Samsung and Cherry Still on Top, Despite Decline of Tablet Sales in recent IDC data

According in the recent data from market analysts IDC, Philippines tablet shipments declined significantly last 2023 to 747,000 units – down 39.8% year-over-year. This marks a return to shipment levels last seen in 2019, prior to boosts during the pandemic. 

Tablet shipments grew between 2020-2022, peaking at 1.23 million units in 2021. However, 2023 volumes aligned with the 747,000 shipped in 2019. Notable like Samsung, as the new Galaxy Tab A9 and S9 FE models launched in Q4 2023 helped drive quarterly shipments up 35.1% sequentially to 218,000 units.

Samsung: 1st , 221.5 thousand units shipped, 29.5% of the market in 2023, decline year-on-year of 42.1%

Cherry Mobile: 2nd, 105.6 thousand shipments and a 14.1% market share , largest year-on-year decline at 59.1%.

Huawei: 3rd, 88.7 thousand units shipped, 11.8% market share,27.6% drop year-on-year.

Xiaomi: 4th, 74.7 thousand units, 11.0% market share with a year-on-year decline of 34.5%.

realme: 5th, 66.8 thousand shipments, 8.9% market share, 2nd-largest year-on-year decline of 60.0%.

Others: Accounted for 193.0 thousand shipments, making up 25.7% of the market.

Overall Market: Total shipments were 750.3 thousand units, a decrease of 39.8% from the previous year, marking the lowest since 2012.

IDC analyst Angela Medez noted government agencies previously procured over 300,000 tablets annually for education between 2020-2021. But this declined in 2022-2023 as priorities shifted away from tablets. With more choice than ever among phones, PCs, hybrids and new form factors, tablet makers face an uphill battle for consumers without differentiation.

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