iPhone and iPad Dominate Mobile Web Share Throughout Holidays
Apple's iPhone was the only smartphone to gain mobile web traffic share in North America during the holidays, according to a new report from analytics firm Chitika, suggesting that the iPhone 5s and the iPhone 5c were popular with consumers over the holiday season.
The iPhone saw a 1.8 percent jump in web traffic from the period between December 20 and December 29, while other smartphone manufacturers experienced no gains or a slight loss in traffic share. Overall, the iPhone has a 54.3 percent share of total mobile web traffic, far above its closest competitor Samsung, which has a 23.7 percent share.
Despite its minor share loss, the iPad remains the most popular tablet, comprising 76.1 percent of all mobile web traffic in North America. Apple's closest competitor, Amazon, has a 9.4 percent share, while Microsoft and Samsung come in at 2.3 and 5.9 percent.
Mobile web traffic usage numbers have changed little over the course of the last year, with iOS devices continuing to dominate Android devices. In a report from late 2012, Chitika noted that iOS had an overall usage share of 67 percent, while Android had a 33 percent share.
Apple's mobile web traffic dominance was also confirmed by a recent report from IBM, indicating the majority of online shopping from mobile devices during the Christmas holiday was done by iOS users rather than Android users. 23 percent of total online sales on Christmas in the U.S. were made from iOS devices, while just 4.6 percent were made from Android devices.
To gather its data, Chitika used its Chitika network ad impressions, analyzing data from millions of smartphone and tablet users in both the United States and Canada. An ad impression was measured each time an individual user loaded a page containing Chitika ad code, giving an impression of overall web usage rather than a measurement of unique users.