Q2 Global Android tablet market share falls below 50% for first time in a decade: SA

Strategy Analytics released a report saying that inflation has affected household consumption spending and consumer confidence has declined, but the prevalence of mixed office has driven demand for mobile computing devices, and tablet shipments continue to exceed the epidemic’s previous level.


According to the report, Q2 2022 still follows the pattern of higher shipments of high-end and detachable tablets, with Apple, Windows OEMs, and Samsung (to some extent) benefiting from this, which brings the Android tablet market share down to 49%.

From the perspective of brands, Apple, Samsung, Lenovo, Amazon, and Huawei ranked among the top five in the global tablet market in Q2 details as follows:

  • In Q2 2022, Apple’s iPadOS shipments (wholesale) fell by 7% year-on-year to 14.8 million units, and its global market share rose by 3.3 percentage points to 38%.
  • Samsung leads the Android market in Q2 2022, with shipments down 13% year-on-year to 7.1 million units; market share rose 0.2 percentage points to 18% in the same period, outperforming the overall market.
  • Lenovo returned to No. 3 globally, although shipments fell -25% YoY to 3.5 million units; Lenovo’s tablet market share declined by -1.3 percentage points YoY to 3.5 million units as competition intensified in North America and EMEA by 9%.
  • Amazon followed Lenovo with shipments of 3.4 million units, down 19% year-over-year; market share fell -0.5 percentage points to 9%.
  • Huawei’s tablet shipments fell 34% year-on-year to 1.4 million units, the company’s best performance in more than a year, as sanctions and new competitors fundamentally changed their market strategy for tablets; Market share fell -1.1 percentage points to 4% over the same period.
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