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Tablet and Chromebook Shipments Continued to Decline in Q3 Amidst Ongoing Market Headwinds, According to IDC Tracker

Worldwide tablet shipments were down 8.8% year over year in the third quarter of 2022 (3Q22), totaling 38.6 million units, according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker. This was the fifth straight quarter of decline for the tablet market. Chromebook shipments also struggled in 3Q22, falling to 4.3 million units and a year-over-year decline of 34.4%. Both markets have now shifted from supply constrained industries to ones that are demand challenged as consumer and education spending has slowed in the face of economic uncertainties.

Chinese vendors continue to do well in emerging markets where there is low-end demand. Sanctions from many vendors also enabled Chinese vendors like Huawei to perform well in the Russian market. Meanwhile, the emergence of low-priced Chinese OEMs like Realme, Xiaomi, Oppo and others, has fueled strong competition in the lower range devices. However, these gains still couldn't offset the decline experienced by the main tablet vendors.

"After massive growth in 2020 and 2021, a decline in the tablet market was expected in 2022. The market is now experiencing not only a slowdown in demand, but also some strong macro-economic headwinds. Even though most tablets (Android) and Chromebooks are lower cost, we're now seeing buyer concerns even at the low end. This is largely driven by these rising economic concerns," said Anuroopa Nataraj, senior research analyst with IDC's Mobility and Consumer Device Trackers. "However, tablets have found many more use cases since the pandemic, from their role in the workspace to both in-person and remote learning, entertainment, and even digital transformations across various verticals."

"Chromebooks face a number of challenges in the industry, not all of which are because of limitations to the platform," said Ryan Reith, group vice president with IDC's Worldwide Mobile and Consumer Device Trackers. "We firmly believe Chromebooks will continue to play a fundamental role in personal computing, and ultimately grow in presence compared to other existing platforms. But the growth will continue to be tempered as the industry adapts to this new environment we are all living in. We have seen many of the large PC brands prioritize around opportunities within the Windows PC space, and without their support from the supply side the Chrome market will continue to move rather slowly."

Top Five Tablet Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q3 2022 (Preliminary results, combined company view for the current quarter only, shipments in millions)

Company

3Q22 Unit Shipments

3Q22 Market Share

3Q21 Unit Shipments

3Q21 Market Share

Year-Over-Year Growth

1. Apple

14.5

37.5%

14.7

34.6%

-1.1%

2. Samsung

7.1

18.4%

7.4

17.5%

-4.0%

3. Amazon.com

4.3

11.1%

4.7

11.1%

-8.1%

4. Lenovo

2.7

7.0%

4.3

10.1%

-36.6%

5. Huawei

2.4

6.2%

2.3

5.5%

2.0%

Others

7.6

19.7%

9.0

21.2%

-15.3%

Total

38.6

100.0%

42.4

100.0%

-8.8%

Source: IDC Worldwide Quarterly Personal Computing Device Tracker, October 31, 2022

Top Five Chromebook Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q3 2022 (Preliminary results, combined company view for the current quarter only, shipments in millions)

Company

3Q22 Shipments

3Q22 Market Share

3Q21 Shipments

3Q21 Market Share

Year-Over Year Growth

1. Acer Group

1.0

23.9%

1.4

20.6%

-23.8%

2. Dell Technologies

0.9

21.6%

1.2

17.7%

-19.9%

3. HP Inc.

0.8

18.5%

1.1

16.6%

-26.8%

4. Lenovo

0.7

16.5%

1.6

24.0%

-54.8%

5. Samsung

0.3

7.9%

0.5

8.3%

-37.1%

Others

0.5

11.6%

0.9

12.9%

-41.4%

Total

4.3

100.0%

6.6

100.0%

-34.4%

Source: IDC Worldwide Quarterly Personal Computing Device Tracker, October 31, 2022

  • Data is preliminary and subject to change.
  • Shipments include shipments to distribution channels or end users. OEM sales are counted under the company/brand under which they are sold.
  • The "Company" represents the current parent company (or holding company) for all brands owned and operated as subsidiary.
  • Chromebook numbers include Notebook PCs running Chrome OS.

About IDC Trackers

IDC Tracker products provide accurate and timely market size, company share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly Excel deliverables and on-line query tools.

Click here to learn about IDC's full suite of data products and how you can leverage them to grow your business.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights.

All product and company names may be trademarks or registered trademarks of their respective holders.

Worldwide tablet shipments fell 8.8% year over year in Q3 2022, totaling 38.6 million units, while Chromebook shipments declined 34.4% to 4.3 million units, according to preliminary data from the IDC Worldwide Quarterly Personal Computing Device Tracker.

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