June Tablet Update: iPad Usage Share Surpasses 84%

June Tablet Update: iPad Usage Share Surpasses 84%

  • 23 July 2013

Since Chitika Insights’ last study on the tablet market, Apple iPad users’ share of U.S. and Canadian tablet Web traffic has increased by nearly two percentage points, from 82.4% in May 2013, to 84.3% in June 2013 – now the iPad’s highest share since the beginning of 2013. This marks the second consecutive month of iPad usage share gains. Amazon’s Kindle Fire and Samsung’s Galaxy Tablet families remain in second and third place, respectively.

To determine the distribution of Web usage among tablet devices for the month of June 2013, Chitika Insights sampled tens of millions of U.S. and Canadian tablet online ad impressions running through the Chitika Ad Network. The data used within the most recent analysis was drawn across the time frame of June 15 to June 21, 2013, and data for previous months was collected from Chitika Insights’ April and May tablet market share reports, respectively.

While there are a number of players in the tablet marketplace, Apple clearly dominates the market, further evidenced by analyst shipment estimates. As seen in the graph above, the iPad’s usage share advantage over its closest competitors is now nearly 80%. Most other players in the market exhibited month-over-month declines, with one notable exception being Barnes & Noble’s Nook. The Web traffic share generated by Nook users grew by 37% over what was observed in May 2013. The increase may be due to the device family’s significant price drop beginning in mid-June. Google Nexus’ month-to-month decline in Web usage may be due to some issues users have been experiencing with older Nexus 7 models, along with increasing interest in the expected release of a new Nexus tablet.  Prices and a July 31 release date for that upcoming model leaked earlier this month, and a successful launch could change the dynamics of the domestic tablet landscape.