Chitaka has just released new figures based on a survey of a sample of hundreds of millions of impressions from its advertising network between December 1 and December 27, 2012. Their data shows that the Kindle Fire, Samsung, and even the Microsoft Surface have picked up market share at the expense of the iPad. Amazon might not be boasting about sales of the Kindle Fire, but it looks like the number of KF in use in the US and Canada went up by about 2 thirds after Christmas. That family of tablets counted for 7.5% of Chitika's ad impressions in the 2 days after Christmas, up from 4.48% before.
Samsung and the Google Nexus tablets are still trailing the Kindle Fire, but both manufacturers picked up larger shares of ad impressions. Samsung's Android tablet now account for 4.39% of ad impressions, and the number of Nexus tablets in use nearly doubled to 2%. The Microsoft Surface also doubled, and it now accounted for 4 tenths of a percent of ad impressions.
The Nook hardware isn't mentioned in this report, unfortunately, so all we know at this point was that before Christmas B&N accounted for under 1% of ad impressions. That placed the Nook devices behind Google's Nexus tablets at the time, and given B&N's poor sales report yesterday it is a near certainty that the Nook still lags
So where did all this growth in market share come from? The iPad. Chitika noted a drop of over 7 percentage points in the number of ad impressions received by the iPad. This, I'm sure, will have Apple crying into their beer as they weep over a mere 78% market share.
That last figure is the most important, I think, because it shows that no matter how much the competition has worked to catch up to Apple they're still just nibbling around Apple's ankles.
What's more, Chitika expects the gains made by Android tablets to shrink in the next few weeks:
However, 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.
I'm not so sure that will happen. Yes, gadget owners do tend to use their devices less as time goes by and a fraction will even abandon a device. But that theory also applies to iThings, so there's no guarantee that the iPad will regain the lost share of ad impressions.