EMEA Tablet Market Outlook Remains Bullish in the First Quarter

The tablet market in Europe, the Middle East, and Africa (EMEA) is expected to soar in the first trimester of 2021, according to IDC. The forecast for 1Q21 is a solid 17.1% YoY increase, as education continues to boost tablet shipments in the region. Various governmental programs are ongoing across the region to provide students with personal computing devices or subsidize the purchasing of one.

"Notable education deliveries will shape the market in early 2021, with high volumes expected to be shipped in developed and emerging economies alike, said Nikolina Jurisic, senior research manager. "Additionally, tablet demand is expected to profit from supply shortages in components such as integrated circuits and panels that are primarily affecting entry-level notebooks, as the category stands out as an alternative for price-sensitive consumers.

Despite the strong momentum for the first quarter, the tablet market in EMEA is forecast to plummet 10.5% YoY in 2021. Demand for the category triggered by the pandemic is seen to be almost fully satiated in the region, and a gradual return to normal, foreseeable from the summer onwards, would negatively impact the device market.

"Even though the total addressable market has increased, we believe it is heavily skewed towards traditional notebooks, and after all the education deals are deployed there will be an unfavorable year-on-year comparison for tablets," said Daniel Goncalves, research manager, Western Europe Personal Computing Devices. "However, a scenario of near normal in the second half of the year is expected to benefit ultra-versatile devices such as detachables in enterprise. As professionals adopt a hybrid approach between office and remote working, mobility becomes an increasingly indispensable feature which can largely benefit iOS- and Windows-based detachables.