While owners of Samsung devices continue to drive the majority share of North American Android Web traffic, LG posted the largest usage share gains among any Android brand between June and September 2014. Additionally, North American Android Web traffic continues to be heavily driven by smartphones as opposed to tablets, with the current 81% to 19% split widening by 2 percentage points since our previous study.
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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.
iPhone 6 users now generate 2.3% of total North American iPhone-based Web traffic - a figure roughly 0.8 percentage points higher than what was observed the first weekend following release. Meanwhile, the share of U.S. and Canadian iPhone-based Web traffic driven by iPhone 6 Plus users reached 0.3%, an increase of 0.1 percentage points since the first post-release weekend.
Apple began pushing out iOS 8 updates to eligible devices around 1pm ET on September 17, 2014. Unlike with iOS 7, which boasted a wide variety of differences from its predecessor iOS 6, in particular a brand new look and feel, iOS 8 was more incremental in its improvements. These include the ability to add widgets, extensions to share information between apps, and interactive notifications. While reviews of the new OS version have been generally positive, initial adoption of iOS 8 has been remarkably more tepid than the last two iOS iterations – iOS 7 and iOS 6.
On September 9, 2014, Apple is expected to announce one or more new iPhone models, along with some news regarding the availability of the newest editions of iOS and OS X. Going into the event, usage-based stats show that Apple has done a noteworthy job managing its own mobile ecosystem from an adoption standpoint.
Similar to the North American ecosystem, Apple iPad users generate the lion’s share of tablet-based Web traffic within the UK. Additionally, Samsung, Amazon, and Google users represent the next-largest UK tablet traffic segments, albeit in a slightly different order than what is observed in the U.S. and Canada.
Over two and a half years following the release of its Kindle Fire tablet, Amazon released its first smartphone on July 25, 2014. While the Fire Phone was listed atop Amazon’s Best Seller list for several days in early August, North American usage of the device has grown only incrementally, rather than exponentially, in the three weeks following the smartphone’s launch as an AT&T exclusive.
An earlier UK-based smartphone usage study found that Apple, Samsung, and BlackBerry users generated more than 86% of the country’s total smartphone Web traffic in June 2014. The latest Web traffic statistics for North America demonstrate a more diversified market on a brand basis, but Apple and Samsung users remain the biggest smartphone traffic drivers by a sizable margin.
Developer interest in OS X Yosemite had already outpaced its predecessor, OS X Mavericks, one month following its unveiling at WWDC 2014. Apple subsequently released a public beta of the new OS on July 24, 2014, and North American Web traffic data show associated usage rates rising significantly.
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.
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.