Apple iPad Dominates Tablet Web Traffic with 84% Share

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An analysis of which tablets are being used to access web sites in N. America has found that the Apple iPad is the predominant platform by a huge margin. This caused Apple CEO Tim Cook to publicly question what rival tablets are being used for.

Each month, Chitika Insights samples tens of millions of U.S. and Canadian tablet online ad impressions running through its ad network. In its most recent study, it found that the iPad’s share of U.S. and Canadian tablet Web traffic has increased by three percentage points, from 81.3% in April, to 84.3% in June.

Amazon’s Kindle Fire and Samsung’s Galaxy Tablet families are in second and third place, but both saw declines in the April – June period — 7.4% to 5.7% and 4.7% to 4.2%, respectively.

This study wasn’t limited to iOS and Android tablets. According to the Chitika, the Windows-based Microsoft Surface series accounted for only 0.5% of tablet web traffic.

Additional usage figures from Chitika are available in this chart

Steve Cook Disses the Competition

During a conference call with investors this week, Tim Cook referenced Chitika’s study and said, “If there are lots of other tablets selling, I don’t know what they are being used for because that’s a pretty… the basic function is a web browser.”

Carolina Milanesi, an analyst with Gartner, was referencing Cooks’s comments when she said “That was a pretty harsh assessment of tablet competition, but there again, considering how far ahead iOS is with dedicated apps, maybe not.”

Chitika Insights June Tablet Web Access Report


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