EAGLE EYE – BI
Smartphones and tablets Smartphones and tablets ended 2025 as two of the most actively searched categories in the channel, highlighting renewed momentum in mobile computing. Interest surged as buyers planned upgrades, refresh cycles and new deployments especially with AI-enabled features, reinforcing the role these devices continue to play across business, education and everyday use.
Search activity tells a clear story. Smartphone searches grew by 29.46% year on year from 2024, while tablet searches rose by 23.88%, signalling strong intent from channel partners and end customers alike. This uplift suggests growing confidence in mobile investments, driven by replacement demand, hybrid working needs and an expanding range of use cases across the market. Brand preference remained highly
concentrated. Apple, Samsung and Microsoft dominated search activity, underlining their continued influence and trust within the channel. For resellers and distributors, these brands represented the safest bets in 2025 – combining strong demand, established ecosystems and consistent customer pull as the year came to a close.
Wickus Bester, Statistical analyst S tock in the Channel
2.22%
3.66%
53.04%
9.48%
Top performing brands in the channel (By total searches)
Creating data-driven market intelligence reports in over 20 IT categories. Using analytical metrics based on search data, stock levels and implied sales, we see trends as they flow through the channel, and spot opportunities on the horizon.
Top searched brands in the channel 2025
Brand
Apple Samsung Microsoft
31.6%
Lenovo Google
Top search terms quarter 4 2025
Data is reflective of the models listed on Stock in the Channel 2025
For more information about smartphones and tablets and market intelligence email: BI@stockinthechannel.com
5362
Powered by FlippingBook