All those tablets and smartphones changing hands mean that the holiday season is just as high stakes for device makers as it is for retailers, and Chitika has been keeping score. Chitika surveyed a sampling of devices on their ad network, and they're reporting that Apple was the big winner in the smartphone market and that Amazon and Microsoft were the big winners among the tablet makers.
Thanks to bumper iPhone sales, Apple hardware accounted for about 2% of of the smartphone ad impressions than it did before the holiday season. Google was the other winner, going from 0% to 0.7%, but all the other smartphones tracked by Chitika showed noticeable declines.
And in tablets, Amazon showed the biggest gain, with the Kindle Fire accounting for 9.4% of ad impressions (up 0.6%). MS also showed a healthy bump in sales, taking home a 2.3% share. And the big "loser" was Apple, who's iPad only accounted for 76% of ad impressions (down 1.3%).
The data is based on ads served in the US and Canadian markets, and it only reflects the devices that browsed the web, and it is only based on a sampling of the ads served, and as a result it's not a perfect view of the market. But even as an incomplete snapshot, the chart below (and the report that Chitika is selling) reminds us that Apple's lead in tablets is slowly being nibbled away by other device makers (very very slowly).
As DisplayMate's recent screen study showed, Apple's competitors are getting better at a faster rate than Apple. They're catching up with Apple's ability to produce good tablets, and consumers are beginning to notice. Sales are shifting, and unless Apple pulls amazing tech or marketing out of their hat I expect the sales to continue to shift away from the iPad.