iPad hits a new high in Web share usage; Samsung hits a new low

A new report from Chitika on Tuesday shows that Apple’s iPad is still growing its Web share usage. The iPad is now at 84.3%, its highest mark since the beginning of 2013.

The iPad grew by almost two percentage points from 82.4% to reach its new high, according to Chitika. This marks the second straight month of gains for Apple.

Following in second and third place are the Amazon Kindle Fire and the Samsung Galaxy family of products, respectively.

The Kindle has dropped its share for the past few months going from 7.4% down to 5.7% for the most recent report. Samsung hasn’t done any better. It dropped from 4.7% to 4.2% in the most recent report.

I ask the same question every time I see reports like this—What are people doing with those other tablets? Clearly, they are not going online.


  • RayRobertson

    I love the “Unidentifiable Android” category. Great name for a scifi horror flick.

    • rosewoodat5th

      What is staggering to me is even with 71 million smartphones sold Samsung still only made 8.3 billion on 50 billion in revenue – whereas in Q3 2012 Apple made 9 billion on 35 billion in revenue (it will likely be less profit this year on similar revenue).

      Samsung is making smartphones and… tv’s, washers/dryers, fridges, tablets, computers, cameras, stovetop ranges, printers, media players, memory, vacuums, microwaves, and accessories.

      More power to them and I wish them all the best but their smartphone margins are meaningless – Apple could probably “sell” 30 million extra phones for 50 bucks in India – but they will never make that choice.

      When we hear about Samsung crushing Apple we should consider these facts as well.

      • That’s the old “but look at how much money Apple is making” argument. What you’re missing is Apple’s margins are dollars they are charging you for the sake of lining their pockets, not helping you. I love my Apple products but being proud of Apple charging high margins isn’t really a flag of honor I like wearing. 🙂

        I’m all for companies making money, they have to, but I’ll never be happy about being overcharged.

        [holds up shield for the onslaught of down votes and vitriol] 😉

        • rosewoodat5th

          I can get behind that notion – I am not proud of Apple for charging higher margins per se… At the end of the day both of these companies can coexist and be profitable and no one gets hurt. Ultimately I am just sick of narrative that for one of the companies to succeed the other has to fail. That is the way most of these articles are written, “Hey, look, Samsung sold 70 million phones so Apple is going out of business” seems to be the undertone to me. Perhaps I do have Apple pride that is being hurt and so I am being oversensitive but we have to let go of the notion that either company crushing the sales of the other makes a difference if both are still insanely profitable.

          Or something… back to work for me!!

          • 100% agree. Those articles are ridiculous by every measure, hence the no up vote by me for the link above about Samsung’s sales.

            100% agree on letting go of the “my horse is winning” argument too. At this point, Android will best iOS then vice versa, iPhone will best Galaxy’s and vice versa, etc. They’re all major players now and will be here for a while.

        • Jay Martin

          Yet you still (apparently) buy Apple products (which a great many people do as well). So clearly, Apple has a pretty decent feel for that tradeoff. The way to change their minds is to stop buying their products.

          Overcharging is most definitely a matter of opinion – you have to decide how much value you get for the amount that you pay. Simple as that.

          And, if by “lining their pockets” as you put it means that Apple as a company will continue to make the products that I like to use and of the quality that I appreciate, then is that really overcharging?

          Just some thoughts…

          • Apple has their market down pat. I will not stop buying their laptop/desktops (unless something else comes along and is better) but I’m done w/ phones/tablets. That won’t matter to them ’cause of the droves of others standing in line.

            Yes, it is still overcharging because they are making more profit than is necessary to continue building the quality products we all love. They are charging what the market allows (smart by them) vs what they need.

            Disclaimer: Apple isn’t the only one. Amazon is about the only company I know willing to keep more money in my pocket than in theirs.

          • Sebastian Paul

            Amazon wants “world domination”, undercutting all other stores helps them in achieving that goal.

            What do you think will happen when everyone buys everything (including toilet paper) from Amazon?

          • Agreed.

            No clue what will happen because it won’t.

          • Sigivald

            Yes, it is still overcharging because they are making more profit than is necessary to continue building the quality products we all love


            Interesting to know you can see the future to know that that money they have is more than what they “need” for acquisitions, R+D, legal challenges, and every other use they have that supports “building the quality products we love”.

            “More profit than is necessary” is an economic non-sequitur.

          • They have amassed a massive amount of cash over and above what is necessary to continue making great products, including R&D. Legal…they should find a mirror. 🙂 (whole other topic)

            You guys shouldn’t be so defensive. Apple makes money hand over fist by charging more than is necessary and, again, they aren’t wrong for it but as consumers we shouldn’t use it as a badge of honor.

