A shrinking tablet market did not stop HONOR from expanding in Europe, the Middle East and Africa. IDC data shows the company’s Android tablet shipments rose 25.2% year over year in Q2 2026, taking its regional share from 5.5% to 7.7%. The broader EMEA Android tablet market fell 10.5% to 5.9 million units over the same period.
That makes HONOR the fastest-growing brand among the five largest vendors in the regional market, though it remains a distant fourth-place player. Samsung retained a commanding 41.3% share, followed by Lenovo at 18.6% and Xiaomi at 16.0%. Samsung’s share, however, was down 4.7 percentage points from a year earlier as its shipments dropped 19.8%.
| 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% |
Smartphone ecosystems move into bigger screens
Many of the recent challengers to Samsung’s dominance in Android tablets, such as HONOR and Xiaomi, have used the presence they already built in the smartphone market to expand into tablets.
Daniel Gonçalves, Senior Research Manager, IDC
The strategy is increasingly about more than offering a larger display for streaming. IDC points to a shift toward productivity-oriented Android tablets and first-party accessories such as keyboards, while cellular connectivity has become less central. For phone makers, tablets can serve as a companion device that keeps buyers inside the same hardware ecosystem—and, in some cases, as a lightweight alternative to a laptop.
HONOR’s current lineup spans those roles. The HONOR Pad 20 targets the mainstream with a 12.1-inch display and a large battery, while the higher-end MagicPad 4 adds an OLED display, a Snapdragon 8 Gen 5 chip, and keyboard and stylus support. US availability and pricing for these models were not confirmed in the IDC data.
Share gains matter more in a weaker market
Based on IDC’s reported 5.9 million-unit Q2 2026 EMEA total and the 10.5% annual decline, the prior-year market works out to roughly 6.6 million units. Applying the reported shares suggests HONOR increased from approximately 363,000 tablets in Q2 2025 to about 454,000 in Q2 2026. Those shipment figures are estimates derived from IDC’s total-market and share data, rather than separately published IDC figures.
The same calculation puts Samsung at roughly 3 million units a year earlier and about 2.44 million units in Q2 2026. Samsung is not close to losing its regional lead, but HONOR and Xiaomi are gaining ground while the category declines. Globally, tablet shipments fell 12.3% year over year to 33.6 million units in Q2 2026 amid higher memory prices and broader cost pressure. HONOR’s growth therefore signals an effective expansion beyond smartphones, even if it has a long way to go before challenging the top tier of Android tablet vendors.
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