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Federica Laricchia
Research expert covering the global consumer technology industry
Get in touch with us nowBetween 2012 and 2023, Samsung and Apple established themselves as the leading tablet vendors in Europe. Over the years, Samsung's market share increased, reaching over 33 percent in 2022. On the contrary, Apple's share of the market declined, amounting to under 50 percent in 2023.
In 2010, Apple released the iPad, the first modern tablet. Consequently, consumer electronics companies, such as Samsung, Huawei, and Xiaomi, manufactured their own tablets and entered this competitive market. The devices gained popularity around the world and in Europe, where Apple is the leading tablet vendor. Particularly, the American tech giant shipped around 11 million tablets in Western Europe in 2022. Samsung followed, with roughly five million units shipped in the same year.
Tablets, devices combining the functionalities of laptops and the portability of smartphones, have become widely used among consumers, also in Europe. For instance, roughly 35 million people are forecast to be tablet users in the United Kingdom in 2023, while the number of tablets users in France is forecast to exceed 30 million in the same year. At the same time, the device penetration in European countries increased and will continue increase. For instance, in Italy, the tablet penetration rate was almost 39 percent in 2023 and was forecast to reach around 44.5 percent by 2027.
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* For commercial use only
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Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.