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Apple loses tablet market share to Amazon and Microsoft after Christmas

Apple loses tablet market share to Amazon and Microsoft after Christmas
Online ad network Chitika compiled some data based on ad impressions on its network from December 20th through the 29th in the U.S. and Canada. According to Chitika, the data covers "tens of millions" of smartphones and tablets and shows that the Apple iPhone was the only smartphone that recovered from the holiday season. Since Christmas ended, Apple tacked on 1.8% to its smartphone market share, and now controls 54.3% of the North American smartphone market.

Samsung has the next highest market share in North America with 23.7% of the market, but that is down .8% since the holiday came to an end. Of the seven manufacturers in the survey, Samsung's post-holiday drop in market share in the biggest. In fact, after Apple, the only other company to be unscathed after Christmas is Google, which has seen no change since Christmas 2013 came to a close.

"The iPhone was the only smartphone to exhibit usage share gains in the wake of the holiday, likely indicating that its latest set of 5s and 5c devices remained a hit with consumers."-Chitika

Things are much different in the tablet market, where Apple has suffered the largest drop in market share since the holiday period concluded. Apple still owns a whopping 76.1% of the tablet market in North America, even after the post-holiday 1.3% decline. So, who took the business away from the iPad after the Christmas lights were turned off? The Amazon Kindle Fire line gained .6% in market share, and Microsoft Surface slates tacked on .5%. The latter now owns 2.3% of the tablet market while the former controls 9.4% of the market.

"In the tablet space, share gains by Amazon and Microsoft, among others, contributed to the slight iPad drop," Chitika said. "With the increase, the Kindle Fire has continued its remarkable run to the top of the Android tablet marketplace."-Chitika

Chitika says that the stats indicate a level of maturity has been reached in the smartphone market, and also show that the tablet market still remains in growth mode for now.


source: Chitika via PCMag

54 Comments
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posted on 03 Jan 2014, 11:06 5

1. InspectorGadget80 (Posts: 6678; Member since: 26 Mar 2011)


Best news I heard all year long

posted on 03 Jan 2014, 11:21 1

5. Extradite (banned) (Posts: 316; Member since: 30 Dec 2013)


Why 1.8%, why not 18%....?

posted on 03 Jan 2014, 17:03 3

44. sgtdisturbed47 (Posts: 180; Member since: 02 Feb 2012)


Because junk like Kindle Fire and 8" Note tablets end up in the garbage immediately after opening the package.

posted on 03 Jan 2014, 11:39 7

8. jaytai0106 (Posts: 1389; Member since: 30 Mar 2011)


Oh yes :D I'm waiting for the general public to realize that they don't need to overpay for a good quality tablet. I think Surface might do well one day once it's gaining momentum.

posted on 03 Jan 2014, 12:45 1

20. Scott93274 (Posts: 1297; Member since: 06 Aug 2013)


I hate Windows 8 OS with a passion for desktop & notebook computers, but for a tablet like device, I think it might very well be the most versatile option on the market, so I too hope the Surface gains momentum.

posted on 03 Jan 2014, 12:50 1

24. elitewolverine (Posts: 1927; Member since: 28 Oct 2013)


the desktop tile is your friend, there is nothing different. And with the 8.1 update even the 8.0, right click where the start button was, gives you all those 'start menu' option.

I personally hated the start menu since windows 98, glad it is gone.

posted on 03 Jan 2014, 13:02

29. Scott93274 (Posts: 1297; Member since: 06 Aug 2013)


No.... I like to fight change. If I'm comfortable with something then I want it to never change... Maybe there are some benefits to the Metro UI but it's not something that I'm all that keen on. The only way I'll ever switch is if my work switched from Win7 to Win8 in which case I'm screwed because it's my job to support all other users on site.

posted on 03 Jan 2014, 15:45

41. boosook (Posts: 1075; Member since: 19 Nov 2012)


LOL! The surface is so expensive that you really chose the wrong example!

posted on 03 Jan 2014, 18:34

45. 14545 (Posts: 1142; Member since: 22 Nov 2011)


Not really when you consider what you get. There aren't many "i5" tablets on the market that cost less than 1k.

