5 million units.

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