Tablet market shrank by 23% in the third quarter

The global tablet market is going through a difficult time. According to data from analysis company Omdia, sales decreased by 23% on an annual basis in the third quarter. Moreover, this decline goes beyond even the loss in smartphone sales.

The numbers clearly show the size of the picture. In the same period last year, 41.8 million tablets were sold. However, this year, only 32.2 million devices found buyers during the quarter. Therefore, the difference between the two periods reached approximately 9.6 million units.

Apple and Samsung Fall Hard as the Tablet Market Shrinks

Apple maintains its leadership. The company sold 11.6 million devices in the quarter. However, its sales fell 27.5%. So Apple experienced a steeper decline than the market's overall loss.

Samsung maintained its second place. The company's sales were 5.4 million units. However, Samsung's sales also decreased by 21.7%. Thus, both major players were heavily affected by the contraction in the tablet market.

Lenovo Became the Only Growing Brand

During this period of decline, Lenovo moved in the opposite direction. The company increased its sales by 11.9% and sold 4.1 million tablets. And it did this in a quarter in which most of its rivals lost.

Xiaomi and Huawei were also in the top five. But sales of both brands declined. While the decrease in Xiaomi was 10.6%, the loss in Huawei reached 43%. On the other hand, Huawei was the brand that experienced the sharpest decline on the list.

Third Quarter Figures Overview

To compare the quarterly performance of brands, it is necessary to look at the figures together. For example, although Apple had the highest sales, it experienced one of the largest percentage losses. Additionally, Lenovo stood out as the only brand that recorded an increase in the list.

Apple: 11.6 million units, 27.5% year-on-year decrease

Samsung: 5.4 million units, 21.7% year-on-year decrease

Lenovo: 4.1 million units, 11.9% annual increase

Xiaomi: 10.6% year-on-year decline

Huawei: 43% year-on-year decline

According to the figures announced by Omdia, 32.2 million tablets were sold in the third quarter. For this reason, total sales were well below the level of 41.8 million units in the same period of the previous year.