Apple iPad’s dominant share of U.S. tablet Web traffic increases to 82.4% as also-ran tablets languish

Apple users are still prolific when it comes to tablet Web browsing, while Amazon’s Kindle Fire and Samsung’s Galaxy Tablet families remain in second and third place, respectively. Apple’s iPad usage share increased in May 2013 after a slight dip in April 2013, making its present Web usage share (82.4%) the highest since the beginning of 2013.

To determine the distribution of Web usage among tablet devices for the month of May 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 May 15 to May 21, 2013, and data for previous months was collected from the Chitika Insights’ March and April tablet market share reports, respectively.

Chitika May 2013 Update, Tablet Usage Share

As can be seen on the graphs above, Apple’s iPad claimed 82.4% of North American tablet Web traffic, an overall share jump of 1.4% since January. Additionally, Android-based tablets were hit with a month-to-month decline of 0.9% in overall share. Users of Amazon’s Kindle Fire generate the second most tablet Web traffic in North America, with a usage share of 6.5%. The Samsung Galaxy family of tablets claim third place with 4.7% of U.S. tablet usage share.

Apple clearly dominates the market and managed to increase its usage share lead this past month. Chitika’s report hypothesizes that this rise could be due to increased sales of refurbished iPad models in advance of the expected fall release of the next iPad, which would have impacted share figures across the board.

Download the full report for free here.

MacDailyNews Take: This rise could be due to increased sales of refurbished iPad models or it could simply be that more people woke up, decided to stop flushing their money down the toilet, and bought real iPads instead.



    1. Lesser carrier meddling in the sales process. Pimply-faced AT&T “sales associates” aren’t pushing non-Apple tablets into the hands of the ignorati trying to rack up spiffs, especially since more WiFi-only iPads are sold than cellular-capable iPads. Fewer or no endless BOGOF promotions for tablets as opposed to Android phones.

  1. I think the reason why the iPad has been so dominant is the fact that no carrier subscription isrequired. If you compare to how Apple dominated with the iPod over the last 10 years and counting of being number one, the phone carriers, fortunately, are not in the picture to try to steer customers away from Apple with “side money.” Fortunately for the iPad, it appears that the iPad is following strongly in the footsteps of the iPod which equals total control of the tablet market.

    1. Probably.

      Consumers walk into a carrier store and ask how much for a smartphone. Salesmen love this question, since it gives them a perfect opening to push Android (==hefty commission) over iPhone (no commission). The answer to this question is always deceptive (although technically not a lie): You can get an Android for $100, $50, even for free, while the iPhone costs $200 (and up).

      Vast majority of consumers don’t realise that the difference between that “$free” android and the “$200” iPhone is actually less than 30% of the full prices ($650 vs $450, when we look at the actual price paid for the phone, and not just downpayment).

      This is quite amazing, and many readers here often use $200 as the actual price of the iPhone in their various arguments.

      This would be the same as if we were to evaluate cars based on the downpayment required at signing of loan contract (or lease). Using the same logic, a new Honda Accord would cost $4,000, and a new BMW would be no more than $6,000. I don’t think there are many people out there who actually think these are the prices for new cars…

    2. One must question how you define “total.”

      iPad growth is falling quarter after quarter after quarter.

      Apple has already lost majority phone OS months ago.

      It’s only a matter of time until they lose that in tablets.

      iPod dominates because there wasn’t anything better and they had sufficient time to entrench before something that could be better came along. In the tablet market, the second part hasn’t happened and right now iPad growth is slowing quite noticeably.

  2. MS Surface total lack of use at 0.4% is very telling of the deep shit they are in. With all the media praise and advertising, yet they have the same level as BB Playbook. Playbook was discontinued over a year ago and BB has no plans to get back into tablets. Now all the people who write how much they love their Surface and can do “real work” on it are proven to be full of shit. Maybe tech writers will finally get the people who do actual work on a tablet need cell connectivity. Apps that need a keyboard and trackpad (Office) are useless on a tablet. People like having their phone app work on their tablet instead of dumbed down PC apps and no phone apps ( yes WP8 is not compatible with Surface, even RT). Apple put computers in jobs that laptops were not portable enough. MS and there sheep still can’t grasp that those jobs exist.

  3. I remember a year or so back how it was claimed that the Kindle Fire was going to absolutely ruin Apple’s iPad business over the Christmas holidays by using a break-even hardware strategy to undercut iPad pricing. I wonder how Amazon’s strategy of making profit through content is working out.

  4. What Apple fanboys almost certainly don’t take into account that most smartphone access of the internet is NOT through web browsing. Most of it is via apps. In my case, I might browse the web maybe once every two months, but I am accessing the internet, via apps, many many times a day. So, the lack of browsing by Android tablets/phones could be that they are more efficient in terms of apps.

    The reason I don’t browse websites on my iPhone is so obvious. The screen is so small. I do all my web browsing on the MacBook Pro, MacBook Air and iMac.

    So these damn statistics – that Apple fanboys crow about – should be interpreted in the light of real world statistics, where more people are buying Android than Apple.

    1. Ad impressions?


      What is funny is that people actually believe that tells us anything.

      Can someone tell me how studies that track browsers that rely on ads to generate data capture every other bit of web traffic that doesn’t rely on ads to generate data?

      Last I checked, streaming ANYTHING over a dedicated app outside of the network of ads won’t be captured.

      Neither will using apps that conglomerate news that don’t trip ads. Pulse, flipbook, some of the biggest apps out there don’t generate ads in many of their subscriptions. So how will these “studies” track them?

      Neither will downloading books or comics.

      There’s a world of web traffic that simply gets ignored by these studies.

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