There was a time when tablets weren't popular. Even those who want one typically go for the iPad. However, that's gradually changed in recent years. Brands are starting to sell more tablets, as more people look for larger screen sizes for various purposes. There are even stats to prove it.
Clear signs of increased demand
According to the International Data Corporation (IDC), global tablet shipments grew 13.1% year-on-year in Q2 2025. For your info, that amounts to 38.1 million tablets. The growth is attributed to "product refreshes, replacement cycles, active education projects and subsidies in China". This implies that a large number of tablets are being purchased in China.
Moreover, Apple clearly remains the favourite for fans of tablets. The company leads global tablet shipments with a market share of 33.1%, which is 12.7 million iPads. Samsung is second with 18.7% (7.2 million), Lenovo is third with 8.2% (3.1 million), Amazon.com is fourth with 8% (3 million), and Xiaomi is fifth with 7.4% (2.8 million).
| Company | 2Q25 Unit Shipments (million) | 2Q25 Market Share | 2Q24 Unit Shipments (million) | 2Q24 Market Share | Year-Over-Year Growth |
|---|---|---|---|---|---|
| 1. Apple | 12.7 | 33.1% | 12.4 | 36.6% | 2.4% |
| 2. Samsung | 7.2 | 18.7% | 6.9 | 20.3% | 4.2% |
| 3. Lenovo | 3.1 | 8.2% | 2.5 | 7.4% | 25% |
| 4. Amazon.com | 3.1 | 8% | 1 | 3.0% | 205% |
| 5. Xiaomi | 2.8 | 7.4% | 2 | 5.9% | 42% |
| 6. Others | 9.4 | 24.6% | 9.1 | 26.8% | 3.6% |
According to IDC's senior research analyst, Anuroopa Nataraj, most people buy tablets as a secondary device and tend to look out for discounts. Even Apple's higher sales volume is driven by "lower range iPads", which probably refers to the base iPad model. Obviously, some people prefer the high-end models. However, such people are "brand selective", said Anuroopa.
Are tablets something you'd buy? If so, what do you normally use it for? Let us know in the comments below!
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