The iPad's share of the tablet market seems to have shrunk markedly this Christmas -- but its dominance of the industry is still embarrassing for its competitors.
Web traffic measured by mobile ad network Chitika shows that nearly 79 per cent of tablet browsing on the two days after Christmas was done on Apple products, but that's down a significant 7 per cent from before Santa arrived.
The big winners this Chrimbo were the Kindle Fire range, up by 3 per cent to over 7 per cent of tablet browsers, with the Samsung Galaxy Tabs (both 7- and 10-inch versions) racking up over 4 per cent, up more than 1 per cent from before the holidays.
Google's Nexus slates made virtually no impression at all -- just 2 per cent of browsers, nearly doubling from before Christmas -- despite being solid-gold bargains.
The poor old Microsoft Surface proved a massive flop, not even scraping half a per cent of Web traffic. Even the BlackBerry PlayBook earned more than that, although it fell very slightly over the period measured.
So on this one measure, the iPad is still ten times more popular than its nearest competitor, despite losing nearly a tenth of its market share. With rock-bottom prices from Android tabs like the Kindle Fire HD and Nexus 7, I would have expected the tablet market to have evened up much more than it has.
This is only one set of data, however, and we won't know whether Android tablets have really made any impression until we see concrete sales figures. It's possible that iPad users are much more inclined to visit websites that display Chitika's ads, for whatever reason, than people who own other brands of tablet. The data was also for the US and Canada only, so the story may be somewhat different here in the UK.
Chitika also measured the popularity of different phones, with the iPhone 5 way out in front of Samsung's Galaxy S3 and Galaxy Note 2. Apple's latest phone picked up over 8 per cent of the North American market, gaining over 1 per cent from Christmas Day onwards.
I picked the Nexus 7 as my product of 2012, because it was finally a brilliant alternative to the iPad, with great specs and a much lower price. It seems no one listened to me. I won't take it personally.
Did you get an Android tablet for Christmas? What do you make of it? Chalk up your slate experiences in the comments below, or over on our touch-friendly Facebook page.
Android App 
RSS Feeds 
iPhone App 
Newsletters 
Comments 30
Add your comment
Peter Hudson 4 January, 2013 17:43
Is this really news, always happens when the marketplace is flooded with new devices from every hardware company.
jordanh97 4 January, 2013 23:35
It's funny to think how someone writing news articles for a global website can be so dull to think it's embarrassing for the other companies, when the true reason of dominance for the iPad is that people are deluded into thinking Apple have the best products in every sector and so don't realise the amount of other good tablets out there as well as phones, desktops, laptops etc. and so sales reflect this idiotic attitude. Think about what you write in your next article.
anonymous 5 January, 2013 03:11
Google nexus 0.97%.... iPad (all) 78.86%, well doesn't that show something... Ipad the Eco system A* (very consistent with its products through all the products) Operating system A, (needs an update soon to spice things up a little and use a little more of that power) product A* (beautifully made machines)... Nexus Eco system B, (android system too fragmented and fragile, google have some work to make it consistent) operating system A. Product C (cheap looking and too big plastic sides. also 35% smaller than the ipad mini, one reason for the price difference) i dont see the fuss about the Nexus, it seems crap to me! and before you think that i am an 'apple fanboy' i am not, i am your average consumer.
Damien2701 5 January, 2013 08:57
I have used many tablets and the iPad is better than the rest. The app store is more accomplished the OS is easier to use. I disagree with the idea that iOS looks old. When will people realize most people dont want stupid effects draining their battery life just for eye candy. I want my device to work effortlessly.
anonymous 5 January, 2013 09:46
@jordanh97 4 January, 2013 23:35
"....the true reason of dominance for the iPad is that people are deluded into thinking Apple have the best products...".
There's no delusion involved here.
The iPad is the market leader because it really is a cut above everything else in this sector.
I accept that even though I'm the owner of another brand of tablet.
