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Tablet Market Growth Hits 8-Year High as Work-from-Home Trend Entrenches

by Eric Smith | Apr 29, 2021

People are still working, learning, and playing from home, which has led to more demand for tablets than can be met right now, according to our latest research. Apple, Samsung, Lenovo, and Amazon all posted strong tablet results in Q1 2021 as COVID has reshaped how consumers spend time and where they get work done. Tablets are now able to meet this moment after years of productivity-focused upgrades. Employers and employees have found key benefits in work-from-home (WFH) arrangements, which could bode well for longer term tablet usage and ownership trends.

Q1 2021 Preliminary Tablet Vendor and OS MS Chart

Samsung and Apple virtually matched year-on-year shipment growth at 76% and 75% while Lenovo more than doubled shipment growth for the second quarter in a row.

To find this kind of growth, we have to go all the back to Q1 2013, which is just incredible to think about. One thing to keep in mind is a favorable comparison to the dire environment the world was facing in Q1 2020. Still, continued work-from-home activity has baked in the need for real computing power in the home for each member of the household. Our surveys are showing that attitudes toward WFH are net positive even as people look beyond COVID restrictions lifting.

Apple had very strong performance last quarter, but so did many of its Android rivals like Samsung, Lenovo, and Amazon. Productivity is a part of most vendor line-ups now, which lends well to work and learn-from-home demand. Even as laptop demand stays hot, Windows Detachables from Microsoft, Lenovo, HP, and Dell are showing growth once again. And, as we all seek ways of unwinding at home, tablets provide flexibility in being able to enjoy videos, games, and communication.

The full report, “Preliminary Global Tablet Shipments and Market Share: Q1 2020 Results” can be found here: https://www.strategyanalytics.com/access-services/devices/tablets-and-pcs/connected-computing-devices/market-data/report-detail/preliminary-global-tablet-shipments-and-market-share-q1-2021-results-290421
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