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Strategy Analytics: Video and Education Drive Demand for Bigger Tablets as Global Sales Increase for First Time Since 2014

09/23/2020

Majority of tablets (56%) shipped in 2020 forecasted to be 10” or larger for first time ever

BOSTON--(BUSINESS WIRE)-- Households are more crowded than ever at all times of the day with work, learning, and entertainment all occurring in the home as a result of COVID-19 counter-measures. To meet these needs consumers have been buying tablets at the fastest rate in six years, and as a result global sales are expected to increase 1% year-on-year to 160.8 million units in 2020, according to Strategy Analytics’ latest report. The analysis also shows that consumers are switching to larger displays, with a majority now larger than 10” for the first time. The increasing use of tablets for productivity and education has also led to higher sales of Detachable 2-in-1 devices (such as Samsung’s Galaxy Tab S7, Microsoft’s Surface Pro 7, and all of Apple’s current iPad models except for the iPad mini), which allow for a keyboard to be attached. The report suggests that, while tablet sales are likely to remain plateaued over the coming years, the trend towards devices which compete more seriously as notebook PC alternatives is likely to continue.

The full report from Strategy Analytics’ Connected Computing Devices (CCD) service, Tablet Display Size Shipment and Installed Base Forecast by Form Factor 2010-2025: H2 20 Update can be found here: https://www.strategyanalytics.com/access-services/devices/tablets-and-pcs/connected-computing-devices/market-data/report-detail/tablet-display-size-shipment-and-installed-base-forecast-by-form-factor-2010-2025-h2-20-update-220920

Eric Smith, Director – Connected Computing said, “Productivity is a key driver in these trends, but let’s face it: quarantine is boring and streaming video is always better on a larger screen. Even low-cost entertainment slate tablets have caught a piece of the boom in tablet demand. Small sized tablet demand is declining as large smartphones/phablets continue to put pressure on small tablet demand. Accordingly, tablet vendors have focused their portfolios on the 10" to 13" segment and notebook sizing has moved to 13" and beyond for the most part. In addition to the shift toward larger screen sizes, detachable tablet shipments have more than doubled from 17% tablet market share in 2017 to 40% in 2020.”

Chirag Upadhyay, Senior Research Analyst added, “Notebook vendors are competing just as strongly for entertainment needs (like for gaming, or adding improved displays and audio) and have an advantage in the productivity category which has been built up over the last two years during the commercial PC refresh. Furthermore, economic stimulus during the pandemic may be driving artificially high demand and as reality sets in and in-person work and school become widely available once again, intense competition will result in more market consolidation. Over the long-term, this crash course in working from home will result in some portion of workers, students, and employers that will remain remote after the pandemic, sustaining a higher level of mobile computing demand than previously anticipated.”

Exhibit 1: Tablets Transforming to Compete More in the Notebook Domain1

Global Tablet Market Share by Screen Size
(% of Total Shipments)

Screen Size

 

2019

 

2020

 

2021

 

2022

 

2023

 

2024

 

2025

Under 10"

 

55%

 

44%

 

42%

 

39%

 

38%

 

37%

 

36%

10" and Above

 

45%

 

56%

 

58%

 

61%

 

62%

 

63%

 

64%

Totals

 

100%

 

100%

 

100%

 

100%

 

100%

 

100%

 

100%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Global Tablet Market Share by Form Factor
(% of Total Shipments)

Form Factor

 

2019

 

2020

 

2021

 

2022

 

2023

 

2024

 

2025

Slate Tablet

 

70%

 

60%

 

56%

 

53%

 

52%

 

51%

 

51%

Detachable 2-in-1

 

30%

 

40%

 

44%

 

46%

 

45%

 

44%

 

45%

Foldable Tablet

 

0%

 

0%

 

1%

 

2%

 

3%

 

4%

 

5%

Totals

 

100%

 

100%

 

100%

 

100%

 

100%

 

100%

 

100%

Source: Strategy Analytics' Connected Computing Devices service

 

1 All figures are rounded

 

Source: Strategy Analytics, Inc.

#SA_Devices

About Strategy Analytics
Strategy Analytics, Inc. is a global leader in supporting companies across their planning lifecycle through a range of customized market research solutions. Our multi-discipline capabilities include: industry research advisory services, customer insights, user experience design and innovation expertise, mobile consumer on-device tracking and business-to-business consulting competencies. With domain expertise in: smart devices, connected cars, intelligent home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution to meet your specific planning need. For more information, visit us at www.strategyanalytics.com

For more information about Strategy Analytics
Connected Computing Devices: Click here

US: Eric Smith, +1 617 614 0752, esmith@strategyanalytics.com
UK: Chirag Upadhyay, +44 1908 423 643, cupadhyay@strategyanalytics.com

Source: Strategy Analytics

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