Damien2501 5 January, 2013 13:01
These numbers are only for North America. The UK numbers are definitely different. Why even write an article about this in the UK?
jordanh97 5 January, 2013 13:05
@anonymous 5 January, 2013 09:46
".....The iPad is the market leader because it really is a cut above everything else in this sector...".
If you can be so dull to think that Apple really are cut above "everything else" in this sector of the market, shall we take a look at the Nexus 10 for example; which is thinner, lighter, faster and to just wipe away any doubts about it as I'm sure you know, has the highest screen resolution on any tablet and please don't even try and get me started on the OS. So please don't think the iPad is 'the best' because you're just lying to yourself like all the other idiots.
jordanh97 5 January, 2013 13:08
May I also point out this article was placed in the laptops section which for some reason irritated me haha!
As well as that Damien2501 thank you for sharing some light on how pointless this article is.
jordanh97 5 January, 2013 13:13
oh yes, and to top it off, it's cheaper too. just thought it was needed to add to my points....
anonymous 5 January, 2013 14:35
jordanh97 5 January, 2013 13:05
“.....shall we take a look at the Nexus 10 for example; which is thinner, lighter, faster....”
Check your facts. The slightly faster processor doesn’t translate into real world performance, where graphics rendering is the key factor. It’s about on a par with the iPad4, but slower in certain applications.
“....has the highest screen resolution on any tablet....”
As we know, higher resolution doesn’t necessarily produce better results if other aspects of screen performance are not up to scratch, You will find that 9/10 reviews have highlight deficiencies in the Nexus 10 screen. Even some Android specific websites (i.e. pro-Android) have noted these slight weaknesses.
Although it is pin sharp, contrast is below par, blacks are not deep enough, white is tinted and colour accurancy is slightly off. Samples variations have been reported too.
“So please don't think the iPad is 'the best' because you're just lying to yourself like all the other idiots”
Well you’ve given the game away there. You are clearly a silly teenager talking sh*te.
jordanh97 5 January, 2013 16:03
"On a par with the iPad 4" you are completely contradicting yourself. Even though I take into consideration you say about other applications can you bare in mind the price of the device. Also with regards to the screen, this is just one of the many devices out there as i made very clear in my initial comment and so even though I do conquer with you on the issue of resolution to quality ratio in most cases there have been various reports that have shown the Super PLS TFT HD technology used on the Nexus 10 to offer deeper colours and sharper images with more brightness and less power consumption than the iPad's IPS technology.
You really have brought yourself down to rock bottom with that last comment about age, shows how low you get when having a healthy tech debate.
anonymous 5 January, 2013 18:32
@jordanh97
Couldn't agree with you more, this anonymous guy's obviously an absolute fool.
anonymous 5 January, 2013 19:49
Of course! It must be that all ipad buyers are idiots!! It's all marketing!! What stupid sheep following apple!!! Bla bla bla.
Quit the bickering.
People don't mind paying for a product they know works. It's as simple as that. Apple got it right straight out of the gate with the original iPad and are reaping the rewards, using the knowledge they gained from the iPhone launch. Sure iOS probably needs a bit of an improvement and there are definitely (finally) viable tablet alternatives now. Some would even say there are better tablets out now, such as the nexus. But that doesn't detract from one main point.
The iPad is an excellent device.
People buy excellent products. For most people it is the complete package and worth the little extra they spend.
anonymous 5 January, 2013 21:10
@anonymous 5 January, 2013 18:32
"@jordanh97 - Couldn't agree with you more, this anonymous guy's obviously an absolute fool."
Sorry guys, that guy is right.
anonymous 5 January, 2013 22:44
Came back to see if the quality of CNET articles have improved, after deteriorating a lot over the past few months. And nope they haven't. There are far more insightful sites and ones that aren't there to try and stir up antagonism- whether pro Apple or anti Apple (which seems to be more the CNET style). So happy new year CNET. Signing off from your articles (and removing your apps from my IOS and andorid devices).
anonymous 6 January, 2013 06:41
BRAND BRAND BRAND, but fair enough clever branding.
