Indonesia Tablet Market Outlook to 2028

Indonesia Tablet Market Overview

• In 2018, the Indonesia tablet market stood at USD 700 Mn, witnessing consistent growth amidst digital transformation across sectors, and surged to USD 900 Mn in 2023, driven by remote work and online education demands.
• Samsung, Apple, Lenovo, Huawei, and ASUS dominate the market with diverse products and strong branding.
• E-learning surge, tablet adoption in business, and digital entertainment trends are key growth drivers.
• In 2024, Xiaomi launched a new range of budget-friendly tablets targeting price-sensitive consumers in Indonesia. These tablets offer competitive features at affordable prices, making them accessible to a broader audience. This launch is expected to drive the adoption of tablets among budget-conscious consumers and increase Xiaomi's market share in the region.

Indonesia Tablet Current Market Analysis

• Experiencing robust growth driven by remote work and online education trends, reflecting increasing reliance on tablets.
• Mid-range tablets lead sales, offering affordability and functionality for educational and business use. Whereas Samsung dominates with diverse products and extensive distribution, known for quality and market presence.
• Several factors are driving growth in the Indonesian tablet market. Firstly, the surge in e-learning adoption during the COVID-19 pandemic has significantly increased tablet demand, with a 45% rise in students using online platforms in 2020. Secondly, businesses are equipping employees with tablets for remote work, enhancing flexibility.

Market Segmentation

The Indonesia Tablet Market can be segmented based on several factors:

By Price Range: In the 2023 Indonesia tablet market segmentation by price range is divided into low-range, mid-range and high range, the mid-range sub-segment dominates. Offering the best value for money, these tablets balance cost with advanced features, appealing to a broad consumer base and driving significant market demand.

By Operating System: In the Indonesia Tablet market segmentation by operating system in 2023 is divided into android, iOS and windows. Android tablets emerge as the dominant choice, constituting the majority of the market share. Renowned for their affordability, diverse product offerings, and seamless integration with Google services, Android tablets appeal to a wide range of consumers.

Their versatility and user-friendly interface make them preferred devices for both personal and professional use, contributing significantly to their popularity and market presence.

By End-User: In the Indonesia tablet market segmentation by end user in 2023 is divided into education, business and personal. The education sector emerges as the dominant segment. Tablets are extensively utilized for digital learning initiatives, buoyed by government and institutional support for integrating technology into education.

Their widespread adoption in schools and universities underscores their pivotal role in modernizing the education system and facilitating interactive and engaging learning experiences for students.

Indonesia Tablet Market Competitive Landscape

• Samsung known for its Galaxy Tab series, Samsung emphasizes innovation with high-resolution displays and integration with its ecosystem. They focus on enhancing user experience and productivity.
• Apple dominates with the iPad, leveraging its iOS ecosystem and premium build quality. Apple emphasizes updates, Apple Pencil support, and iPadOS features to appeal to diverse consumer segments.
• Lenovo offers a range of tablets targeting different market segments, from budget-friendly options to devices suited for business professionals. Lenovo emphasizes affordability, robust build quality, and strategic partnerships for distribution.
• Asus competes with the ZenPad series, focusing on versatility with options like detachable keyboards and high-performance specifications. Asus targets both casual users and professionals seeking productivity tools.

Indonesia Tablet Industry Analysis

Indonesia Tablet Market Growth Drivers:

• Increased Digital Literacy and Education Initiatives: The Indonesian government's "Digital Literacy Movement" has driven tablet adoption, benefiting over 10 Mn students in 2024 through digital learning programs. This initiative aims to enhance students' digital skills, boosting tablet demand in educational settings.

• Rising Internet Penetration: With internet penetration reaching 78% in 2024, Indonesia's robust digital infrastructure supports widespread tablet usage. Affordable internet plans and expanded 4G/5G networks have made tablets popular for browsing, streaming, and online learning, with over 200 million internet users contributing to market growth.

• Remote Work and Flexible Work Arrangements: The shift to remote and hybrid work models has increased demand for tablets in 2024, as they provide portability and versatility for tasks outside traditional office settings. Employers are increasingly equipping their workforce with tablets to enhance productivity, communication, and collaboration in diverse work environments.

Indonesia Tablet Market Challenges:

• High Import Duties and Taxes: The Indonesian tablet market faces significant challenges due to high import duties and taxes, which stood at 15% in 2024 according to the Ministry of Finance. These costs are often passed on to consumers, reducing affordability and potentially limiting market growth.

• Competition from Smartphones and Laptops: Tablets encounter strong competition from smartphones and laptops, which offer similar functionalities. Consumers often opt for the portability of smartphones or the productivity features of laptops over tablets, impacting their demand and market share.

• Limited Local Manufacturing: The Indonesian tablet market heavily relies on imports due to limited local manufacturing capabilities. This dependency leads to higher production costs and longer supply chains, increasing vulnerability to global supply disruptions. The absence of local manufacturing infrastructure exacerbates these issues, affecting the availability and pricing of tablets in Indonesia.

Indonesia Tablet Market Government Initiatives:

• Digital Literacy Movement (2021): Launched in 2021, the Digital Literacy Movement focuses on improving digital skills, particularly among students and educators in Indonesia. By 2024, it had reached over 10 million participants, significantly boosting the demand for tablets as essential digital learning tools in schools and universities.
• Smart Indonesia Program (2021): Introduced in 2021, the Smart Indonesia Program aims to enhance digital infrastructure and provide digital learning tools nationwide. By 2024, over 2 million tablets had been distributed to students, fostering digital education and literacy. This initiative has been pivotal in driving tablet adoption across educational institutions.
• National Digital Economy Blueprint 2025 (2021): The National Digital Economy Blueprint 2025 outlines Indonesia's strategy to expand digital infrastructure and promote digital literacy, aiming to drive economic growth through digital transformation. By 2024, progress included expanding broadband access to rural areas, supporting the increasing demand for tablets as vital tools for accessing digital services.

Indonesia Tablet Future Market Outlook

The Indonesia tablet market is expected to show significant growth, driven by technological advancements and increased adoption in various sectors.

Factors Market Trends

• Integration of Artificial Intelligence (AI) in Tablets: The integration of AI in tablets will transform user experiences by offering personalized content recommendations, advanced security features, and voice assistants. Upcoming tablet models in Indonesia are expected to feature AI capabilities, enhancing functionality and appeal across diverse consumer segments.
• Adoption of 5G Technology: The rollout of 5G networks in Indonesia is set to significantly enhance tablet performance, providing faster internet speeds, lower latency, and improved streaming quality. By 2024, 5G network coverage is projected to extend to over 50% of the Indonesian population, driving demand for tablets equipped with 5G capabilities that cater to increasingly connected lifestyles.
• Increased Focus on Sustainability: Environmental concerns will drive tablet manufacturers in Indonesia to adopt sustainable practices, including the use of recyclable materials and reduced carbon footprints. In 2024, leading tablet brands are expected to introduce eco-friendly models made from recycled materials, appealing to environmentally conscious consumers and supporting the market's sustainable growth trajectory.