posted on 03 Jan 2014, 12:23 3

15. Ninetysix (Posts: 1669; Member since: 08 Oct 2012)


I know. It's always good to hear that Apple is still dominating.

posted on 03 Jan 2014, 11:14 3

2. Antimio (Posts: 279; Member since: 11 Nov 2013)


They started the flame, still have a huge advantage. But now there's so many options it's difficult to stay on the line. Personally I ditched my iPad for a Nexus 7. Not regretting it

posted on 03 Jan 2014, 11:14 10

3. wilsong17 (Posts: 1058; Member since: 10 Mar 2013)


maybe are waking up and realizing that $200 tablet does the same sh1t as a ipad that cost 500 or more

posted on 03 Jan 2014, 11:35 5

7. power_x (Posts: 238; Member since: 28 Aug 2013)


Maybe you are the one who needs to wake up and see that Apple is still dominating the tablet market by 76.1%

Sent from my iPad 4

posted on 03 Jan 2014, 11:42 3

9. wilsong17 (Posts: 1058; Member since: 10 Mar 2013)


lol why me i bought 5 google nexus 7 for Christmas

all my nephew and niece are happy with the tablet

posted on 03 Jan 2014, 11:48 4

11. power_x (Posts: 238; Member since: 28 Aug 2013)


It all comes to personal tastes really , but you can't deny that Apple is still the king in tablets

posted on 03 Jan 2014, 12:18 3

12. CreeDiddy (Posts: 325; Member since: 04 Nov 2011)


After playing on a Nexus 7 and getting an iPad Mini Retina for $259, hands down Apple's eco system wins out. Their is much better support on an iPad than any other tablet. I am glad that you're happy, but for me it felt like something was missing, like that wow factor and the Nexus 7 still felt like a "cheesy" tablet to me or trying to hard to sell a product at a lower cost. I could have bought the Nexus 7 for $155 by the way...

posted on 03 Jan 2014, 12:52

25. elitewolverine (Posts: 1927; Member since: 28 Oct 2013)


Cree, apple wins hands down with support. Though the windows support recently for me has been king as well. Especially their online help and that their techs now just remote desktop in to your device, even tablets and just 'fix' it.

posted on 05 Jan 2014, 12:50 1

54. JunitoNH (Posts: 964; Member since: 15 Feb 2012)


Not only that, four years from now, your iPad will still tolerable and usable.

posted on 03 Jan 2014, 12:46

21. sprockkets (Posts: 1309; Member since: 16 Jan 2012)


oooo did your lousy ipad stick that in for you? shouldn't have been "the new new ipad"?

posted on 03 Jan 2014, 13:15 4

33. tedkord (Posts: 5111; Member since: 17 Jun 2009)


This isn't sales or share. It's a measure of which devices surfed through certain websites. It's meaningless. In total market share, In both phones and tablets, Apple is a minority.

posted on 03 Jan 2014, 21:24 1

48. JunkCreek (Posts: 406; Member since: 13 Jul 2012)


What do you expect? It's Alan F.

posted on 04 Jan 2014, 13:32

51. willard12 (Posts: 864; Member since: 04 Jul 2012)


This article is about web surfing on certain sites, not sales. Sorry.

http://www.phonearena.com/news/Apple-iPad-losing-market-share-but-keeping-high-margins_id48918

posted on 03 Jan 2014, 11:16 2

4. sprockkets (Posts: 1309; Member since: 16 Jan 2012)


Wow, a .x % change in market share. That is like, a rounding error.

Isn't this the same company who skewked apple's ios version share as well?

posted on 03 Jan 2014, 11:22

6. Antimio (Posts: 279; Member since: 11 Nov 2013)


It means something when you are ruling 76.1% of the market share. But still, I
get your point +1

posted on 03 Jan 2014, 13:17 2

34. tedkord (Posts: 5111; Member since: 17 Jun 2009)


It would if this were a measure of market share. It's not. It's a measure of web traffic through a small subset of websites.

posted on 03 Jan 2014, 12:20

13. Commentator (Posts: 2467; Member since: 16 Aug 2011)


It also means something when .x% indicates a swing in millions of dollars.

