Tablet and Chromebook Shipments Drop in Q3 2022

Apple ipad
(Image credit: Apple)

NEEDHAM, Mass.—Economic uncertainties helped push worldwide tablet and Chromebook shipments sharply lower in Q3 2022 compared to a year earlier according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker. 

The data showed that worldwide tablet shipments were down 8.8% year over year in Q3 2022, totaling 38.6 million units, and that Chromebook shipments fell to 4.3 million units, a year-over-year decline of 34.4%. 

Both markets have now shifted from supply constrained industries to ones that are demand challenged as consumer and education spending has slowed in the face of economic uncertainties, the IDC reported. 

IDC analysts also reported that Chinese vendors continue to do well in emerging markets where there is low-end demand and that sanctions from many vendors also enabled Chinese vendors like Huawei to perform well in the Russian market. 

Meanwhile, the emergence of low-priced Chinese OEMs like Realme, Xiaomi, Oppo and others, has fueled strong competition in the lower range devices. However, these gains still couldn't offset the decline experienced by the main tablet vendors.

Apple led in worldwide tablet shipments with 14.5 million units, a 37.5% market share, followed by Samsung (7.1 million shipments and a 18.4% share) and Amazon (4.3 million shipments and a 11.1% market share) in Q3 2022. 

"After massive growth in 2020 and 2021, a decline in the tablet market was expected in 2022. The market is now experiencing not only a slowdown in demand, but also some strong macro-economic headwinds. Even though most tablets (Android) and Chromebooks are lower cost, we're now seeing buyer concerns even at the low end. This is largely driven by these rising economic concerns," said Anuroopa Nataraj, senior research analyst with IDC's Mobility and Consumer Device Trackers. "However, tablets have found many more use cases since the pandemic, from their role in the workspace to both in-person and remote learning, entertainment, and even digital transformations across various verticals."

"Chromebooks face a number of challenges in the industry, not all of which are because of limitations to the platform," said Ryan Reith, group vice president with IDC's Worldwide Mobile and Consumer Device Trackers. "We firmly believe Chromebooks will continue to play a fundamental role in personal computing, and ultimately grow in presence compared to other existing platforms. But the growth will continue to be tempered as the industry adapts to this new environment we are all living in. We have seen many of the large PC brands prioritize around opportunities within the Windows PC space, and without their support from the supply side the Chrome market will continue to move rather slowly."

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.