Over 1 billion tablets are in use globally, according to Statista, with a penetration rate forecasted to surpass 20% of the world’s population within a couple of years. While smartphones and laptops each have higher penetration rates, the tablet still holds a unique position in the market as an in-between form factor. In particular, it’s known for media consumption, gaming and productivity usage such as email and document editing.
In 2010, Apple reinvigorated the tablet category with the launch of the iPad. And while the worldwide tablet user base has surpassed 1 billion devices, tablets still make up less than 10% of new device shipments compared to mobile devices. The tablet—an in-between device—is less portable than a smartphone and does not deliver the same computing power and multitasking capabilities of laptops.