posted on 03 Jan 2014, 11:47 8

10. Pyoung0560 (Posts: 26; Member since: 23 Oct 2011)


Apple may lead in North America (US) but Android controls Globally (around the world)

posted on 03 Jan 2014, 12:22 1

14. CreeDiddy (Posts: 325; Member since: 04 Nov 2011)


You're right Android. Name one "Android manufacturer" that is posting better numbers than Apple?

posted on 03 Jan 2014, 12:28 6

16. JerryTime (Posts: 468; Member since: 09 Nov 2013)


That's easy, Samsung has on SEVERAL occasions and releases.

posted on 03 Jan 2014, 12:31 1

18. Ninetysix (Posts: 1669; Member since: 08 Oct 2012)


In the US? When?

posted on 03 Jan 2014, 12:48 10

22. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Globally you know those other 100's of countries that exist on the planet?... You know what I meant.

And here is your links for Samsung outselling iPhone on major U.S. carriers. Have a Nice Day.

http://www.informationweek.com/mobile/mobile-devices/samsung-galaxy-s4-outsells-iphone-5/d/d-id/1110264?

http://www.gsmarena.com/galaxy_s4_outsells_iphone_5_for_the_first_time_in_us-news-6169.php

posted on 03 Jan 2014, 12:53

26. elitewolverine (Posts: 1927; Member since: 28 Oct 2013)


@Jerry, this is not about phone sales, but Tablets....nice try. Next?

posted on 03 Jan 2014, 13:10 5

31. JerryTime (Posts: 468; Member since: 09 Nov 2013)


He didn't specify that in his original statement, and that's what I responded to. Samsung has posted better numbers than apple and will do so again when the S5 comes out here in a few months. "Next?"

posted on 03 Jan 2014, 12:36 8

19. Extradite (banned) (Posts: 316; Member since: 30 Dec 2013)


Apple sells cause of it's logo. Everyone once to showoff and look cool having an Apple product. Apples products are ridiculously overpriced. That"s why they dominate 70%,

You can buy a iNtel i3 or an i5 Laptop for the same price. And charging you $100 extra for extra 16GB Memory. That is pure "ripoff" and providing medicore specs and less feautres.

Apple is just "pure hype" even Surface Pro, RT are much better. But it does not sell well, cause: we won't look cool, flashy, and the latest trend in it"

posted on 03 Jan 2014, 12:48

23. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Amen sir.

posted on 03 Jan 2014, 15:36

39. wilsong17 (Posts: 1058; Member since: 10 Mar 2013)


i like the way you think that how i feel

posted on 03 Jan 2014, 15:39

40. Augustine (Posts: 776; Member since: 28 Sep 2013)


I realized why the iPhone is such a small device. Its owners prize it like Golam did the Ring: "my precious!" Therefore they sport huge bump cases that add an inch to each dimension.

posted on 03 Jan 2014, 15:51 1

42. boosook (Posts: 1075; Member since: 19 Nov 2012)


http://www.phonearena.com/news/Sony-Xperia-Z1f-outsells-iPhone-in-Japan-gets-compared-to-Apples-bread-and-butter_id50741

USA is certainly one of the most important countries in the world, but the world itself is much bigger. You can't take apple's supremacy in the US as an indicator of apple's supremacy in the world, nor you can think that the 160 million Americans that own an iPhone are such a significant number when compared to the number of users of other brands (mainly Android users) in the world.

posted on 03 Jan 2014, 12:30 2

17. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Paid $275 for my G Pad around Christmas, and I think it's one of the best investments I have made on any Tablet I have ever owned. I still can't justify paying $300-$500 more for a Surface Pro Tablet or another iPad. I sold my iPad a while ago, and haven't looked back since.

posted on 03 Jan 2014, 12:56

27. elitewolverine (Posts: 1927; Member since: 28 Oct 2013)


Why need a surface pro? I have an asus 10.1 in, with windows 8.1 full version. Got it for 300. Sorry the GPad would do nothing for me as i use my tablet for far more things than i have been able to do on droids in the past.

