Strategy Analytics: Tablet Market Growth Stops in Q3 – Back Up Or Signs of Things to Come? | Your money


BOSTON – (BUSINESS WIRE) – October 29, 2021–

Supply constraints and strong comparisons to last year’s quarter have come up against strong back-to-school demand and an increasingly productivity-oriented tablet market for hybrid work and classrooms. more digitized. The result was a -10% drop in year-over-year tablet shipments, but market demand is still much stronger than it was before the pandemic, according to a new report from Strategy Analytics. As the COVID pandemic remains a major concern around the world, this tension between high demand and low supply of components will test suppliers and their channel partners as we enter the winter holiday season. .

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Figure 1: Apple took almost 40% tablet market share in Q3 2021 * (Source: Strategy Analytics, Inc.) * All figures are rounded

Strategy Analytics’ Connected Computing Devices (CCD) full report, Preliminary Global Tablet Shipments and Market Share: Third Quarter 2021 Results can be found here: -market-share-q3-2021-results-291021

Eric Smith, Director of Connected Computing, said, “With a portfolio filled with high-performance productivity tablets, Apple’s strong growth has come at the expense of other vendors competing for tight supplies. Vendors selling Windows Detachables components such as Lenovo, Dell, and HP posted healthy growth in the quarter, with Microsoft still working with a legacy portfolio of Surface devices. All of this contributes to the broader trend of consumers to continue working remotely (or at least on a hybrid schedule) and to stay connected to digital learning platforms as the new school year begins.

Industry analyst Chirag Upadhyay added, “The Chinese tablet market was warm in the third quarter and supplier performance reflected supplier access and brand perception in China. For example, Apple, Lenovo, Xiaomi, and Honor had some of the highest year-over-year growth rates, while Samsung, Amazon, and Microsoft had declining double-digit growth rates. As the pandemic disrupts lives in different regions at different times, we expect supply to remain limited and demand to generally remain above pre-pandemic levels. “

  • Apple iOS / iPadOS shipments (sales) increased 15% year-on-year to 17.3 million units in the third quarter of 2021, with a global market share climbing 8 percentage points to 38%.
  • While remaining the top Android vendor, shipments of Samsung tablets declined -23% year-on-year in the third quarter of 2021 to 7.5 million units; market share declined by -2.1 percentage points to 17% over the same period.
  • Lenovo tablet shipments were the only year-over-year growth among all Android vendors of 5% to 4.3 million units; market share increased 1.4 percentage points year-on-year to 9%
  • Amazon Fire tablet shipments fell -24% to 3.7 million units as market share fell -1.4 percentage points to 8%
  • Huawei tablet shipments fell -64% year-on-year to 1.8 million units in the third quarter of 2021. Market share fell 6.0 percentage points to 4% from the third quarter of 2020

About strategic analysis

Strategy Analytics, Inc. is a global leader in supporting businesses throughout their planning lifecycle with a range of customized market research solutions. Our multidisciplinary capabilities include: industrial research consulting services, customer insights, user experience design and innovation expertise, tracking of mobile consumers on devices, and business-to-business consulting skills. With expertise in the following areas: smart devices, connected cars, smart home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution to meet your specific planning needs. For more information, visit us at

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CONTACT: Report contacts:

Eric Smith, +1 617 614 0752, [email protected]

Chirag Upadhyay, +44 1908 423 643, [email protected]



SOURCE: Strategic analysis

Copyright Business Wire 2021.

PUB: 10/29/2021 10:54 / DISC: 10/29/2021 10:54

Copyright Business Wire 2021.

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