Our January 2014 report on the North American tablet usage environment showed slight year-over-year share gains for several larger manufacturers. As we move through Q2 2014, Samsung’s share growth remains particularly strong, with Samsung users now generating the second-most North American tablet Web traffic at 8.3%. However, Apple’s iPad remains the far away leader, with its users continuing to generate more than three quarters of all U. S. and Canadian tablet-based Web traffic.
Welcome to Chitika Insights
When you arm yourself with the right data, you have the power to make informed decisions. This is why we created our independent research arm, Chitika Insights. Our team of passionate and innovative Data Solutions Engineers produces a series of reports each week uncovering unique trends in Internet usage as seen on the extensive Chitika ad network. Using a rigorous data verification process and working directly alongside device manufacturers, Chitika Insights strives to provide the most accurate and representative data available.
Recent Web usage data indicates that Google’s latest Android OS version, KitKat, is being used at nearly equal rates by North American smartphone and tablet users. Meanwhile, with Android 4.1.1 being the only version of Android exhibiting a vulnerability due to the Open SSL “Heartbleed” bug, Chitika Insights examined how North American Web traffic from Android 4.1 users breaks down by patch release.
Taiwanese device maker HTC produced one of 2013’s most smartphones with the HTC One. Analyst and company estimates pointed to the device and its subsequent variations collectively generating moderately successful sales, but having trended downwards to close out the year. The company’s latest flagship device, the One M8, boasted increased functionality, user interface changes, and a modified look and feel, all of which were generally well received by industry watchers prior to the smartphone’s launch on March 25, 2014. While HTC’s latest One model has gotten off to a slower start than its predecessor, it’s clear that the company is betting on the success of the flagship device to boost its standing in the smartphone marketplace.
Aside from a number of aesthetic and functional changes Apple included as part of OS X Mavericks, the company also turned heads by releasing the latest OS as a free upgrade for Mac desktop and laptop users. Now five months after Mavericks’ public release, recent usage data suggests that this strategy has helped substantially improve adoption rates as compared to previous Mac OS X versions.
Apple and Samsung have forged a bitter rivalry both globally and within the North American marketplace. With each manufacturer planning to unveil at least one new flagship device in 2014, investors will be watching closely as the market dictates who comes out on top in terms of sales and impact on the overall mobile ecosystem. To provide a baseline for both companies based on past releases, Chitika Insights studied initial adoption rates for Apple’s iPhone 5 and Samsung’s Galaxy S IV in the two months following their respective North American debuts. Additionally, several breakdowns of a year's worth of overall market data are provided for context.
45 hours following its public debut, iOS 7.1 users are now generating a full 12% of total North American iOS Web traffic. With a 6.1 percentage point increase, this is roughly a doubling of the usage share observed within the earlier 24-hour study published on March 11, 2014.
In the context of its device sales and marketing budget, Samsung can reasonably be seen as the biggest fish in the Android pond. The Korean company saw its device sales continue to climb as 2013 came to an end, and while analysts see its prospects in emerging markets being more tenuous, North American Web usage statistics make it abundantly clear that Samsung is dominating the U.S. and Canadian Android ecosystem.
To provide an even more current view of the progress of iOS 7.0.6, Chitika Insights examined overall iOS version distribution as of Tuesday, February 25. iOS 7.0.6 users now generate close to 26% of total iOS-based North American Web traffic. This represents a near 13 percentage point increase in share since our previous study period two days prior.
Devices running Google’s Linux-based Chrome OS are some of the most affordable laptops and desktops on the market, typically costing under $400. While the profile of Chromebooks/Chromeboxes and their potential for PC market disruption looms large in the industry, even prompting a TV ad response from Microsoft, usage statistics point to the devices making a minimal impact in North America more than two years following their market debut.
Microsoft has positioned its Surface tablets as devices more fit for work activities as compared to those from other manufacturers. The question remains though, are Surface tablets actually being used in work settings more so than iPads or other tablets? Based on North American usage data, the answer is yes –Surface users generate a slightly greater share of their total Web traffic during working hours as compared to iPad or Android tablet users. However, in terms of raw traffic volume, iPad and Android tablet users lead the pack at all hours of the day, and usage patterns among all tablets remain relatively similar overall.