HONOR was the fastest-growing top-five Android tablet vendor in EMEA in Q2 2026, according to IDC, expanding shipments by 25.2% year over year while the overall regional market contracted 10.5%. Its market share rose from 5.5% to 7.7%, moving the company further into the top tier of a market still dominated by Samsung.
Android tablet shipments across Europe, the Middle East and Africa totaled 5.9 million units during the quarter. Samsung remained the clear leader with a 41.3% share, followed by Lenovo at 18.6% and Xiaomi at 16.0%. HONOR ranked fourth, but its 2.2-percentage-point share gain stood out in a declining market.
| Vendor | Q2 2025 share | Q2 2026 share | Year-over-year shipment change |
|---|---|---|---|
| Samsung | 46.0% | 41.3% | -19.8% |
| Lenovo | 18.7% | 18.6% | -11.1% |
| Xiaomi | 13.9% | 16.0% | +3.4% |
| HONOR | 5.5% | 7.7% | +25.2% |
| Amazon | 1.9% | 1.8% | -14.1% |
| Others | 14.0% | 14.6% | -6.9% |
Samsung’s share fell by 4.7 percentage points over the year, and its shipment decline outpaced the wider market. The company still holds more than five times HONOR’s share, but HONOR’s growth shows that challengers are taking meaningful volume while the category contracts. Xiaomi also gained share, though its shipment growth was a more modest 3.4%.
IDC Senior Research Manager Daniel Gonçalves linked the momentum of HONOR and Xiaomi to their established smartphone businesses.
Many of the recent challengers to Samsung’s dominance in Android tablets, such as HONOR and Xiaomi, have used their already established presence in the smartphone market to expand into tablets.
Daniel Gonçalves, Senior Research Manager, IDC
IDC also identified a shift in Android tablet positioning toward productivity, including first-party keyboard accessories, while cellular connectivity becomes less important. HONOR’s current range spans the mainstream Pad 20, with a 12.1-inch display and large battery, and the higher-end MagicPad 4, which offers an OLED display, Snapdragon 8 Gen 5, keyboard support and a stylus.
The regional trend reflects a broader slowdown: global tablet shipments fell 12.3% year over year to 33.6 million units in Q2 2026, amid rising memory prices and wider cost pressure. Samsung’s lead in EMEA remains secure, but the next quarters will show whether HONOR can sustain its gains as vendors increasingly use tablets to extend their smartphone ecosystems.
