Report: Apple's iPad Continues to Dominate Tablet Market with 98% Browsing Share
A recently released study reveals that the iPad accounts for nearly 98.10% of all web traffic originating from tablets, and 54.5% of all traffic from mobile devices. In its first-ever study, digital publishing tool developer, Onswipe, found that Apple’s tablet represented 98.1% of 29.5 million unique impression over 1200 sites from September 13 to September 20. The massive Apple share was followed by Samsung’s Galaxy Tab and Motorola’s Xoom, which managed 1.53% and 0.21% tablet-based traffic respectively. Amazon’s 7-inch Kindle Fire came in fourth with 0.11%. According to Onswipe CEO Jason Baptiste, “The iPad is clearly a browsing device,” explaining that his company can track device and engagement data via the aptly-named Onswipe platform.
After digging deeper into the results, iPad users spent 56.9% more time per web surfing session than iPhone owners, possibly hinting the tablet’s larger screen size is better for browsing. Another thing that should be pointed out is that the iPad’s 54.5% share of total mobile web traffic, more than doubles the iPhone’s share of 19.05% despite having comparatively fewer units in operation. An interesting bit of information was that the Kindle Fire saw a bump in web content management as users spent 79% more time per page visit compared to iPad users. Amazon’s tablet also generates 138% more page views per visit relative to Apple’s tablet. The results offer a quick look at what may be the future of tablet computing as a number of 7-inch tablets hit the market in the near future.
As far as the operating system share goes, Apple’s iOS owns 75.12% of total mobile content consumption across Onswipe’s monitored network, followed by Android with a 22.3% share. All others accounted for remaining 2.5% of the market share. Baptiste also made a brief follow-up to the study stating that iOS 6 accounted for 40.8% of all iOS traffic for visitors to Onswipe partner sites. Of the 250,000 unique iOS users studied, 56.76% of iPhone users upgraded to iOS 6 compared to the 37.75% of iPad owners.
With rumors of a possible “iPad Mini” launching next month, Apple is likely to continue to dominate the market.