Tablet Traffic: iPad Used Most, Surface Used Most Consistently

Ad network Chitika has released new data about North American tablet traffic and usage. To generate the report the company looked at “tens of millions of North American tablet impressions” between January 20 to February 2, 2014. Overall the iPad drives far more traffic in North America than its rivals. However Microsoft Surface users “generate a […]

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Ad network Chitika has released new data about North American tablet traffic and usage. To generate the report the company looked at “tens of millions of North American tablet impressions” between January 20 to February 2, 2014.

Overall the iPad drives far more traffic in North America than its rivals. However Microsoft Surface users “generate a slightly greater share of their collective daily traffic between the hours of 12-5 p.m. ET.” Otherwise usage patterns are similar.

Tablet traffic Chitika

With its accompanying keyboard, Surface is marketed as a more work-friendly tablet, which appears to be consistent with the way people are using it — throughout the day. By contrast iPads and Android tablets are used more for leisure in the evenings, after work.

In a separate survey from GlobalWebIndex, 53 percent of tablet owners have Android-based devices, while 40 percent report they have iOS. The survey data are aggregated from multiple countries.

Tablet ownership survey

Source: GlobalWebIndex

Notwithstanding the survey figures above (and other third party “shipments” data), StatCounter shows that on a global basis iPad traffic is still much greater than Android (74 percent vs. 22 percent). This contrast between shipments/ownership and traffic once again raises the question: if there are so many more Android devices, what are people doing with them?

Global tablet traffic

Source: StatCounter


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About the author

Greg Sterling
Contributor
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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