TABLET MARKET ANALYSIS | CMI - PowerPoint PPT Presentation

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  • Coherent Market Insights
  • Market Research and Business Consulting Services
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  • COVID-19 Impact Tracker

  • Tablet Market, by Product type (Detachable and
    Slate), by Operating System (Android, iOS and
    Windows), by Screen Size (below 8 and 8 and
    above), by End- Use Sector(Consumer and
    Commercial), and by Region (North America, Latin
    America, Europe, Asia Pacific, Middle East and
    Africa) - Size, Share, Outlook, and Opportunity
    Analysis, 2019 - 2027
  • The global Tablet Market was estimated to account
    for US 280,391.8 Mn in terms of value and 550.9
    Mn Units in terms of volume in 2019 and is
    expected to grow at CAGR of 20.6 for the period

Market Drivers
  • Significant change in consumer usage patterns is
    expected to drive growth of the global tablet
    market during the forecast period
  • A paradigm shift in consumer preference for
    tablet devices has been observed in the recent
    past. Primarily used for entertainment purposes,
    tablets started gaining traction in a variety of
    applications due to technological advancements
    thereby changing usage patterns among consumers.
    Currently, tablets are being used for various
    applications in numerous sectors including
    education, corporate, personal, commercial, etc.
    Furthermore, tablet designs have changed
    significantly according to consumer demands,
    which include features such as lightweight
    devices and enhanced screen resolution and size,
    augmented graphics for gaming and video
    streaming, and apps to enable payment of bills or
    syncing with other electronic devices for control
    and monitoring purposes. Moreover, advent of new
    improved models with lucrative features is
    expected to boost the global tablet market growth
    during the forecast period.

  • High growth of corporate sectors is expected to
    propel the global Tablet Market growth over the
    forecast period
  • Increasing growth of the global business
    enterprise, owing to rampant economic development
    in emerging economies are major factors
    propelling the global table market growth.
    Furthermore, tablet aids in augmenting business
    setups, owing to different advanced and
    beneficial features offered by major vendors. For
    instance, in July 2015, according to Coherent
    Market Insights' analysis, increasing share of
    tablets is deployed across the U.K., French, and
    German companies. According to Coherent Market
    Insights analysis, around 40 of the users use
    tablets only for business purposes whereas the
    other 60 of the users use the device for
    entertainment or personal usage.

  • Asia Pacific region dominated the global Tablet
    Market in 2019, accounting for 34.8 share in
    terms of value, followed by Europe, North
    America, Middle East and Africa and Latin

Market Restraints
  • Availability of better alternatives is expected
    to restrain growth of the global tablet market
    during the forecast period
  • Growing consumer preference to phablets, a
    fusion device between tablet and phone, is
    expected to hinder the adoption of tablets in the
    near future. Hybrid PC, an integration of
    notebook PC and tablet, provides far more
    advanced features than tablets such as
    lightweight design, external keyboard, and
    enhanced power efficiency. Increasing demand for
    these devices is expected to restrict the market
    growth up to a certain extent. Furthermore,
    growing demand for smartphones, with features
    similar tablets such as wider screens, advanced
    operating systems, and relatively lighter weight
    are expected to restrain the global table market
    growth during the forecast period.
  • Cannibalization by emerging companies is expected
    to hinder the global tablet market growth over
    the forecast period
  • Emerging vendors in the market are focused on
    significantly lowering the cost of tablet
    computers as compared to established vendors. New
    entrants gain high-profit margins, owing to low
    manufacturing costs of devices. As a result of
    this, new vendors are cannibalizing the profits
    of major players in the global tablet market.
    Furthermore, growing competition among major
    market players and constant drop in prices are
    expected to hinder the global tablet market
    growth over the forecast period. For instance,
    Micromax, Asus, and Xiaomi offer tablets with
    similar features as that of key players such as
    Apple and Samsung at a comparatively low price,
    which assists these companies in increasing
    sales, thereby enabling such companies to
    penetrate the global tablet market.

