Android Tablet Update: Nexus 7 Usage Holding Ground, Kindle Fire on Upswing

Android Tablet Update: Nexus 7 Usage Holding Ground, Kindle Fire on Upswing

  • 16 September 2013

In late July 2013, Google unveiled its second Nexus 7 branded tablet, which was produced in conjunction with device maker Asus. Named the Nexus 7 2, the tablet boasts the latest Android operating system (version 4.3), along with a much-improved display, among other features. With Nexus tablets having been some of the more popular Android tablet options since their release in 2012, Chitika Insights conducted a study examining the North American Web traffic distribution of Nexus 7 tablets over three months – June 2013 to August 2013. For comparison, combined Kindle Fire and Kindle Fire HD usage was mapped over the same time frame. As is made clear in the graphs below, in terms of Android tablet-based Web traffic, usage rates of Nexus 7 tablets has largely remained the same in the lead up to the device’s launch and following the new Nexus 7’s release in the United States. At the same time, Kindle Fire usage share has increased following Amazon offering a series of discounts on the device during the month of August.

To quantify this study, Chitika Insights examined tens of millions of Android tablet-based online ad impressions observed over the Chitika Advertising Network from June 1st through August 31st, 2013. Impressions originating from Nexus 7 and Kindle Fire devices were then mapped against those originating from all other Android tablets in the form of overall Android tablet Web usage share.

The increase in Kindle Fire Web usage share strengthens the device’s lead as the dominant Android tablet in terms of North American browsing activity. However, at a monthly average of 40.7%, Kindle Fire usage share is only about one percentage point higher than what was observed two months prior in June 2013.

In terms of the Nexus 7, the market impact of the newest model will likely not be fully realized for at least several months. In conjunction with the Kindle Fire data, the steady rate of Nexus 7 usage in relation to Android tablets indicates a lower degree of volatility within the marketplace even with new product launches. This is made clearer when examining Samsung’s share of North American Web traffic over the same time period. Its respective user base has also largely generated the same share of Android tablet traffic since June 2013. As a note, the “Other” category is comprised of the traffic generated by users of all other Android tablets (e.g. Asus Transformer, Barnes & Noble Nook, Acer Iconia etc.).


Despite the recent steadiness, the approaching holiday season is what all tablet manufacturers are targeting to provide a sizable sales boost. In 2012, Chitika Insights observed noticeable impacts to manufacturer usage share figures in the immediate aftermath of the Christmas holiday. With tablet sector growth in mind, this trend may repeat itself in 2013.