App developers and advertisers use many metrics to measure how well mobile devices are doing in the marketplace. Chitika, which is a web advertising company that also provides some of the best analytics in the business, already has some stats for the two days after Christmas, which is when a lot of people started using their presents.
Chitika’s stats come from impressions on their own ad networks, and represent a reasonably accurate and large enough sample to be taken seriously. The study dates were from December 1st to December 27th 2012, and the traffic was all from the US and Canada, whose traffic still drives the English-speaking market worldwide.
Chitika counted the traffic from 1st December to 24th December, and compared it to the period from 25th December to 27th December. They then computed percentages of web traffic share, and figured out whose shares went up and whose went down as a result of Christmas presents.
In a stat that comes as no surprise, Apple’s iPad lost some of its share to Android tablets. This should be prefaced by stating that Apple still dominates the tablet market, but the market has proven to be extremely fluid, and Apple might have to rethink their strategy if the numbers continue to go in this direction.
All iPad traffic combined captured 86% of tablet Internet usage before Christmas, but “only” 78.86% from 25-27th December. That represents a loss of 7.14%. Kindle Fire gained 3.03%, while the Nexus 7 gained 0.92%, which almost doubled their number, and Samsung Galaxy gained 1.38%. Microsoft Surface pretty much broke even, gaining 0.17%, as did Blackberry, which lost 0.02%.
So, what does this mean to app builders, app creators and app developers? It means that Android is starting to make a dent in Apple’s stranglehold on the tablet market. It also means that the demand for Android apps will rise sharply. Their market share started out small, so a small gain in the total market represents a much larger percentage for them than it would if they already had a larger share.
It could also mean that we eventually see Apple give in and lower their prices a bit. If Apple had priced their iPad mini $75 cheaper, these numbers may have been different.
As we said in the smartphone post, “the game is on.”