16 Mar 2022

IDC Reports Thailand’s Tablet Market Posted a Solid 77% Growth in 2021

BANGKOK, March 17, 2022 – According to the International Data Corporation’s (IDC) Quarterly Personal Computing Device Tracker, Thailand’s tablet shipments reached 2.0 million units, growing 76.9% year-over-year due to stay-at-home demand for working, learning, and entertainment. Heightened demand for online grocery and food delivery services amid the coronavirus outbreak also drove commercial usage.

“As the pandemic persisted, the Thai government suggested that schools and universities conduct activities online, resulting in tremendous demand among students. A shift towards a more inclusive digital world made devices like tablets more of a necessity than a luxury, driving the Thai tablet market to almost double from 1.2 million units in 2020,” said Teerit Paowan, Market Analyst Client Devices at IDC Thailand.

However, supply could not catch up with demand. With ongoing supply chain challenges, prominent brands like Apple and Samsung could not fulfill all of it, allowing newcomers like Xiaomi and realme to step in.

Thailand Tablet Shipments (000), Share, and YoY Growth by Top 5 Companies, 2020-2021

Company

2021 Shipments

2021 Market Share

2020 Shipments

2020 Market Share

YOY Growth

1. Apple

1,173.7

57.3%

695.0

60.0%

68.9%

2. Samsung

488.8

23.9%

288.5

24.9%

69.4%

3. Huawei

147.9

7.2%

94.0

8.1%

57.4%

4. Lenovo

88.8

4.3%

33.7

2.9%

163.4%

5. realme

39.9

1.9%

-

-

-

Others

108.2

5.4%

46.3

4.1%

133.1%

Total

2,047.3

100.0%

1,157.5

100.0%

76.9%

Source: IDC Quarterly Personal Computing Device Tracker, 2021Q4

Shipments are expected to be flat in 2022 due to saturation, but that is still almost twice the size of pre-pandemic 2019.

“In the long run, the tablet market is a software game, not a hardware game. New players may see the opportunity and come in to play, but in long term it is going to be hard to stay in the market if the brand does not offer ease of use or best-in-breed software,” said Paowan.

For more information about IDC’s tracker products and research services, please contact Teerit Paowan at tpaowan@idc.com.For media inquiries, please contact Fenny Tjandradinata ftjandradinata@idc.com or Jane Yap at jqyap@idc.com.

-Ends-

About IDC Trackers

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC's Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and online query tools. 

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,200 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDCASEAN  and LinkedIn. Subscribe to the IDC Blog  for industry news and insights.

Coverage