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Kindle Fire, Android tablets gain share at iPad's expense

updated 08:56 pm EST, Wed January 2, 2013

Chitika sees iPad share dropping 7.14 percent over holidays

Apple's iPad and iPad mini may have been a top-selling item over the holiday period, but entries from competitors sold strongly enough to slightly loosen Cupertino's stranglehold on the tablet sector. This according to new figures out from Chitika Insights, which looked at hundreds of millions of smartphone and tablet ad impressions from December 1 to December 27, 2012 in Canada and the United States. Chitika found that tablets from Amazon, Samsung, Google, and Microsoft gained a combined total of 5.5 percent market share over that period, while Apple's iPad lost 7.14 percent share.

Chitika saw Amazon's Kindle Fire gaining 3.03 percentage points to hit an impression share of 7.51 percent. Galaxy tablets from Samsung with saw a 1.38 percent jump to 4.39 percent share, and the Nexus tablets from Google rose 0.92 percent for a 2.04 percent share. Microsoft's Surface device saw a 0.17 percent increase for a 0.40 percent share.

The BlackBerry Playbook, from beleaguered Canadian manufacturer Research In Motion, dropped 0.02 percent according to Chitika, for an impression share of 0.68 percent.

Apple's iPad, though, dropped 7.1 percentage points over the holiday season, from a share of 86 percent to 78.9 percent on the 27th. Chitika attributes the decline in part to brand new users of competing devices using their heavily over the holiday season. The firm expects that the iPad will return to around 80 percent in the coming weeks, though, as users return from vacation and are browsing on their new devices less frequently.

Chitika's report also took a look at smartphone traffic, finding the iPhone 5 and Galaxy S III gaining 1.1 and 1.0 percent share respectively in the holiday season.

by MacNN Staff



  1. apostle

    Junior Member

    Joined: 04-16-08

    I googled "ad impression" but am still not sure what the difference is between that and a "page view". By this definition,,

    it is measured by a section of a page that is viewed. How does the ad agency know what part of a page you are viewing?

    I use a browser called "iCab". I have my "browser id" set to Firefox 4.0 for Windows (I'm using an iPad 1) which makes my iPad more compatible with websites who base their layout on "browser id". Some sites which said they did not support mobile when my Browser ID was set to Safari iPad work fine with my Browser ID set to Firefox 4.0 for Windows.

    iCab also allows me to filter content, a more definable ad blocker, which allows me to block the loading of ads, like that annoying "kontara" pop-up ad that MacNN uses.

    Is the "ad software" able to see beyond my settings and filters? And if not, how does that affect the validity and accuracy of "the numbers"?

    Just wondering...


  1. ZinkDifferent

    Fresh-Faced Recruit

    Joined: 01-07-05

    People with non-standard configurations like yourself probably represent an insignificant variable in such numbers, and aren't considered at all, I would think.

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