iPad Tablet Web Share Falls 7.1% Following Christmas Holiday

iPad Tablet Web Share Falls 7.1% Following Christmas Holiday

  • 2 January 2013

The biggest shopping season of the year has passed, and gift recipients are getting to know their brand new devices. This was expected to be a big season for smartphones and tablets, and usage figures observed across the Chitika ad network do not disappoint. Chitika Insights examined smartphone and tablet traffic before and after Christmas Day, analyzing shifts in Web usage volume as well as market share fluctuations, and found some striking results.

To quantify this latest report, Chitika Insights surveyed a sample of hundreds of millions of smartphone and tablet impressions from the Chitika Ad network. This study was drawn from a date range of December 1st to December 27th 2012, and only includes traffic from the U.S. and Canada. The results can be seen below:

 

Among smartphones, the iPhone 5 and Samsung Galaxy S III were the biggest winners of the holiday season, posting 1.1% and 1.0% gains in smartphone usage share, respectively. Samsung also extended its lead within the large-screen smartphone, or “phablet,” market with share gains by its 5.5”Galaxy Note II, while competitor HTC saw no share gain for its 5” Droid DNA.

Perhaps the most interesting result of this study concerns the iPad. The tablet which brought the product category into the mainstream, Apple’s product has long been the king of the market. However, this Christmas marked a serious diversification in tablet shares, with the iPad falling 7.1% in its share in the days after Christmas, from 86.0% to 78.9% following the holiday.

This substantial change underscores the inroads non-iPad tablets made this holiday season, reflecting some initial holiday sales estimates released by companies like Amazon. Their Kindle Fire HD tablet was the top-selling product on Amazon.com on Black Friday. However, despite the gains by competitors, we expect that the iPad’s share of tablet traffic will return to the 80% range, albeit lower than pre-holiday levels, as users return from vacation and browse with their new devices less frequently.