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.


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.


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

FEATURED VIDEO

54 Comments

1. InspectorGadget80 unregistered

Best news I heard all year long

5. Extradite

Posts: 316; Member since: Dec 30, 2013

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

44. sgtdisturbed47

Posts: 960; Member since: Feb 02, 2012

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

8. jaytai0106

Posts: 1888; Member since: Mar 30, 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.

20. Scott93274

Posts: 6025; Member since: Aug 06, 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.

24. elitewolverine

Posts: 5192; Member since: Oct 28, 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.

29. Scott93274

Posts: 6025; Member since: Aug 06, 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.

41. boosook

Posts: 1442; Member since: Nov 19, 2012

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

45. 14545

Posts: 1835; Member since: Nov 22, 2011

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

15. Ninetysix

Posts: 2933; Member since: Oct 08, 2012

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

2. Antimio

Posts: 313; Member since: Nov 11, 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

3. wilsong17 unregistered

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

7. power_x

Posts: 264; Member since: Aug 28, 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

9. wilsong17 unregistered

lol why me i bought 5 google nexus 7 for Christmas all my nephew and niece are happy with the tablet

11. power_x

Posts: 264; Member since: Aug 28, 2013

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

12. CreeDiddy

Posts: 2118; Member since: Nov 04, 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...

25. elitewolverine

Posts: 5192; Member since: Oct 28, 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.

54. JunitoNH

Posts: 1946; Member since: Feb 15, 2012

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

21. sprockkets

Posts: 1612; Member since: Jan 16, 2012

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

33. tedkord

Posts: 17094; Member since: Jun 17, 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.

48. JunkCreek

Posts: 407; Member since: Jul 13, 2012

What do you expect? It's Alan F.

51. willard12 unregistered

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

4. sprockkets

Posts: 1612; Member since: Jan 16, 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?

6. Antimio

Posts: 313; Member since: Nov 11, 2013

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

34. tedkord

Posts: 17094; Member since: Jun 17, 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.

13. Commentator

Posts: 3722; Member since: Aug 16, 2011

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

10. Pyoung0560

Posts: 26; Member since: Oct 23, 2011

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

14. CreeDiddy

Posts: 2118; Member since: Nov 04, 2011

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

16. JerryTime

Posts: 468; Member since: Nov 09, 2013

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

18. Ninetysix

Posts: 2933; Member since: Oct 08, 2012

In the US? When?

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.