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India's Giant—but Fragmented—Tablet Market

Relatively few consumers have tablets

February 8, 2017 | Mobile

Measured by market penetration, tablet usage is barely a blip in India. At 5.5% of the total population, India has the lowest tablet usage of the more than 30 countries for which eMarketer creates estimates.

Tablet Shipment Share in India, by Brand, Q3 2016 (% of total)

Nevertheless, because of its enormous population, India has the third highest number of tablet users in the world—more than 70 million this year, eMarketer projects. Only China and the US have more users.

New data from CyberMedia Research (CMR) and the International Data Corporation (IDC) offer some details on which brands of tablets Indian consumers are using.

According to IDC, the tablet market in India is fairly fragmented, with five companies capturing at least 10% of total shipments. In Q3 2016, Datawind had the largest share, followed by Samsung, iBall, Lenovo and Micromax.

4G LTE-Enabled Tablet Shipment Share in India, by Brand, Q3 2016 (% of total)

But “other” suppliers amounted to more than 20% of the market, pointing to a competitive landscape.

Meanwhile, CMR data focusing only on 4G LTE-enabled tablets found that Lenovo was the leading supplier during the same period, with nearly 40% of the market.

Samsung was a strong second, with 30% of the market, followed by iBall and Apple. In contrast to the broader tablet market in India, the specialized market tracked by CMR shows much less fragmentation. The four top players made up 96% of 4G LTE-enabled tablets shipped.

—Ben Clague

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