Tablet Market Analysis

Market Insight- Global Tablet Market

Market Overview

A tablet computer or also referred to as a tablet is a wireless personal computer integrated with a touchscreen interface and sometimes available with the option of a stylus. It is larger than a smartphone though it is smaller than a laptop or notebook. Tablets are available in different designs, sizes, features, and types are based on different operating systems namely Android, iOS, and Windows. The standard screen size for tablets is around 7 inches or longer, which may or may not support cellular networks. Tablets provide a variety of functions including smart business, entertainment, office computing, web browsing, and more. Tablets can be segmented based on various operational use such as detachable and slate tablets.

The global Tablet Market was estimated to account for US$ 280,391.8 Mn in terms of value and 550.9 Mn Units in terms of volume in 2019 and is expected to grow at CAGR of 20.6% for the period 2019-2027

Market Dynamics- Drivers

1. Significant change in consumer usage patterns is expected to drive growth of the global tablet market during the forecast period

A paradigm shift in consumer preference for tablet devices has been observed in the recent past. Primarily used for entertainment purposes, tablets started gaining traction in a variety of applications due to technological advancements thereby changing usage patterns among consumers. Currently, tablets are being used for various applications in numerous sectors including education, corporate, personal, commercial, etc. Furthermore, tablet designs have changed significantly according to consumer demands, which include features such as lightweight devices and enhanced screen resolution and size, augmented graphics for gaming and video streaming, and apps to enable payment of bills or syncing with other electronic devices for control and monitoring purposes. Moreover, advent of new improved models with lucrative features is expected to boost the global tablet market growth during the forecast period.

2. High growth of corporate sectors is expected to propel the global tablet market growth over the forecast period

Increasing growth of the global business enterprise, owing to rampant economic development in emerging economies are major factors propelling the global table market growth. Furthermore, tablet aids in augmenting business setups, owing to different advanced and beneficial features offered by major vendors. For instance, in July 2015, according to Coherent Market Insights' analysis, increasing share of tablets is deployed across the U.K., French, and German companies. According to Coherent Market Insights’ analysis, around 40% of the users use tablets only for business purposes whereas the other 60% of the users use the device for entertainment or personal usage.

Asia Pacific region dominated the global Tablet Market in 2019, accounting for 34.8%% share in terms of value, followed by Europe, North America, Middle East and Africa and Latin America.

Source: Coherent Market Insights

Market Dynamics- Restraints

1. Availability of better alternatives is expected to restrain growth of the global tablet market during the forecast period

Growing consumer preference to ‘phablets’, a fusion device between tablet and phone, is expected to hinder the adoption of tablets in the near future. Hybrid PC, an integration of notebook PC and tablet, provides far more advanced features than tablets such as lightweight design, external keyboard, and enhanced power efficiency. Increasing demand for these devices is expected to restrict the market growth up to a certain extent. Furthermore, growing demand for smartphones, with features similar tablets such as wider screens, advanced operating systems, and relatively lighter weight are expected to restrain the global table market growth during the forecast period.

2. Cannibalization by emerging companies is expected to hinder the global tablet market growth over the forecast period

Emerging vendors in the market are focused on significantly lowering the cost of tablet computers as compared to established vendors. New entrants gain high-profit margins, owing to low manufacturing costs of devices. As a result of this, new vendors are cannibalizing the profits of major players in the global tablet market. Furthermore, growing competition among major market players and constant drop in prices are expected to hinder the global tablet market growth over the forecast period. For instance, Micromax, Asus, and Xiaomi offer tablets with similar features as that of key players such as Apple and Samsung at a comparatively low price, which assists these companies in increasing sales, thereby enabling such companies to penetrate the global tablet market.

Market Opportunities

1. Introduction of innovative OS and application support are expected to present lucrative growth opportunities

Advent of dual operating systems and extensive storage capacity of a number of applications downloaded on tablets have facilitated table vendors to innovate new operating systems. For instance, Android systems provide users with upgraded versions clubbed with better operating features. Android’s Lollipop version was introduced in 2014 that offered new design language and support. It was soon succeeded by Marshmallow version in 2015 which provided better control over applications. These factors can offer major growth opportunities in the near future.

2. Technological advancements are expected to pose major business opportunities over the forecast period

Tablet manufacturers can focus on upgrading their existing operating systems and offer more enhanced features. Manufacturers can launch upgraded versions of devices with enhanced features in the market thereby creating a firmer purchase desire among consumers and drive sales. For instance, in 2015, Samsung launched the ‘Galaxy Tab A’ series with updated Android Marshmallow, its sixth major version of the Android operating system, which offers improved features such as multi-user mode, lock screen shortcuts, app permissions, and doze mode.

Source: Coherent Market Insights

Market Trends

1. North America Trends

Expansion of distribution channels is a major trend in North America

In North America, Apple, Inc. holds the dominant position in the regional table market. The company has diversified its distribution channels with the aim of expanding its consumer base. Previously, Apple tablets were distributed through Apple stores and Apple websites. However, the company has started distributing the tablets from different e-commerce websites such as Best Buy, Amazon, and Flipkart.

Growing usage in non-conventional end-use sectors is expected to boost the demand for tablets

Growing adoption of tablets by non-conventional end users such as restaurants, education, and healthcare sectors is expected to boost the demand for tablets in the region during the forecast period. This high demand is owing to growing tablet applications as a means to enhance educational institutions. In restaurants, table-top tablets are used for displaying menus, and to enable customers/patrons to place food orders and pay bills.

2. Latin America Trends

Android tablets are expected to hold a dominant position in the Latin America tablet market

Currently, the Android operating system accounts for major share in the regional market. A number of android device manufacturers are focused on entering into the regional table market. Although iOS holds a dominant position in the market, Android devices are expected to account for a larger share in the near future. According to Coherent Market Insights’ analysis, Android tablets accounted for 74% share of the tablet market in Argentina and 71% share in Brazil and 59% share in Mexico.

Educational institutes are expected to emerge as new end users

Educational institutes in Latin America are increasingly adopting tablets, in order to modernize teaching methods that combine digital tools with conventional teaching techniques is expected to drive growth of the tablet market in Latin America. For instance, in 2014, the Government of Mexico announced plans to distribute 700,000 tablets to teachers and students in elementary schools in the next financial year. Moreover, in 2014, the Ministry of Education of Colombia distributed 300,000 units of tablets to various public schools in the countr

Value Chain Analysis

Segment information:

In global Tablet Market, by operating system, iOS sub-segment dominated the global market in 2019, accounting for 45.7% share in terms of value, followed by Android and Windows respectively.

Source: Coherent Market Insights

Competitive Section

Key players operating in the global tablet market are Acer Inc., Asustek, Apple Inc., Xiaomi, Samsung, Lenovo Group Limited, Micromax, and Huawei Technologies Co. Ltd. 

Key Developments    

1. Key companies in the market are focused on product launches, in order to enhance their product portfolio. For instance, in August 2018, Asustek, a Taiwan-based technology company, introduced three new Android tablets Eee Pad Slider, Eee Pad Transformer, and Eee Pad MeMo at Consumer Electronics Show in Las Vegas, U.S.
2. Major market players are involved in product launches, in order to gain competitive edge in the market. For instance, in March 2019, Apple Inc. introduced its two new tablets, iPad Mini and iPad Air with Apple’s A12 Bionic processor.