Chitika measured tens of million of smartphone and tablet online ad impressions on its network during December 20 to 29 in the U.S. and Canada. While the iPad did experience a drop of 130 basis points in its share post vs. pre Christmas it is worthwhile to compare this year to last as there is at least one article saying the data could indicate consumers are more interested in gifting lower priced tablets. I believe it shows that the iPad did very well this year and that the iPad juggernaut is intact. (Note that my family and I own Apple shares).
Chitika’s data has iPad’s share title="Chitika 2013 data">decreasing by 1.3% to 76.1% when measured from the five days before Christmas (December 20-24) to the five days afterwards (December 25-29). Amazon’s Kindle is the biggest share gainer moving from 8.8% to 9.4%, a 0.6% increase, with Microsoft the second biggest gainer at 0.5% going to a 2.3% share. While the holiday season is important it is worthwhile to keep in mind that the gains made by the non-iPad tablets could moderate as we move into the new year.
Source: Chitika Insights
During the 2012 Christmas week the iPad “lost” over 7% share
When looking at the 2013 data one of the quick reads is that consumers may be more interested in buying lower priced tablets vs. the iPad. However, it is worthwhile to compare how the iPad did this year vs. last to put some context around the competitive environment.
In 2012 the iPad’s share fell from 86% to just under 79%, losing 7.14% share. Amazon’s Kindle was also the biggest gainer at 3.03% moving from about a 4.5% share to a 7.5% share. Microsoft was the fourth largest gainer but the Surface had only recently become available so its data is close to meaningless.
Samsung had a nice gain in 2012 going from 3% to 4.4% but only increased by 0.3% in 2013 to 5.9%. Google’s Nexus doubled its share in 2012 to just over 2% but only moved up 0.1% in 2013 and seems stuck at a 2% share.
While the iPad did lose 1.3% share during the 2013 Christmas week it was not nearly as significant when compared to last year. It is also interesting to note that the iPad’s share only decreased from 78.9% in 2012 to 76.1% in 2013. Yes it is down but given that a whole year has gone by and with the competition hammering away, especially television commercials from Amazon and Microsoft, it is holding up very well.