            “Apple makes the most money” == “Apple charges me more and I brag about it”

        • I don’t understand the “lining their pockets” argument. They’re charging what I’m willing to pay. What’s the problem here? Why is it anyone else’s concern?

          • No problem. I commented below saying exactly what you said.

            I was responding to the original comment above where it was used as a #winning definition. My point: don’t wear Apple’s margins as a badge of honor because their margin is your financial loss.

          • the Ugly Truth

            “their margin is your financial loss”…

            Interesting. Not sure what you do for a living. However, I’m almost certain another chap can do what you do for a penny less.

            using your logic…should we hold that against you?

            Do you know how much a liter of “bottled water” cost vis a vis a liter of gasoline?

          • I’m a developer and, yes, clients hold my hourly rate against me. Others want my services and happily pay it.

            Again…stop trying to prove me wrong folks. I said Apple is not wrong for it as everyone does it but we should not wear it as a badge of honor because our horse has a shinier mane.

          • the Ugly Truth

            You are smart enuff to understand the convo…

            I have zero desire proving anyone wrong.

            I just find “generalizations” stated as facts from typically smart people to be challenging to digest.

          • Space Gorilla

            No, it is not my financial loss. Every Apple product I own helps me work more productively, spend less time futzing, less time with support, less time figuring out software, etc, etc. When you view it in the context of total cost of ownership Apple products actually are cheaper. They always have been. When I make a purchase I think about what it will cost me over the next five years. Apple always wins that calculation.

          • Financial loss = you spending more than is necessary for their sake. I’m not referring to “total cost of ownership” or anything else.

            If they sold the $499 iPad at $449, you’d keep $50. They could make money at $449, just not as much. So them deciding to make more money means you have less.

            (I know I’m not speaking greek here. That’s a simple concept.)

          • Space Gorilla

            It’s only simple if you don’t look at the reality of ownership, which is more complex. If Apple selling for $50 less per iPad means some part of the iPad (or future iPad) is diminished (hardware or software), then I’m not actually ahead financially. Instead I am stepping over dollars to save pennies, a mistake many people make over and over and over.

          • Absolutely right.

      • Looks like that Apple’s 9 billion (on 35) is now 6.9


        Trending down..

  • I really wish someone would survey frequency of usage by brand or operating system (x days per week). Do people buy them and just not use them?

  • To answer your question:

    I rarely go to my browser on my tablets (iPads included). I’m in apps probably 90-95% of the time.

    That’s why I take stats from Chitika with a very small grain of salt. They do not track app usage and their use is based on a sliver of Internet traffic they cover.

    They are an advertising network. As you said recently, consider the source.

    • DocRoss

      OK, but with the web site I manage, 22% of our traffic in the past year was mobile. Of the mobile traffic, 85% was iOS, split nearly 50/50 iPad and iPhone. The highest number of hits from a non-Apple mobile device was “Unidentified,” and that came in at 1.5% of mobile devices.

      What’s the topic of my website? Children’s theatre. Not technology, not Apple, but general interest.

      I am just not seeing mobile hits from Samsung or any other Android device in quantity.

      • bandata

        The nay sayers cannot accept the reality. iOS users generally surf more, spend more, and click more. Google makes more money from Apple than Samsung. Now, Samsung wants to work against Google and hopefully Google will realize that its hand is being eaten slowly.

        • (see my last comment to DocRoss; since I believe you’re referring to me as a naysayer)

          I am VERY interested in what Sammie has up this fall for their dev conference. It does seem they may break off from Android.

      • You misunderstand my intent. I’m in no way saying iPad is losing this “race” but I’m saying Chitika covers a smaller portion of the web. Throw in the major site visits (Google, Facebook, Twitter, etc) and how does that change the numbers?

        I just checked several sites I have Google Analytics stats on and iOS has more traffic:

        • iOS 55%, Android 43% (church)
        • iOS 74%, Android 11% (business)
        • iOS 56%, Android 41% (personal)

        These are all minor use sites. Neither of them have app alternatives.

      • Space Gorilla

        I have about 40 clients that I work with, consulting on web goo, and I see the same trend, rising mobile traffic (from about 5 percent to as high as 30 percent) and almost all of it from iOS. These aren’t tech companies, these are industrial, commercial, agriculture, non-profits.

      • CPA01

        You do know that many android devices are using Apple UAs right?

    • Andrew

      Hi John, I’m part of the research team at Chitika Insights. As a background, for each study we analyze tens to hundreds of millions of online ad impressions from more than 300,000 websites in our network, which range from several in the Alexa Top 10 to smaller blogs. Several statisticians on staff independently review each study, and while we indeed can only see what’s going on within our network, we aim to ensure representative results through large sample sizes and a varied network of publishers (e.g. large and small, wide variety of verticals). Hope that helps!

