The tablet market in India experienced a notable downturn in 2023, with shipments totaling 4.01 million units, marking a 24.9% decline compared to the previous year. Detachables saw a 17.7% year-on-year growth, while slates experienced a significant decline of 33.3%. Samsung, Lenovo, Apple, Acer Group, and Realme were the top players in the market.
According to the latest findings from the International Data Corporation (IDC), the tablet market in India experienced a notable downturn in 2023, with shipments totaling 4.01 million units, marking a 24.9%
decline
compared to the previous year.
The data reveals a mixed performance within the tablet categories, with detachables seeing a 17.7% year-on-year growth, while slates experienced a significant decline of 33.3% during the same period.
The consumer segment managed a modest 1.9% year-on-year growth, contrasting sharply with the commercial segment, which witnessed a steep 42.3% decline. This drop in the commercial sector was primarily attributed to the postponement or cancellation of several government deals. Additionally, the education segment saw a substantial decline of 53.7% year-on-year, while small and medium-sized businesses (SMBs) experienced a 25.9% decrease in shipments.
In terms of market leadership,
Samsung
emerged on top with a commanding 39.5% market share, despite experiencing a 34.7% year-on-year decline. The company maintained its dominance in both the commercial and consumer segments, with shares of 46.6% and 33.4%, respectively.
Lenovo secured the second position with a 14.3% market share, though its shipments plummeted by 38.6% year-on-year.
Apple
followed closely behind in third place, holding a 13.9% market share despite an 11.1% year-on-year decline. Acer Group and Realme rounded out the top five with market shares of 7.3% and 6.8%, respectively.
“As newer Chinese vendors such as realme and Xiaomi became aggressive, consumers had more to choose from. With options under US$300, with bigger screens, and increased usage of tablets for on-the-go productivity and entertainment, the consumer segment grew despite challenging market conditions,” said Bharath Shenoy, senior research analyst, IDC India.
Navkendar Singh, associate vice president, Devices Research, IDC India, South Asia & ANZ said, “Tablets will be challenged in 2024 due to reduced demand in the commercial segment. Government-driven projects will be limited in the first half of 2024 due to the elections code of conduct. Also, tablets market will witness stiff competition from Chromebooks and entry level Android notebooks such as JioBook in the manifesto deals. With aggressive pricing, wider screens, keyboards, and 4G connectivity, the prospect of these entry-level notebooks in education deals looks positive.”
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