经济观察网2月6日，调研机构Omdia最新研究显示，2025年，全球平板市场继续复苏，全年出货量同比 增长9.8%，达到1.62亿台。季度表现来看，节日季表现最为强劲，2025年第四季度，出货量达4400万 台，同比增长9.8%。中东欧地区成为2025年增速最快的市场，其次为亚太地区。全年来看，除北美 外，各地区均实现两位数增长，尽管北美全年略有下滑，但厂商与零售商的节日促销活动在一定程度上 缓解了年度降幅。 ...

Core Viewpoint - The global tablet market is expected to see a year-on-year shipment growth of 9.8% in 2025, reaching 162 million units, with Apple and Samsung maintaining the top two positions, collectively holding about 55% market share [1]. Group 1: Market Performance - In Q4 2025, global tablet shipments reached 43.765 million units, supported by strong performance from Apple's iPad Air and iPad Pro series, which saw shipments of 19.63 million units, a year-on-year increase of 16.5%, capturing a market share of 42.3% [2]. - Samsung's shipments amounted to 6.44 million units in Q4 2025, reflecting a year-on-year decline of 9.2%, yet it maintained a market share of 17.8%, leading over Huawei, Xiaomi, and Lenovo [3]. - Lenovo exhibited the fastest growth among major manufacturers, with shipments of 3.865 million units, a year-on-year increase of 36.2%, achieving a market share of 7.1% [5]. Group 2: Market Dynamics - Lenovo's rapid growth is attributed to proactive inventory strategies implemented before price increases in memory components [6]. - The tablet market in 2025 achieved its highest annual shipment volume since the pandemic-driven demand peak in 2020, bolstered by seasonal holiday demand and preemptive stocking by manufacturers in anticipation of memory supply constraints [6]. - Manufacturers are advised to carefully balance competitiveness and profitability, as potential disruptions in the memory market could affect supply availability and increase prices, with growth opportunities becoming more limited, primarily focused on high-end models in developed markets and education demand in emerging markets [6].