May 16, 2022

Tablets and Smartphones: “iPad Tablet Web Share Falls 7.1% Following Christmas Holiday”

New research from Chitika.

Chitika Insights examined smartphone and tablet traffic before and after Christmas Day, analyzing shifts in Web usage volume as well as market share fluctuations, and found some striking results. To quantify this latest report, Chitika Insights surveyed a sample of hundreds of millions of smartphone and tablet impressions from the Chitika Ad network. This study was drawn from a date range of December 1st to December 27th 2012, and only includes traffic from the U.S. and Canada.


Perhaps the most interesting result of this study concerns the iPad. The tablet which brought the product category into the mainstream, Apple’s product has long been the king of the market. However, this Christmas marked a serious diversification in tablet shares, with the iPad falling 7.1% in its share in the days after Christmas, from 86.0% to 78.9% following the holiday.

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.

About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.