Samsung leads the tablet segment

COVID-19 pushed everyone to be tech-savvy. Businesses and consumers adopted online culture and prepared themselves to be ready for the digital future. Usage of tablets grew across industries like retail, healthcare, education, etc., and even as personal entertainment devices. The Indian tablet market grew 68 percent year-on-year (YoY) in the first quarter ended March 2022, and tablet shipments are likely to register a healthy 10-12 percent growth in 2022, according to CMR reports.

Tablet – Brand Affinity Index

* All the graphs show the top 5 brands' scores only

It looks like we are repeating last year’s winner's list – Samsung, Apple, and Lenovo. Samsung continues to lead the tablet market with its quality products. Without a doubt, Apple is a strong contender, despite being the choice of select consumers only. Lenovo managed to retain its market share. However, compared to last year, Asus lost its grip this year, and Dell and HP both got benefits from that with Dell grabbing the fourth spot and HP the fifth.

Tablet– Spontaneous Brand Awareness

3 8

Once again we have Samsung (97 percent), Lenovo (91 percent), and Apple (89 percent) as the top three names followed by HP (78 percent) and Dell (75 percent). iBall was in our top five list last year, but this year it slipped majorly.

Tablet – Current Usage

4 8

Among the currently used tablet brands by the respondents, Samsung once again got the highest score. Lenovo is the second top brand on the list followed by Dell, Asus, and Apple. Apple was in the third spot last year, followed by Asus and Dell. This year Dell rose to the third spot. Apple has to pay heed to the changing nature of the Indian market and the requirements of the users.

Tablet – Future Purchase Consideration

5 9

Currently, most of our respondents don’t have Apple tablets, but in the future, they may buy them. For future consideration, we got two winners with the same scores – Samsung and Apple. HP was next on the list followed by Dell, Lenovo, and Acer. Samsung, Apple, and Lenovo were in the top three last year as well, along with Asus and iBall. But this time iBall is missing from the top five list, Asus also struggled.

Tablet – Overall Brand Satisfaction

6 8

Without any doubt, Samsung users are the most satisfied with a 99 percent score. Dell and Apple became the first and second runners-up with 94 percent and 93 percent scores respectively, followed by HP and Lenovo (88 percent), Asus and LG (83 percent). Last year, we witnessed close competition between Samsung and Apple. While Samsung won this year, Apple slipped to the third spot, which means Dell is doing really well and may compete with Samsung in the future.

Tablet – Brand Loyalty

7 9

Samsung users were not only satisfied but also seemed to be loyal to the brand. Samsung topped the list with a 99 percent score. The same goes for Dell (94 percent) and Apple (93 percent) too. Lenovo rose to the third spot with a better score compared to last year. HP is kind of at the same place, as it was in the satisfaction score.

Tablet – Brand Advocacy

8 8

Once again, Samsung is the winner with loyal users who will recommend the brand. Apple is next on the scoreboard followed by Lenovo, LG, and Dell. LG is a new entry in our top five list in this segment. Although LG struggled to make it to the top five in all the above survey segments, it came fourth in brand advocacy this time.

Tablet – Reasons for using current Brands

9 8

Respondents considered Samsung for its brand name, quality of product, and price; Apple for the brand name, quality of product, and after-sales support/service. Lenovo attracted its buyers with the price point, Dell for the quality of product, and HP for the brand name.

Highlight - Newbies fail to end the Big Boys’ dominance over the tablet segment

By Satya Sundar Mohanty, CyberMedia Research

Ashok Pandey & Soma Tah, PCQuest

  pcquest@cybermedia.co.in