India's tablet market declines 10% in Q3 2023; Xiaomi, Realme beat Apple in YoY growth

Tablet market shipment in India declined by 10 per cent year-over-year (YoY) in the September 2023 quarter. However, strong demand for 5G tablets and premium models resulted in 41 per cent quarter-on-quarter (QoQ) growth in the market, CyberMedia Research said in a report on Tuesday. 

Also, 5G tablet shipments grew 86 per cent year-on-year (YoY) in Q3 2023, accounting for 16 per cent of overall tablet shipments. The CMR report also said that the premium tablet PC segment (Rs 30,000 and above) witnessed impressive growth, with shipments increasing 79 per cent QoQ. 

"We believe the uptick in 5G adoption during Q3 2023 marks a crucial industry moment, opening new possibilities for users, content creators, and businesses. With the continued proliferation of 5G, we anticipate an increasingly dynamic and seamless user experience across a diverse range of applications and services.” Menka Kumari, Analyst-Industry Intelligence Group (IIG), CyberMedia Research (CMR)

Interestingly, Chinese manufacturers Xiaomi and Realme grew by around 98 per cent and 86 per cent respectively in Q3. This is much more than that of brands like Apple (20 per cent). However, it is the Cupertino-based company that led the market with 26 per cent share, followed by Samsung at 21 per cent.

"The substantial growth in market shares for key players like Apple, along with strong growth for Realme and Xiaomi from a small base, reflects a growing demand for diverse tablet options in India. The competition is intensifying and companies that can successfully navigate this evolving landscape by focusing on customer preferences and technological advancements are poised for continued success," Kumari said.

Despite a 30 per cent decline in shipment, Lenovo managed to be in third spot with a 20 per cent market share in Q3 2023.

The share of Xiaomi in the tablet market has increased to 9 per cent from 6 per cent in the last quarter i.e. Q2 2023. Similarly, Realme's share has jumped to 14 per cent from just 8 per cent in Q2 2023. 

India's tablet market: Future Outlook

CMR estimates that the overall tablet market in India is expected to experience single-digit YoY growth in 2023.