How Xiaomi, Realme and Oppo helped tablet market grow – Times of India

As per the latest report from International Data Center (IDC), worldwide tablet shipments reached 40.5 million units in the second quarter of 2022, witnessing a minor 0.15 per cent year-on-year growth. Apple continued to be at the forefront, with 12.6 million units shipped last quarter and a market share of 31 per cent.
Despite the ongoing geopolitical issues, inflation, and strict lockdown restrictions in China, the tablet market has performed reasonably well. The non-declining performance of the tablet segment can be attributed to the continued demand for tablets as a cheaper alternative to PCs. Furthermore, promotional events such as ‘618 days sales’ in China and Amazon’s Prime Day in the US aided sales last quarter.
While Apple continues to lead, the budget tablet makers, especially the Chinese companies Oppo, Xiaomi and Realme, have been able to make an impact on the market. “Many top players have been doing a tremendous job with their distribution strategies and have been able to fully supply tablets for several education projects. Also noteworthy is the proliferation of low-cost detachables, especially from new entrants in regions like Asia/Pacific (excluding Japan and China), that are tapping into the demand for devices for education purposes and disrupting the vendor dynamics,” said Anuroopa Nataraj, senior research analyst, IDC.
Brands including Xiaomi, Realme and Oppo made up 23.3 per cent of the total tablet market with a total shipment of 9.4 million units in Q2 2022. Xiaomi, which has been in the tablet industry for quite some time, made a comeback in the Indian market with the Pad 5. Meanwhile, Realme also entered the space with the Realme Pad last year and has launched two new tablets – Realme Pad Mini and Realme Pad X – ever since. Oppo also now has tablets in its portfolio – Oppo Pad and Oppo Pad Air – with the latter being recently launched in India.
Apple iPad magic continues
Apple, which was at the top of the charts last year, still retains its position with a market share of 31 per cent. The Cupertino giant shipped 12.6 million units, registering a 2.89 per cent decline year on year. Meanwhile, Samsung shipped 7.3 million units last quarter, capturing an 18.1 per cent market share, but it posted a 10.36 per cent decline in the year-on-year growth.
Amazon sees biggest growth
Amazon is the only manufacturer that managed to post growth in Q2 and climbed to third. The company shipped 5.5 million units of its Kindle in Q2, registering a market share of 13.6 per cent. Meanwhile, with a market share of 8.7 per cent and 5.3 per cent, Lenovo and Huawei shipped 5.5 million and 3.5 million units, respectively.

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