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.

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Third Quarter 2014 Tablet Update: Apple, Amazon Shares Rise Quarter-over-Quarter

  • 22 July 2014

Since April 2014, the share of tablet Web traffic generated by North American Apple iPad and Kindle Fire users has increased by 0.8 and 1.2 percentage points, respectively. These represent the two largest quarter-over-quarter increases for any tablet brand, while Samsung’s user base exhibited the largest share loss over the same timeframe, dropping two full percentage points.

Windows Phone Update: Entry Level Nokia Models Dominate in North America

  • 18 July 2014

In a memo to employees sent on July 17, new Microsoft CEO Satya Nadella suggested the company will take a focused, but long-term approach to gaining traction in the high-end smartphone market with its Nokia brand. While any potential geographic shifts to this strategic model are unclear, within North America, a plurality of Windows phone Web traffic is driven by users of Nokia’s more entry-level Lumia models, as opposed to its flagship devices.

OS X Yosemite Developer Activity Nearly 4X that of Mavericks in North America

  • 9 July 2014

Apple unveiled the initial build of its latest desktop operating system at the company’s worldwide developer conference (WWDC) in early June 2014. With a bevy of new features, including a tighter integration with other Apple devices and services, on top of some user interface changes, many considered Yosemite to represent a dramatic change for Apple in the desktop arena. Subsequent developer interest seems to have been equally striking, as initial adoption figures of the OS beta version in North America have significantly outpaced those of its predecessor, OS X Mavericks.

Q2 UK Mobile Update: Apple Dominates, Samsung Sees Largest Share Growth since January

  • 2 July 2014

Similar to what we’ve observed in the North American marketplace, UK-based Apple users generate the greatest share of that nation’s smartphone Web traffic. However, a current and historical brand-based distribution of remaining smartphone Internet usage highlights a number of differences from the U.S. and Canadian ecosystem, and some unique aspects of the UK smartphone user base.

Android Web Traffic Distribution: Samsung, LG See Quarter-over-Quarter Gains

  • 17 June 2014

Two and a half years after launching its first Kindle Fire tablet, Amazon is expected to unveil its first smartphone on June 18, 2014. Usage statistics point to the company already having made a sizable impact in North America on the strength of its existing tablet offerings, but becoming the market leader will not be quick or easy for the online retailer. Samsung users continue to generate the majority of Android-based Web traffic in North America, and LG recently overtook Amazon to become the second-largest Android traffic source across the continent.

UK iOS 7 Usage Rates Higher than North America, Australia Slightly Behind

  • 12 June 2014

Chitika Insights previously found that iOS 7 users generate the vast majority of Web traffic from North American iPhones (89.7%) and iPads (84.8%). After examining iOS Web traffic within the UK and Australia, the results demonstrate the many similarities and few differences in terms of iOS version distribution between these regions and North America.

KitKat Adoption on Smartphones Grows Significantly, Hits 37% in North America

  • 6 June 2014

The latest usage data point to KitKat users generating more than one third of all Android smartphone Web traffic within the U.S. and Canada. This is a jump of more than 25 percentage points since our previous study conducted in early April 2014, and makes KitKat the second-most heavily used major Android OS version on North American smartphones next to Jelly Bean.

Before WWDC 2014, iOS 7 Usage at High Levels in U.S. and Canada

  • 30 May 2014

In late February 2014, Chitika Insights observed iOS 7 users generating the vast majority of Web traffic from U.S. and Canadian iPhones (84.3%) and iPads (78.5%). With iOS 8 expected to be at least partially unveiled at next week’s Apple Worldwide Developer Conference (WWDC), we revisited overall iOS version distribution on each respective device type. Expectedly, the latest data indicate continued usage share growth for iOS 7 across both iPhones and iPads in North America.

Microsoft Surface Usage Share Takes Slight Dip in Early 2014

  • 20 May 2014

At an event planned for May 20, 2014, Microsoft is expected to announce one or more new additions to the Surface device family. Whatever the exact offering may be, the company’s goal is to help improve the Surface line’s long-term prospects following a disappointing Q1 2014. Usage share metrics underscore Microsoft’s existing issues in North America, as the share of Web traffic from the company’s two tablet models, the Surface and Surface 2, has slightly declined since February 2014.

Smartphone Usage Update: Windows Phone Takes Third Place Behind iOS, Android

  • 15 May 2014

Windows Phone users now generate the third-largest share of Web traffic amongst all smartphone operating systems, according to our latest North American usage data. Recently ceding the third place position was BlackBerry, which exhibited a usage share decline over several months and was overtaken in March 2014. Meanwhile, iOS and Android smartphones continue to generate the two largest aggregate usage totals by a considerable margin.


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