Chitika Insights Claim Web Usage For iPads Dropped

Potentially adding to further decline for the company after continuing high prices and high rate of returns, Apple have now been recorded as losing some support where it would theoretically matter most – how many people are actually using their products.

chitika_tablet_web_study_croppedAmerican research company Chitika Insights reviewed post-Christmas ‘web usage’ for tablet computers in the USA and Canada (for the dates between 1-27 December), and found that while Apple’s iPad is responsible for a clearly-dominant 78.9% of all traffic, it is a number that has declined from an 86% recorded directly before Christmas.

It is believed to be the direct result of other products (such as the Amazon Kindle Fire (now on a 7.51% share), Samsung Galaxy (4.39%), and Google Nexus (2.04%) product ranges), with minor contributions coming from the Blackberry Playbook (0.68%) and Microsoft Surface (0.40%). These 5 competing brands all experienced increases of between 3.03 and 0.17 percentage points, with the exception of Blackberry, which dropped by a meagre 0.02.

However, Chitika believe that while Apple will feel the effects of the slight diversification on the market it will not be as severe as the statistics show once ‘normal’ routine is restored with consumers, as they wrote: “Despite the gains by competitors, we expect that the iPad’s share of tablet traffic will return to the 80% range, albeit lower than pre-holiday levels as users return from vacation and browse with their new devices less frequently.”

While it was a poor month all-round for Apple, they did at least experience a jump in smartphone web share, as the iPhone 5 gained by 1.11% to rest at 8.27% of traffic for individual phones, ahead of nearest competitor Samsung Galaxy S3 on 4.29%.

With the iPad family not quite enjoying market exclusivity anymore, will the one-fifth of non-Apple tablets on the market manage to eat further into the lead company’s share over the next 12 months?

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