The worldwide tablet market maintained its growth momentum in the third quarter of 2025, with shipments reaching 40 million units – up 5 percent year-on-year – marking the seventh straight quarter of expansion, according to new research from Omdia.
The growth in the tablet market was driven by robust demand in the Middle East and Central Europe, as well as sustained consumer spending in China. A surge in Chrome tablet shipments to Japan also contributed, boosted by the government’s GIGA 2.0 education program. Chromebook shipments rose 3 percent to 4.2 million units, supported by renewed global education deployments, particularly in Japan.
Omdia Research Manager Himani Mukka said the tablet market has shown strong resilience in 2025 despite economic headwinds. Himani Mukka attributed the growth to frequent product launches, government subsidies, demand for kids’ and gaming tablets, competitive pricing, and seasonal back-to-school promotions.
In Q3 2025, seasonal sell-in ahead of holiday sales in the West and 11.11 promotions in Asia-Pacific helped boost volumes. However, Omdia expects shipment momentum to flatten in Q4 2025 and remain stable into 2026 as replacement demand softens.
Leading Tablet Vendors in Q3 2025
Apple maintained its leadership position, shipping 14.3 million units with flat growth. Apple has 35.6 percent share in the global tablet market in Q3-2025.
Samsung also reported flat shipments at 6.9 million units. Samsung has 17.3 percent share in the global tablet market in Q3-2025.
Lenovo recorded the strongest growth among top vendors, with shipments up 23 percent to 3.7 million units, driven by its commercial success in Europe, the Middle East, and Africa. Lenovo has 9.1 percent share in the global tablet market in Q3-2025.
Huawei ranked fourth with 3.2 million units, up 11.5 percent. Huawei has 8 percent share in the global tablet market in Q3-2025.
Xiaomi completed the top five with 2.6 million units, a 2.3 percent annual rise. Xiaomi has 6.6 percent share in the global tablet market in Q3-2025.
Chromebook Market
The global Chromebook market grew 3.1 percent in the third quarter of 2025, according to Omdia. Lenovo led the segment with 1.4 million units shipped, marking a strong 54.6 percent year-on-year increase.
Acer achieved 0.8 million in terms of units shipment. HP ranked third with 0.7 million units, recording a 15.3 percent annual decline. Asus, boosted by Japan’s GIGA 2.0 education initiative, secured fourth place with 59 percent growth, while Dell completed the top five.
Lenovo (33 percent market share), Acer (18 percent), HP (16.1 percent), Asus (15.9 percent) and Dell (11.3 percent) are the leading Chromebook vendors in Q3-2025.
Omdia noted that Chromebook demand was supported by expanding education projects worldwide. Kieren Jessop, Research Manager at Omdia, said deployments are increasing across Central and Eastern Europe and North America.
In North America, the K–12 device landscape remains divided, with many schools relying on Chromebooks while others use iPads.
“Looking ahead, more education funding in the US is expected to come from state or local governments, offering stable support for Chromebook growth,” Kieren Jessop said.
New York City’s partnership with Dell and T-Mobile to provide around 350,000 LTE/5G-connected Chromebooks to public school students this academic year as a key example of this trend.
Shafana Fazal
