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Summary:

Amazon’s Kindle and Samsung’s Galaxy tablets are a very distant second and third in web usage among tablets in the U.S. and Canada.

baby ipad
photo: Steve Paine

The consensus among Apple watchers is that when the company announces its quarterly earnings later today, the total shipments of iPads between March and June will be either slightly lower than or barely above the 17 million units of a year ago. The past quarter was, after all, the first spring since 2010 without a new iPad. But another metric illustrates that those who did buy an iPad (or already had one) are still using them a lot.

Chitika’s monthly web-traffic report on tablet use published Tuesday shows that the iPad accounted from 84.3 percent of all U.S. and Canadian tablet web use in June. That’s up slightly from 82.4 percent in May and 81.3 percent in April. The 84.3 percent mark is the iPad’s highest share of tablet web use so far this year.

The table below shows the iPad’s growth during the quarter and that of the No. 2 and No. 3 tablets for web use, the Kindle Fire and Samsung’s Galaxy tablets:

Chitika iPad stats June

This is a metric that Apple — and CEO Tim Cook especially — loves to crow about (I would not be surprised to hear him cite this research on the earnings call later today). People actually using the tablets they buy from Apple is, of course, a good thing for Apple.

Chitika says it collected the data from “tens of millions” of U.S. and Canadian tablets’ online ad impressions running through the Chitika Ad Network. So, while it’s a glimpse of how the iPad is doing with users relative to Apple’s competitors, it’s just one view — and a very narrow one at that.

Thumbnail image courtesy of Flickr user umpcportal

  1. Nicholas Paredes Tuesday, July 23, 2013

    The trend isn’t positive for tablets other than the iPad either!

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  2. BS. Actively sponsored. Android tablets sales have surpassed iPad’s in US while ago and I do not see any single reason why Android user spend significantly less time browsing Internet than iPad user? Do you?

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    1. Because Android tablets are about shipments and not end user sales.

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  3. This isn’t necessarily about “browsing Internet” but traffic.
    It might well be that iPad users simply watch a lot more streaming video (Netflix, etc) whereas Android users tend to use them more for email and low-data casual browsing.

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    1. Andrew Waber Tuesday, July 23, 2013

      Bruce, I’m part of the research team at Chitika Insights. To clarify, for each study we analyze tens to hundreds of millions of online ad impressions from more than 300,000 websites in our network – these range from several sites in the Alexa Top 10 to smaller blogs. An impression is cataloged when a user loads the webpage itself (sometimes even when the ad itself is not displayed). For studies such as the one here, we are looking solely at Web browsing activity, rather than in-app activity. Additionally, bandwidth consumed does not factor into our analysis. Hope that helps!

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    2. Bruce, all Android tablets can do streaming video and have WiFi. Even cheap Chinese $100 Android phone can show Netflix movies in 720p.

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