Also when you buy a surface pro, the device in specs and things it can do makes the GPAD look like a toy. It is not for tablet users its for Full Blown pc users than dont want a laptop and want protabilty. I know several surface pro users that it replaced their laptops and desktops, using the hdmi port and usb port to turn it into a full desktop.

posted on 03 Jan 2014, 13:14 1

32. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Hey the Surface Pro is by far the best Tablet out there IMO, but I have a nice laptop and a Tablet(G Pad)for my leisure. So I can't justify spending that much money on something that I will benefit me personally.

As for Asus I don't like their brand, and I find their products ugly and cheap feeling/looking. Not saying they are or to bang on your personal Tablet, I am just saying what fits me best.

posted on 03 Jan 2014, 13:27 1

36. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Surface Pro 2* sorry left the 2 out.

posted on 03 Jan 2014, 16:40 2

43. Ant34 (Posts: 193; Member since: 10 Aug 2013)


"Sorry the GPad would do nothing for me as i use my tablet for far more things than i have been able to do on droids in the past."

Like what?

posted on 03 Jan 2014, 12:56 3

28. Scott93274 (Posts: 1297; Member since: 06 Aug 2013)


So the data compiled in this article is for US and Canada territories only? Yeah Apple may have a 76.1% of the tablet market in the NA territory, but how about on a global scale? Their phone market share in the US is 54.3% but it's less than half of that in the global market.

And the time frame this article covers is less than 2 weeks, I'm curious how much each company will fare over the course of the next year as Apple continues on its downward trend.

posted on 03 Jan 2014, 21:07

47. roscuthiii (Posts: 1863; Member since: 18 Jul 2010)


You'd have to have Michael H. or maye Chris P. write an article for a broader perspective.

This... this is unfortunately an Alan F. article and though his articles can be quite amusing, they often are heavily laden with cherry-picked data.

posted on 03 Jan 2014, 13:06 1

30. bubbadoes (Posts: 348; Member since: 03 May 2012)


Not surprised at all especially when the cost of a mini is 399. Not to mention the overpriced ipad airs

posted on 03 Jan 2014, 14:03

37. Gemmol (Posts: 543; Member since: 09 Nov 2011)


In my opinion those 3 tablets and Lumia 2520 are the only ones that are worth considering every other tablet is not needed once you have a Droid phone so I am just glad people gaining sense

posted on 03 Jan 2014, 15:23 1

38. Topcat488 (Posts: 1170; Member since: 29 Sep 2012)


The numbers don't add up to 100% rather 99,9% on the first chart... But that's OK, because it doesn't add up to 100% on the second chart either, but rather 100,1%. Something fishy going on or what?

posted on 03 Jan 2014, 19:50 1

46. darkkjedii (Posts: 12373; Member since: 05 Feb 2011)


They'll all sale millions of tablets, and life goes on. There's simply too many great tablets on the market for Apple to keep the lead it's had.

posted on 04 Jan 2014, 08:42 1

49. tasior (Posts: 248; Member since: 04 Nov 2012)


LOL, 54% of America has exactly the same looking phone?
It must be funny picture, when someone looses his phone on a party, and a founder shouts: Who has lost an iPhone?

posted on 04 Jan 2014, 11:03 1

50. tedkord (Posts: 5111; Member since: 17 Jun 2009)


It's more like 45%. This isn't about market share, its about web traffic through a small subset of websites.

posted on 04 Jan 2014, 13:46 1

52. willard12 (Posts: 864; Member since: 04 Jul 2012)


I'm not sure if this article is intentionally or accidentally misleading. The numbers have nothing to do with share of the market. It represents the percentage of web traffic from certain devices within the North American MARKET.

posted on 05 Jan 2014, 02:54

53. Darkhell (Posts: 32; Member since: 03 Nov 2013)


What does market share mean? Just number of devices sold or currently active? Or ever sold?

posted on 07 Jan 2014, 16:15

55. COZMAN (Posts: 99; Member since: 28 Nov 2013)


Apples days are numbered meaning market share is gone. I called the stock over inflated last year and said it was worth about 250.00 per. It is going there. The party is over. Try a Chromebook with back lit keyboard. Compare it to a Mac Air. I like the Chromebook and it's way cheaper. Tablets, Phones? They are not even a serious contender anymore thanks to Cook. The reverse of Steve Jobs.

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