12/28/12

Tablet Market Update: December 2012


This holiday season has a high likelihood of being the biggest ever when it comes to tablet sales, as multiple manufacturers have unveiled highly publicized new devices over the past few months. To provide a view of the current market environment, Chitika Insights conducted a study focusing on tablet usage in North America.
To quantify this latest report, Chitika Insights examined a sample of tens of millions of tablet impressions from the Chitika Ad network. This study was drawn from a date range of December 8th to December 14th 2012, and only includes traffic from the U.S. and Canada.
As seen in the above graph, users of the Kindle Fire family of tablets constituted 4.88 impressions per 100 iPad impressions in December – a 4.25% share of all tablet Web traffic as a whole. This is an increase of nearly 20% from Kindle Fire’s 3.57% share observed in our last Tablet market update.
The Samsung Galaxy family of tablets also experienced a usage share increase, albeit less impressive than the Kindle Fire, growing from 2.36% to a 2.65% share of all domestic tablet traffic.
The Google Nexus family of tablets continued to see usage growth, with its share rising from 0.91% in November to 1.06% in December – an increase of more than 15%.
Despite these gains by some of the bigger players in the tablet marketplace, there has been a negligible impact to Apple’s dominant usage share. Users of Apple’s tablets still generate over 87% of U.S. and Canadian tablet Web traffic, coming down from just over 88% one month ago.
We’ll be revisiting the evolution of tablet market shortly, as the new influx of activated tablets from the Christmas holiday begin to impact usage figures.
http://insights.chitika.com

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