Market share of tablet operating systems in Brazil 2012-2023

In Brazil, in 2023, Android was the most popular operating system for tablet devices, with over two thirds of tablets using the operating system. iOS had approximately 27 percent market share in that year, much lower than the 76.38 percent share it commanded in 2012. 

Apple vs Samsung

The predominance of Android in the tablet operating system is reflected in the market shares held by tablet vendors in the Brazilian market. Particularly, when the tablet had been recently introduced, it was the tech giant Apple to dominate the Brazilian tablet industry. However, over the years, Apple’s presence in the market decreased, making space for other device manufacturers. By 2023, Samsung occupied almost 60 percent of the Brazilian market, while Apple held less than 25 percent, down from over 75 percent recorded in 2012.

Many tablet functionalities for Brazilians

Striking a balance between computing capabilities and smartphone portability, tablet devices are popular among consumers in Brazil. Indeed, the revenues generated by the tablet market increased in the past years, reaching over one billion U.S. dollars in 2023. Tablet users perform a wide range of activities on them. For instance, in 2022, almost 25 percent of Brazilians accessed the internet through tablets and 16 percent of them played games on such devices.