It's like these tools who pay stupid money for designer clothing just because of a label stuck on it doesn't make the clothing function any better. Not difficult to understand the concept here.
Sergio Ortiz 6 January, 2013 10:10
"...its dominance of the industry is still embarrassing , as is our undying adoration of and unapologetic partiality to Apple" - CNET
anonymous 6 January, 2013 10:54
CNET is totally biased against Apple.
They put up any half-baked story involving Apple to goad the Haters and some very immature people into posting childish and nasty replies, just to get the "hit rate" up.
The more hits, the more advertising revenue.
The haters fall for it every time (which makes them look silly) and CNET tarnish Apple's reputation in the process.
Now they are trying the same trick using Microsoft.
This is nothing but a tabloid website.
anonymous 6 January, 2013 11:37
Jordanh97, your comments about people who use apple products just smacks of immaturity. Many of us have tried the alternatives and as in my case begrudgingly swapped to apple after realising just how crap PC's are. Best move I ever made. So no delusion there, I just experimented and found what works for me. Is Android better? Not for me, again no delusion just preferences. Insulting people using something you don't is childish, think better next time.
Damien2501 6 January, 2013 15:58
I agree CNET has become biased against Apple, how could you honestly call some of the articles on this page journalism? Why is CNET treating Apple like its some scam stealing peoples money, like a criminal?? Oh Wait...
#AppleSucks #TeamAndroid #TeamNexus7
anonymous 6 January, 2013 16:56
Apple still has the largest market share - rest easy fanbois. Although the Nexus 7 tablet deserves to get praise - affordable/fast/stable and running the latest version of Android, what is there not to like about that?
Apple has a big enough fan base to not have had to change iOS over the past 4 years which in turn has made it stale and dull. Other than introducing new features Android has had to change to improve on older versions prior to 4.0 with lag issues, but 4.1 and higher has taken it to new buttery smooth level. In features and price Android is kicking Apples cash rich derriere so why not point that out to the consumer. Would it be biased if CNET did not recognise this?
Hopefully Apple will get it's act together and do something interesting with the next iOS version to keep the competition going.
anonymous 6 January, 2013 19:32
I have always had ipads from the very first one,decided to try an android so bought nexus10 and holly shiit what a tool, sorry guys but coming from apple to android and i have to say android kicks butt, i personaly think the screen is better on the nexus as for speed well i dont care we are talking millisecondsbetween the both but the freedom with the nexus compared to ipad is phenominal you can do so much more,yeah the apple store might have more apps but you have to pay for most of them as with the same apps on google play are free, also so much easier to put films,music etc on the nexus, you can customize almost everything with active widgets etc but yu cant do nothing of the sort with apple,just wished i tried android a while back,went to give my now old ipad to my 15 year old but he dont want it he wants my new nexus 10, i think if apple fans tried the nexus properly for a few days they wont go back to apple because i know i wont, apple compared to android is very, very outdated, limited, boringand just plain dull....
anonymous 6 January, 2013 23:40
Here we go again 1
"Boring and dull" ..... ????
Whatever type of OS interface, it's the content, functions and apps that matter.
The OS itself is a matter of personal preference, mostly concerning style and usability.
You might prefer one over another, but saying the OS itself is boring sounds like too much time fiddling with the device, rather than putting it to a useful purpose.
Ralph Hardwick 6 January, 2013 23:48
Jordan - you're view is just as wonky as the story. I'm guessing someone told you Apple are bad and now you tell everyone else they are.
Their products may not technically be the best, but they are generally the easiest to use. That's what appeals to the mass market. People will happily pay more for a hassle free experience.
Ralph Hardwick 6 January, 2013 23:53
Incidentally, I currently own an iPad 3 but I imagine my next tablet will probably be an Android one unless Apple do something spectacular.
