The tablet emerged in mid-2010 as a promising alternative that combined computer tools with the mobility of mobile devices – at a time when smartphones were still on the rise.
It didn't take long for the new technology to gain market share. In 2011, the number of units sold in Brazil was 1.1 million, an impressive number considering the product was still in its infancy.
The most popular tablets were developed based on traditional iPads, and their success was almost instantaneous. With Android or Microsoft systems, the technology quickly won over consumers and became a mandatory item in the daily lives of many companies – after all, tablets were much more practical than desktop computers.
In this sense, the technology grew progressively until reaching its peak in 2014 when, in Brazil, it reached more than 9.5 million units sold.
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However, the following years were not as promising for the product. Just as its rise to the top happened in an astronomical way, the drop in sales took many by surprise. In 2015, the total number of units sold was 5.8 million, followed by an even sharper drop in 2016, with only 4.0 million units sold in Brazil.
Decline of tablets
Although tablets were very successful in the 2010s, the technology failed to gain a foothold in the market. After a few years at the top, tablets fell into disuse and are now rare items.
But how did this happen?
There are a number of reasons that attempt to explain the decline of tablets in the market. The lack of system optimization, combined with the limited supply of products that run on Android, are some of the main points that indicate the decline. However, the focus on the smartphone market also contributed to the downfall of the technology.
They are back
With remote working and distance learning in the spotlight, tablets are seeing a significant increase in sales and popularity these days. In the second quarter of 2020, tablet sales grew by 26% compared to the previous year – showing a new outlook for this segment.
According to experts, the coronavirus crisis has led to greater competition for access to screens, leading more people to turn to tablet technology to optimize their daily lives, both when working and studying.
With this new wave, the main companies in the segment have been showing a significant increase in sales. Apple, for example, experienced a growth of 38% in the last period. Meanwhile, Samsung, Huawei, Amazon and Lenovo, which top the list of the world's leading tablet suppliers, along with Apple, each saw growth of 33%.
In this way, the new era of tablets is approaching and can bring a lot of profit to the technology sector, as it did in the 2010s.