Market Opportunities
  • Introduction of innovative OS and application
    support are expected to present lucrative growth
  • Advent of dual operating systems and extensive
    storage capacity of a number of applications
    downloaded on tablets have facilitated table
    vendors to innovate new operating systems. For
    instance, Android systems provide users with
    upgraded versions clubbed with better operating
    features. Androids Lollipop version was
    introduced in 2014 that offered new design
    language and support. It was soon succeeded by
    Marshmallow version in 2015 which provided better
    control over applications. These factors can
    offer major growth opportunities in the near

  • Technological advancements are expected to pose
    major business opportunities over the forecast
  • Tablet manufacturers can focus on upgrading their
    existing operating systems and offer more
    enhanced features. Manufacturers can launch
    upgraded versions of devices with enhanced
    features in the market thereby creating a firmer
    purchase desire among consumers and drive sales.
    For instance, in 2015, Samsung launched the
    Galaxy Tab A series with updated Android
    Marshmallow, its sixth major version of the
    Android operating system, which offers improved
    features such as multi-user mode, lock screen
    shortcuts, app permissions, and doze mode.

Market Trends
  • North America Trends
  • Expansion of distribution channels is a major
    trend in North America
  • In North America, Apple, Inc. holds the dominant
    position in the regional table market. The
    company has diversified its distribution channels
    with the aim of expanding its consumer base.
    Previously, Apple tablets were distributed
    through Apple stores and Apple websites. However,
    the company has started distributing the tablets
    from different e-commerce websites such as Best
    Buy, Amazon, and Flipkart.
  • Growing usage in non-conventional end-use sectors
    is expected to boost the demand for tablets
  • Growing adoption of tablets by non-conventional
    end users such as restaurants, education, and
    healthcare sectors is expected to boost the
    demand for tablets in the region during the
    forecast period. This high demand is owing to
    growing tablet applications as a means to enhance
    educational institutions. In restaurants,
    table-top tablets are used for displaying menus,
    and to enable customers/patrons to place food
    orders and pay bills.

  • Latin America Trends
  • Android tablets are expected to hold a dominant
    position in the Latin America tablet market
  • Currently, the Android operating system accounts
    for major share in the regional market. A number
    of android device manufacturers are focused on
    entering into the regional table market. Although
    iOS holds a dominant position in the market,
    Android devices are expected to account for a
    larger share in the near future. According to
    Coherent Market Insights analysis, Android
    tablets accounted for 74 share of the tablet
    market in Argentina and 71 share in Brazil and
    59 share in Mexico.
  • Educational institutes are expected to emerge as
    new end users
  • Educational institutes in Latin America are
    increasingly adopting tablets, in order to
    modernize teaching methods that combine digital
    tools with conventional teaching techniques is
    expected to drive growth of the tablet market in
    Latin America. For instance, in 2014, the
    Government of Mexico announced plans to
    distribute 700,000 tablets to teachers and
    students in elementary schools in the next
    financial year. Moreover, in 2014, the Ministry
    of Education of Colombia distributed 300,000
    units of tablets to various public schools in the

Value Chain Analysis
Segment information
  • In global Tablet Market, by operating system, iOS
    sub-segment dominated the global market in 2019,
    accounting for 45.7 share in terms of value,
    followed by Android and Windows respectively.

Competitive Section
  • Key players operating in the global tablet market
    are Acer Inc., Asustek, Apple Inc., Xiaomi,
    Samsung, Lenovo Group Limited, Micromax, and
    Huawei Technologies Co. Ltd.

Key Developments
  • Key companies in the market are focused on
    product launches, in order to enhance their
    product portfolio. For instance, in August 2018,
    Asustek, a Taiwan-based technology company,
    introduced three new Android tablets Eee Pad
    Slider, Eee Pad Transformer, and Eee Pad MeMo at
    Consumer Electronics Show in Las Vegas, U.S.
  • Major market players are involved in product
    launches, in order to gain competitive edge in
    the market. For instance, in March 2019, Apple
    Inc. introduced its two new tablets, iPad Mini
    and iPad Air with Apples A12 Bionic processor.

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