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Publication date: 05 Sep 2023

IDC:Tutoring Tablet shipments in Q2 up 36.6% YoY, Baidu remains market leader

Beijing, August 08th,2023- According to IDC's quarterly tracking report, China's Tutoring Tablet market shipped about 1.03 million units in Q2 2023, a year-on-year (YoY) increase of 36.6%. Shipments in the first half of the year were approximately 2.2 million units, up 37.2% YoY.

Since the fourth quarter of 2022, the Tutoring Tablet market has entered a second phase of development with wider demand that is driven by increased consumer awareness. Competition is becoming more intense as many new players continue to enter the market, including tutoring company Xueersi and Youdao, an intelligent learning firm under NetEase. Currently, shipments are still showing upward momentum, with a diversification of consumer demand.

Market performance of the top three Tutoring Tablet manufacturers in Q2 2023

  • Baidu Inc

The Xiaodu's G-series of products helped Baidu rank first in the overall Tutoring Tablet market. The Baidu G series is offered at an affordable price and comes with the Wenxin AI system. It ranks top in the 1,000 - 2,000 RMB price range segment.

• iFlytek

iFLYTEK is an industry pioneer in the field of artificial intelligence and has widely used AI in their Tutoring Tablets. This has enabled its T-series products to lead in market share for Tutoring Tablets that are priced above RMB 6,000 and enabled the new C-series products iFLYTEK to move up one place in the 1,000 to 2,000 RMB price range, in Q2 2023. Overall, iFLYTEK's shipments now rank second place in the market.

• BBK Electronics

BBK is an established manufacturer of Tutoring Tablets and has always held top spot for market share in offline sales channels. Their T series and X series products strongly led in the offline segment priced over RMB 4,000 in the first half of 2023. The S series products have also gradually increased their market share due to both excellent performance, good content and AI functionality. The new S7 model will be released in the third quarter with improved performance, upgraded screen and is expected to have a better overall user experience.

A clear trend towards larger screens

Despite the continued market dominance of Tutoring Tablets with 10 to 11-inch screens, the market share of products with screens over 15 inches has been increasing and reached 16.5% in the first half of 2023. Parents are making the screen quality a priority with built in eye-protection and larger screen tablets and will continue to be a strong trend. Performance and content provision are improving as they are also key differentiators.

IDC China analyst Brian Feng believes that the overall market size for Tutoring Tablets in China will steadily increase with rising consumer demand. Consumer experience will continue to improve as more brands from the K12 educational industry vertical enters the Tutoring Tablet market.

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