February Tablet Update: Usage of Android Tablets Again Rises in North America

February Tablet Update: Usage of Android Tablets Again Rises in North America

  • 7 March 2013

With a market that continues to diversify across technical specifications and price points, tablets are increasingly making their way into the hands of consumers as a primary computing device. In its latest update of the Worldwide Quarterly Tablet Tracker, IDC raised its 2013 forecast for tablet sales up to 172.4 million units – an annualized growth of 41% over 2012 projections.

As the tablet market heats up, Apple’s iPad, the longtime front runner, has begun to experience increased pressure from its Android competitors. A recent report from an analyst at Tech-Thoughts projects 7-inch Android tablets to overtake the iPad in Q1 2013, supplemented by increased demand in emerging markets. In regards to North America, Chitika Insights regularly tracks tablet Web usage to quantify month-over-month developments, and this latest report updates our January study on the subject.

To determine the current distribution of Web usage among leading tablet devices in February 2013, Chitika Insights sampled tens of millions of U.S. and Canadian tablet ad impressions running through the Chitika Ad Network. The data used to compile current market share (for the “Tablet Usage Share” bar chart) was drawn across the time range of February 15th to February 21st, 2013. The historical data set utilized for the latter graphs is drawn from Chitika Insights’ December and January tablet updates:

Chitika Insights Graph, February Tablet Update

In February, iPad users generated 80.5% of North American tablet Web traffic, a 7.6% decrease from December, but only a 0.5% decrease month over month. The Kindle Fire and Samsung Galaxy family of tablets posted positive gains between February and January, both rising 0.3% respectively, and almost doubling their shares recorded in December.

The group of Other Android Tablets (made up of smaller competitors such as the Dell Streak or the Lenovo Idea) posted a 0.4% share gain this past month. This could be due to the lower average price point of off-brand Android tablets.

The February Tablet Web usage report further confirms the Chitika Insights post-holiday mobile device report which observed that the largest shift in tablet usage occurred during the December holiday season.