Apple Earnings: Chitika Insights Stats Referenced by Apple Executives for Fourth Time in Past Year

Apple Earnings: Chitika Insights Stats Referenced by Apple Executives for Fourth Time in Past Year

  • 27 January 2014

Recognized as a standard-bearer in the space, Chitika Insights has measured Web usage within the North American mobile market since 2012. In that time, our statistics have been referenced in the New York Times, Bloomberg BusinessWeek, The Wall Street Journal, and many other publications, as a way to gauge the progress of particular devices and manufacturers. As a company, Apple has long-valued how its customers use its devices, arguably more so than sales figures. That’s one reason why Apple’s CFO Peter Oppenheimer cited Chitika Insights’ most recent smartphone and tablet usage statistics on its Q4 2013 earnings call – the fourth time over the past year that the company has referenced Chitika Insights data in a public-facing announcement.

While briefly describing the information contained in the report, Apple CFO Peter Oppenheimer perhaps best illustrated why usage statistics matter in the current computing environment:

According to the latest reports by Chitika Insights, iPhone accounted for 54% of North America's smartphone web traffic while iPad accounted for 78% of tablet traffic. These usage percentages are far greater than the share of the smartphone and tablet markets represented by our devices, and they underscore just how engaging and important our iPhones and iPads are to the people who own them.

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