      • Great to see your response. Your coverage is as expected. I’m sure you guys have your ducks covered on managing your data, analyzing, etc. but 300k out of the 600+ M* sites on the web is exactly as I stated: a sliver. That’s not being disrespectful by any means just provides exact clarity to my point.

        I simply don’t take it as a larger, true view of device usage. It’s interesting but not definitive, IMHO. By no means does it mean you should stop either.

        Thanks for chiming in.

        • Sigivald

          Yeah, but 300k including “several in the Alexa Top 10” is going to be meaningful in terms of reflecting general traffic patterns.

          Remember two things:

          1) Most people don’t aggressively patronize only sites that don’t participate in ad networks and 2) To be statistically meaningful you don’t need a very large sample.

          (What I’m interested in is not “percentage of hits from platform X”, but “percentage of hits from platform X corrected for size of install-base.

          That might tell me something interesting.)

      • CPA01

        Why does your firm think it can extrapolate total web mobile traffic from ad impressions?

        Your sample is comparatively small, ad impressions cannot track things that don’t generate ads, looking purely at mobile ignores how android browsers sometimes default to desktop mode (where iOS never does) and how does your system deal with the problem of inaccurate reporting of devices that are not iOS but report as such?

        Because right now, it looks like your firm is taking a very small scope tool and using it to measure something it by definition cannot do. The “results” your firm posts are, with that in mind, effectively Fraudulent.

    • CPA01

      That’s not the only reason you should ignore Chitika.

      They don’t address the problems with how they collect data. Head over to the CNet forums and you see very savvy technical people digging into their tablets and discovering that their own tablet reports an Apple UA. And when you look at Google’s reporting on this, it shows Chrome was reporting as Safari. Silk users on Kindle Fires were showing their own networks reported access via Safari yet it was a closed test and the only device was their Fire.

      There are serious problems with mere reporting of what is connecting to the ad network.

      The non-Browser stuff is HUGE, but when Chitika cannot even fix the very basis of accurate data collection, there’s no reason to trust anything they said.

      I know my Dolphin Browser on my Nexus 7 reports an iPad UA. So I know Chitika’s study is garbage.

      • Great points/comment. Changing the UA is a breeze, especially on Android, and custom browsers change it as well, as you noted.

        Tracking devices is not definitive and, what’s even worse, using usage share as a winning feather for the Apple fandom is hilarious when marketshare, a losing category for them, is discarded so quickly.

        I always say…pick your stat and you too can win.

        • CPA01

          But most people won’t go change their UA.

          It is rather disturbing how Tim Cook champions this “report” all while knowing the reporting problems within Android’s code.

          For a firm that went line by line looking for anything to sue over, they know better than to accept Chitika’s report.

  • BC2009

    Those other tablets are being used as in-vehicle DVD players with pirated movies loaded on to them.

  • ted

    “I ask the same question every time I see reports like this—What are people doing with those other tablets?”

    Staring at them and wishing they had gotten an iPad instead?

  • These usage figures mirror my personal life. My wife has an iPad, my mom has a Nexus 7, and my mother-in-law has a Kindle Fire. My wife is on the web far more than our mothers combined. My mom primarily bought her Nexus to keep in contact on a long trip (which is now over), and I don’t think my MIL has surfed the web once on her Fire (bought it for magazines).

  • mikey

    Two things: Non Apple devices sales are estimates as no one else is actually reporting sales. This data indicates that the numbers are bullshit.

    Second, much like the heyday of the iPod, when tablets are given as “gifts” the end up in the same box as crappy toys. iPads don’t have quite the status as iPods, where people were buying earbuds and keeping their crappy mp3 players hidden, Apple still has the cool factor and people may use their others at home, generally don’t want to be seen in public with their cheap plastic shit. I realize I am over generalizing here, but hopefully you get the point. The data don’t lie.

      • Flexxer

        From that same article: “Obviously Apple doesn’t want iPhones or iPads piling up on store shelves, and there is certainly no reason to believe that is actually happening.”

        They are making a point – shipped vs. sold – that is basically pure semantics wrt Apple because Apple also reports inventory so it’s quite obvious that they sell all products they ship in a very timely fashion. Samsung et al. on the other hand usually don’t even report shipped numbers, so all numbers you read are just estimates from analysts (and probably just as wrong as the rest of their “analysis”).

        • True some don’t report shipped numbers but Apple reports both: shipped and sold. They can’t report sales from their partners just what they provided them.

  • CPA01

    This study would mean more if it wasn’t reliant upon ad impressions.