The tablet market is enjoying a new lease of life that will be confirmed in 2022. Various elements tend to show that these products could play an important role in the strategies of brands historically dedicated to smartphones.
In 2021, we were talking about the beginning of a strong comeback for tablets. Until then, however, aside from Apple’s ever-popular iPads, these products didn’t seem to be considered a priority among Android makers. Apart from the Samsung Galaxy Tab that have always tried, year after year, to resist the apple, we had few alternatives to eat.
However, in 2022, we can see that the good momentum of last year has not dried up. On the contrary, it intensifies with more and more references launched or provoked by the main players in the sector. In just a few months we have already talked about the Realme Pad Mini, the Oppo Pad Air, the Xiaomi Redmi Pad, the Honor Pad 8, the Vivo Pad or even the Nokia T10. Let’s also not forget the Google Pixel tablet; we’ll get to that. To be a bit broad, we could even cite the Huawei MatePad Pro 2022 under HarmonyOS.
In short, all of this shows that there is momentum in the tablet market. Above all, we can see evidence that these products are of increasingly strategic interest to brands. Enough to allow whiteboards to take a bit of revenge on the smartphones that have long been placed above everything else.
Shelves save furniture
“The tablet market performed better than expected despite inflationary pressures, geopolitical issues and continued restrictions in China due to Covidexplains Anuroopa Nataraj, Senior Analyst at IDC. According to this analysis firm, during the second quarter of 2022, 40.5 million copies were delivered (smartphones represent 286 million sales in the same period). This is a slight increase (0.15%), but it is still an increase compared to the same period last year. Thus, despite an unfavorable context, the tablets are doing quite well, without leaving too many feathers.
Anuroopa Nataraj believes that “Several factors play in favor of tablets: one of them is the continued demand for tablets as cheaper alternatives to PCs.“. It is not all. In the IDC reportwe can read thatNewer vendors like Xiaomi, Oppo, Vivo and Realme also performed better than expected, contributing to the growth of the Android tablet market during the quarter.“.
words corroborated by StatCounter website which shows that the Android tablet market share is interestingly moving up to 48.64% in September 2022.
Keep in mind though that even if leader Apple is losing ground (51.15%), it still has a very big lead. Note that this chart pits apple against all Android manufacturers. The recent iPad Pro M2 and iPad 10 can expect big sales during the holiday season.
smartphones are boring
Therefore, tablets give gamers in the market a few reasons to smile. In contrast, smartphone sales continue to fall inexorably. Not surprisingly, as fewer smartphones have never been replaced since 2008. If this is good for the environment, it leads to less significant cash inflows for brands.
The lack of innovation in smartphones is cited among several causes. Instead of struggling and spending too much energy in this sector, manufacturers may be interested in diversifying their product catalogs to increase their sales. Therefore, tablets represent a good alternative to traditional smartphone manufacturers.
It is an easy sector to enter for these companies – there have always been many crossovers between smartphones and tablets – and, as we have seen, the dynamics of the market are more encouraging.
Google believes in it
Finally, there is another element that can weigh heavily in the balance: Google. In fact, the latter is preparing a Pixel tablet for 2023. This simple project is already encouraging for the entire sector, as it shows that even the web giant believes in this product category. But it does not stop there.
Google is also the one that sets the standard in Android by integrating this or that novelty. However, the Mountain View company is very interested in big screens, whether for smartphones or folding tablets, and therefore wants to adapt the operating system accordingly. It is with this in mind that Android 12L was born.
However, for a long time we have criticized Android and its applications for their suboptimal adaptations to the tablet screen. Google is now showing its desire to change the situation and other Android manufacturers will no doubt be happy to follow suit.
The tablet in the middle?
Here are all the elements that tend to give the tablet an increasingly important place in the strategies of the different brands. After being in the shadow of smartphones for a long time, whiteboards can now boast of becoming a good complement. Also, they have to play an important role at home to control other connected objects.
This is also the vision that Google shares with its Pixel Tablet: thanks to a special charging base, the device can always be used to perform certain tasks, even when it is not in your hands. In that perspective, we are left with the smartphone to carry everywhere, but we use the tablet when we are at home.
Therefore, the tablet has the potential to become a central piece in the ecosystems that each brand strives to build.
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