Omdia: Global tablet shipments have grown for two consecutive years, with a year-on-year increase of 5% in the third quarter of 2025. Lenovo has the highest growth rate and returns to third place in the market
Omdia's latest research shows that in the third quarter of 2025, the global tablet market continued to maintain growth momentum, with shipments reaching 40 million units, a year-on-year increase of 5%, achieving the seventh consecutive quarter of growth.
The growth was mainly driven by strong demand in the Middle East and Central Europe, as well as continued support from the purchasing power of Chinese consumers. At the same time, the Japanese government’s GIGA 2.0 education plan has also driven a surge in shipments of Chromebook tablets, injecting impetus into the overall market growth. At the same time, Chromebook shipments reached 4.2 million units, a year-on-year increase of 3%. As global education projects are restarted, deployment in the education field is accelerating, with shipments in the Japanese market being particularly prominent.
Himani Mukka, research manager at Omdia, said: "Although still primarily driven by consumer demand and facing ongoing macroeconomic impacts, the tablet market continues to show strong resilience in 2025. Shipment performance continues to exceed expectations, with consecutive growth over the past two years. Consumer demand is driven by multiple factors, including frequent new product launches, government subsidies, increased demand for children's and gaming tablets, competitive pricing, promotions and back-to-school purchases that vary according to the semester in each region."
She added: "In the third quarter of 2025, the market performed strongly due to seasonal stocking before overseas holidays, as well as festive and Double 11 promotions in Asia Pacific and China. However, shipments are expected to level off in the fourth quarter with limited growth; this trend is expected to continue into 2026 as replacement demand for tablets will slow down."
In the third quarter of 2025, the global tablet market grew by 5.1% year-on-year, mainly driven by strong demand in the Chinese market and the expansion of Chinese tablet manufacturers in the Middle East and Asia-Pacific regions. Apple shipped 14.3 million units, continuing its strong performance in the third quarter of 2024, with year-on-year growth remaining flat. Samsung also remained flat, with shipments of 6.9 million units. Lenovo led the gains among major manufacturers, with shipments reaching 3.7 million units, a year-on-year increase of 23%, mainly due to the expansion of its commercial tablet business in Europe, the Middle East and Africa (EMEA). Huawei ranked fourth with 3.2 million units shipped, a year-on-year increase of 11.5%; Xiaomi ranked among the top five with 2.6 million units shipped, a year-on-year increase of 2.3%.
Omdia research manager Kieren Jessop said: “In addition to Japan’s GIGA In addition to the 2.0 project, the deployment of Chromebooks in the education field is also expanding in other markets, especially in Central and Eastern Europe and North America. In North America, the K-12 education equipment market is divided, with some schools mainly using Chromebooks, while others continue to rely on iPads. Looking to the future, U.S. education funding. It is expected that more will come from state or local governments rather than the federal level, which will bring continued impetus to Chromebook shipments in the region. One case worth watching is New York City's cooperation with Dell and T-Mobile to provide approximately 350,000 LTE/5G connected Chromebooks to public school students this school year. "
In the third quarter of 2025, the Chromebook market grew by 3.1% year-on-year. Lenovo led the market segment with shipments reaching 1.4 million units, a year-on-year increase of 54.6%. Acer ranks second with 18% market share, with global shipments of 800,000 units. HP ranked third, shipping 700,000 units, a year-on-year decrease of 15.3%. Asus, which also benefited from Japan's GIGA 2.0 project, ranked fourth, achieving an impressive 59% year-on-year growth, while Dell rounded out the top five.