Medications in good condition.
The tablet market is set for a nuanced growth trajectory in the second half of 2025, according to industry experts. The projected tablet sales indicate a complex trend, with some markets experiencing growth, while others may face challenges.
Globally, tablets continue to be shipped in large volumes, with around 128.5 million units shipped worldwide in 2023. Apple remains the leading vendor with about 32% market share, although its share has slightly declined while Samsung's Android tablets have gained ground. In the United States, the tablet market is expected to reach around $15.6 billion by 2025, reflecting ongoing demand despite some headwinds.
In China, the tablet market is showing signs of growth, with tablet shipments growing 7% year-on-year in Q1 2025. This growth is partly driven by brands like Huawei and Apple, supported by government subsidies. Some vendors like Xiaomi experienced strong growth (57% YoY), indicating pockets of faster growth in certain markets.
The growth of the tablet market is influenced by several factors. The introduction and popularity of hybrid tablets (convertibles, detachables) with ease of use and portability are key growth drivers. These devices cater to business, medical, commercial, and defence users effectively, leading to increased usage beyond just entertainment. Demand for efficient cost, battery life, and user ease also supports sales of conventional tablets.
However, the presence of large smartphones is a major factor hampering tablet growth, as these devices overlap with tablets in screen size and functionality, limiting tablet sales growth. Other factors such as high costs, technical constraints, and the lack of USB ports and traditional keyboards in some models restrict some consumer adoption and may curb growth.
In Russia, tablet sales for the first half of 2025 increased by 8% year-on-year, totaling 1.5 million devices worth 28.3 billion rubles. Huawei held the largest market share, accounting for 14% of the market in the first half of 2025. Samsung and Redmi followed closely behind, with 12% and 11% market share respectively.
Looking ahead, tablet demand is likely to slow down due to a shift in interest towards laptops ahead of the academic season. In a favourable scenario, the tablet market may grow by 5% by the end of the year, but in a negative one, it may shrink by 10-15%. The trend of slowing tablet sales growth is expected to continue until the end of 2025, as "those who needed one already bought it last year", says Denis Kuskov, CEO of TelecomDaily.
In conclusion, the tablet market's continued evolution towards hybrid models and expanded use cases is a crucial factor to watch going forward. While growth will be tempered by competition and market saturation, certain regions and segments, especially for hybrid and productivity-focused devices, are expected to experience growth.
Technology and gadgets, particularly hybrid tablets, are driving the evolution of the tablet market. These devices, such as convertibles and detachables, offer ease of use and portability, making them popular among business, medical, and defense users, as well as consumers seeking efficient cost, good battery life, and user-friendly experiences. However, challenges still persist, including competition from large smartphones and market saturation, which may curb growth and contribute to a slowdown in demand for conventional tablets.
