Apple iPad Loses Some “Shipments Share,” Still Dominates Web Traffic

iPad miniResearch firm IDC has released a preliminary global estimate of tablet market share for Q4. The figures are all based on shipments, which are typically not the same as device sales to end users although in some cases shipments do predict sales.

According to these numbers, Apple’s dominant position in the market declined from 51.7 percent to 43.6 percent. Samsung lead the Android tablet makers with 15.1 percent market share, followed by Amazon’s Kindle Fire, with 11.5 percent of the market in Q4.

IDC Q4 tablet shipments

Source: IDC (1/13)

Last week Apple reported that it sold roughly 23 million iPads in Q4.

Strikingly, IDC’s figures don’t line up with the “facts on the ground.” The iPad continues to dominate web traffic generated by tablets according to several sources. While the data are US or North America-based (vs. IDC’s global numbers) there’s a pretty massive chasm between traffic and the shipments data.

According to Chitika’s most recent metrics, drawn from millions of impressions on its network in North America earlier this month, the iPad is responsible for 81 percent of all US and Canadian tablet web traffic. Although Chitika doesn’t track this data in Europe the numbers there can’t be very far behind.

According to Chitika the following is the traffic share breakdown among Android devices (19 percent of overall tablet traffic):

Android tablet share

Source: Chitika (1/13)

Kindle Fire is generating just over 40 percent of all Android tablet traffic in North America, followed by Samsung Galaxy tablets (20.5 percent) and Google’s Nexus tablets (9.1 percent), some of which are made by Asus (N7) and some by Samsung (N10).

Based on all of the above I would argue that we should abandon “shipments” as a market-share metric and rely instead upon actual sales and/or usage metrics such as those from Chitika, comScore and others.

Related Topics: Apple | Apple: iPad | Channel: Mobile Marketing | Google: Android | Statistics: Market Share | Statistics: Mobile Marketing

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!