The Nexus 7 is a brilliant bit of kit, definitely better than the iPad mini on most fronts. It isn't quite as simple to use though and that might hold it back.
anonymous 7 January, 2013 00:58
Apple are lucky in that all the TV stations around the world use IPads including all news programs even many chat shows and TV dramas. This gives appple a massive advantage over android as those who know nothing about Tech do see apple products on the TV all the time.
Android has not tapped into this yet. There missing a big trick. Also the IPad is a must have fashion accessory for most that people must have to go with thier designer gear. Android just isnt a must have fashion accessory either so taking just these facts into consideration you can understand why Apple are controling the market share.
When I get on the train anywhere in London, everyone has a IPhone or an IPad or both. If half of these people gave android a try, many wouldn't go back to apple but fashion is on Apples side. Lets face it, Apple products are very nice and work very well. Having said that they are to expensive and most of thier apps cost money. Are their products really that much better than android...no, no at all but fashion dictates. Maybe android needs to bring out a designer range of products that could make their entrance on a Hip Hop video and or a top fashion brand. They could also ask CNN to use the range too...Lol As for me, I own a Galaxy Note. Love it. I wouldn't want an apple product. I like being different. Free apps too, no brainer. I was at my friends house over christmas. We were watching video clips on You Tube on his IPad. For some reason the picture quality on this particular video was poor so I took out my Galaxy Note and found the same video but the picture was crisp and clear. I could tell he didn't like that at all.
Ruffus Stone 7 January, 2013 01:11
Ralph, another household here with both iPad 3 and a Nexus 7.
We got the Nexus a few months ago and think it's quite a nifty bit of kit, especially at the price.
However, my daughter got an iPad Mini for Christmas and we've got a direct comparison with the Nexus right here at home.
I have to disagree that the Nexus is better than the Mini in most areas.
The only discernible advantage the Nexus has is in the sharpness of its higher resolution screen when looking at text or icons at close range. In almost every other respect the Mini has a distinct advantage over the Nexus.
Just as other people have reported, the screen is indeed brighter with deeper contrast. Photos look much better in the sense of more accurate colours and images seem more vivid and less washed-out.
I’ve also found that Web browsing and reading books, online magazines and newspapers is far better on the Mini’s larger and wider screen, where as the Nexus’s widescreen format is not ideal for this and makes it a chore. Re-reading some reviews, this seems to be a general conclusion.
In terms of the OS, there are few things I like about Android over iOS, for example the lock screen, back button and the use of widgets, but I find a lot of the features are pretty much just gimmicks.
The other observation is that the Android OS still stutters occasionally and scrolling is not as smooth, but this seems to be dependent on what you are using it for.
I’m going to hang on to the Nexus as I can put it to use as a controller for various home devices and at the cheap price I’d give it a cautious recommendation. If you can afford it, I think the Mini is much more rounded tablet, but that comes at a price.
jordanh97 8 January, 2013 22:05
You're all dull as hell.
anonymous 10 January, 2013 14:43
Begrudgingly swapped to Apple when you realised how crap PCs are? What exactly are Apple computers now, just PCs with Apple's OS?
And what has this to do with tablets?
When I first picked up ios devices I couldn't immediately figure out how to drop out of one app into another I had running or step back (which I still can't do like I can with the Android back button).
Deleting apps wasn't immediately apparent either. I still prefer Android as an OS and like how I can switch from standard to high power or power saving modes on my 10" Android tablet.
anonymous 10 January, 2013 17:16
I got a Nexus 7 for Christmas, my biggest complaint with it/or any android products is the limited App selections.
I own an iPhone 5 and couldn't get a lot of the apps i have on my phone on the Nexus, it's very disappointing. The keyboard layout is also frustrating, since I sometimes type in Chinese and Spanish, it doesn't seem to know what i'm trying to key and keeps switching and glitching.
not to mention there are already a hundred things on the new device before i even started using it. I'm planning on returning.