Chitika Insights looked at a sample of tens of millions of tablet impressions from the Chitika Ad network across the U.S. and Canada, and found that Apple's iPad is still the standard bearer with 87% of the web traffic share on tablets, which is down from 88% last month. The Amazon Kindle Fire tablet family had a 4.25% share of tablet traffic during the study period, which was a 20% increase from November. And, Google’s Nexus 7 and Nexus 10 tablets combined for 1.06% of tablet traffic, which is a 15% increase from November.
Given that the last numbers from IDC showed that Apple's market share is just over 50% for tablets, it's hard to imagine how Chitika's numbers are still showing such a big difference between the iPad and all other tablets. It makes us a bit curious about the methodology that the company is using to get these numbers.