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.

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.

To quantify UK tablet-based Web traffic by brand, Chitika Insights analyzed millions of UK tablet-based online ad impressions generated within the Chitika Ad Network from August 18 through 25, 2014. The historical data were drawn from impressions observed from April 18 through 25, 2014. The results were then graphed alongside each other for comparative purposes.

Despite a slight 0.5 percentage point share loss over the study period, Apple iPad users still generate a significant majority of UK tablet Web traffic at 74.8%. That figure is more than eight times higher than that of second-place Samsung at 8.8%, with the Korean device maker seeing its share dip 0.2 percentage points since April 2014.

Amazon Kindle Fire tablets exhibited the largest share gain of any brand, growing a full 2.4 percentage points since the late-April timeframe. This is likely at least partially due to a series of UK-specific discounts on the device family rolled out throughout the late spring and summer.

Google Nexus tablets showed the largest usage share loss over the study period at 0.9 percentage points. One probable contributor to the drop is the fact that Google has not released a new addition to its tablet family since late August 2013, when its second-generation Nexus 7 device hit UK shelves. As such, Google has been unable to take advantage of the usage share bumps that typically coincide with new releases, and also has to contend with some percentage of long-standing users either upgrading to a different tablet or simply using their older devices less frequently.

All the remaining brands generate only 4.8% of total UK tablet Web traffic, with users of Tesco-branded Hudl tablets and non-pro edition Microsoft Surface tablets constituting just under half of that total. While relatively small, Tesco capturing a full percentage point of share and biting on the heels of Microsoft is notable for a company known more for its supermarket chain rather than its mobile hardware.

That being said, the larger players still have the greatest chance of moving the market from a usage perspective in the coming months. It’s expected that Google will be releasing its next Nexus branded tablet in the near future, and with Apple’s next slate of iPads on the horizon, along with offerings from many other brands, competitive pressure will be fierce as we enter the latter portion of 2014.