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.