Federica Laricchia
Research expert covering the global consumer technology industry
Tablets in Brazil - statistics & facts
Watching a movie on a train or writing a paper on a plane has never been easier thanks to tablets. Indeed, tablets are devices that strike a balance between laptops and smartphones, combining the former’s capabilities and the latter’s portability. The first tablet, the iPad, was introduced in 2010 by Apple, and since then it became popular all over the world. In Brazil, tablets are among the most popular consumer electronics devices and contribute to the growth of the computing market in the Latin American country, generating revenues of roughly 1.3 billion U.S. dollars in 2023 – a value forecast to increase in the coming years.
Samsung and Android lead the Brazilian tablet market
Apple’s iPad started the modern tablet industry, which many other firms active in the consumer electronics industry progressively entered, manufacturing their own tablet devices. For the past decade, Apple had been leading the Brazilian tablet market, while Samsung’s presence in the market gradually increased. In 2022, Samsung took on the leading position, holding almost 50 percent of the market and leaving Apple behind, with around 24 percent. This trend is reflected in the tablet operating system market. iPadOS, Apple’s tablet operating system, led the way until 2017. With the addition to the market of new tablets produced by several companies, such as Samsung and Huawei, Android inevitably overcame Apple and became the most popular tablet operating system in 2018. In 2022, Android held over 75 percent of the tablet operating system market in the South American country, while iPadOS occupied roughly 24 percent.Tablets to perform a wide range of activities
In recent years, tablets have gained popularity in Brazil, with around 50 percent of Brazilians owning a tablet device in 2023. As mentioned above, tablets users can perform an array of activities, from surfing the internet to playing games. In 2022, almost over 25 percent of Brazilians used tablets to access the internet, while roughly 16 percent of them played games on them.
