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Web traffic patterns suggest Apple’s iPad was a dud this holiday season

Zach Epstein
January 6th, 2012 at 10:50 AM

Countless analysts predicted Amazon’s Kindle Fire tablet would be a big seller this holiday season, and new data suggests that the slate may have been the most gifted tablet this past Christmas. Advertising network Chitika saw traffic across its network from the Kindle Fire grow roughly 20% each day leading up to Christmas, and traffic then exploded by more than 120% between December 24th and 25th. Research In Motion’s BlackBerry PlayBook saw the second biggest spike on Christmas Day, up  just over 50% thanks to deep discounts during the holiday shopping season, and Samsung’s Galaxy Tab line of tablets saw traffic jump about 15% on the 25th. Traffic from Apple’s iPad didn’t increase at all on Christmas Day, suggesting that rival tablets may have had an even bigger impact on holiday iPad sales than previously predicted. Read on for more.

“Though the iPad’s lead over the other tablets is strong, it was not the tablet with the most impressive spike in traffic after the wrapping paper had all come off Christmas morning,” Chitika’s Haze Jayachandran wrote in a post on the company’s blog. “The PlayBook’s 50% jump in traffic Christmas day might just be the thing to help with RIM’s recent struggles. The real victor in the season’s tablet wars, though, has to be the Kindle Fire and its 122% traffic spike from the 24th to the 25th. If more than doubling your usage overnight doesn’t say Christmas Spirit, we don’t know what does.”

Traffic across Chitika’s network grew between 20% and 30% for each of the four tablet lines between Christmas Day and December 26th, and then traffic from the Galaxy Tab, iPad and Kindle Fire tablets declined on the 27th as people went back to work. BlackBerry PlayBook traffic continued to grow about 15% on December 27th, however, suggesting the slate may have been the most gifted tablet among younger users who were off from school or college during the week leading up to New Year’s Eve.

Zach Epstein

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.




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