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Welcome to The CITE -- a blog on Course materials, Innovation, and Technology in Education, created by Mark Nelson and now part of the Publications Department of the National Association of College Stores. CITE is a pun with multiple meanings - referring to cite as in citation, something people reference; site as in location, website, or place people go to; and sight as in foresight or looking ahead to what is coming. Comments, discussion, feedback and ideas are welcome.



Thursday, June 28, 2012

Study Shows iPad Users Dominate Web Traffic


Pundits have generally been positive about the new Microsoft Surface, but a new report from the ad network firm Chitika says the Apple iPad is still the king of the hill by a wide margin when it comes to Internet traffic. The firm’s new study shows that 91% of media tablet web traffic comes from iPad users, although it dropped more than three percentage points from a similar study the firm conducted in May.

The data for the survey comes from impressions on the Chitika ad network from June 4-10, 2012. Because the Apple totals were so large, the firm compared other devices to 100 iPad impressions and found the Samsung Galaxy was a distant second at 1.94% of the web traffic. The Barnes & Noble Nook was fifth overall, accounting for 0.85% of the traffic, a performance that allowed it to move ahead of the Amazon Kindle Fire.

However, Chitika predicts the share of web traffic will continue to decline for Apple as more devices, such as the Surface, come to market, just as it did in the smartphone market.

“The Apple iPhone started out as a highly differentiated product, yet over time, its competitors such as Motorola and Samsung using the Android OS have begun to eat away at their market share,” the ad firm told The Mac Observer. “Even though (Apple) still remains dominant, the disparity is not the same as it used to be and we believe the tablet market will follow a similar trend.”

At the same time, the OnCampus Research study, Student Watch 2012: Student Attitudes and Perceptions, reports that just 17% of the students it has surveyed even own a dedicated e-reading device and that 62% say they have no plans to buy one any time soon.

1 comment:

Jennie Freedman said...

Thanks for including our tablet study in your report, Dan! -Chitika Insights (jfreedman@chitika.com)