The tablet market is doing quite well in the EMEA zone (Europe, Middle East, Africa). As the English analysis firm IDC reports, since 2013, so many tablets have never been sold. Compared to last year at the same period, the market jumped 23.8%. A figure that we have not seen for 6 years. In 2013, growth compared to 2012 was then 27.1%.
In the second quarter of 2020, the tablet market in Western Europe grew by 28.3% compared to the previous year. In Central and Eastern Europe, it takes 26.9% compared to N-1. Finally, African growth is only half that of Europe, with a rate of 10.8% in 2020.
According to IDC, the main factor that can explain such a jump is none other than containment. During the first half of the year, consumers sought to equip themselves with electronic equipment (computers or touch pads) to be able to continue studying or working properly. A result that is all in all quite surprising for the analysis firm, which explains that it was difficult to predict that tablets would constitute a tool of first choice for teleworking or home schooling.
A strong market of 5 major players
Samsung was able to do well, the company being the first seller of tablets during this period. The firm achieves 28.3% of total product sales in the second quarter of 2020. Apple is not far behind, with 21.5%. On the last step of the podium, we find Huawei, which achieves 15% of overall sales in this area. Finally, Lenovo and Amazon close the ranking with 12.1% and 3.8% respectively. Slightly low figures compared to Samsung and Apple.
However, this strong growth should diminish, as explained by Daniel Concalves, research director at IDC. In the third quarter of 2020, the market is expected to see an increase of 10.6% compared to the same period the previous year. For the last three months of the year, only 3.7% growth is expected.