What do you think of when you hear the word “tablet”?  For most it would be Apple or more specifically the iPad.  When the iPad was released in 2010 it quickly gained popularity amongst the masses.  Since then the market share held by Apple’s iPad has been increasing steadily.

While it is a widely known fact that the iPad (one, two, or “new”) is immensely popular, we here at Chitika Insights wondered how we could quantify just how popular these tablets are by digging into our network data. Our results were quite interesting, though not very surprising.

In conducting this analysis, we queried our vast ad network for impressions stemming from a tablet of any sort.  From there we sorted our data into categories of the various tablet devices.  As we had hypothesized, the iPad was overwhelmingly dominant versus the competition.

Based off of impressions across our network, the iPad accounted for 94.64% of all tablet based traffic.  This is impressive in and of itself but to put this number into perspective, the next closest competitor, the Samsung Galaxy tablet, boasts a lack luster market share of 1.22%.  Coming in last, in respect to traffic share, was the Barnes and Noble Nook with a meager 0.53% traffic share.  In defense of the Nook, it is used primarily as an e-reader, with the capabilities of a tablet.

Going forward the competition is going to be hard pressed to find a way to overthrow the seemingly omnipotent Apple.  Not only do they offer a great product they have the undying devotion of their enthusiasts.  Thus far Apple’s iPad offering has been able to thwart any attempt by competitors to develop a rival (or even equivalent product).  Apple produces a product that is both aesthetically pleasing and technologically robust.

It will be interesting to see what the future holds for both Apple and the other market players.  Historically speaking, new tablet products have yet to be a panacea.  Increasing market share will be imperative for all tablet producers in the future if they want to remain competitive.  The tablet has become an increasingly popular computing device and it seems evident that this trend will be persistent in the future.

With a flourishing middle class in China and an increasing appetite for quasi-luxury goods overall in the region, Asia will be a hot market for tablets in the future.  Last year tablet sales in six South East Asian countries were $962 million.  What is more, that same region has a penchant for Android operating systems; this could be big for tablet producers (sans Apple), though the iPad remains immensely popular across all corners of the globe.  Experts at research group Gartner believe that Apple will sell 148m iPad’s in the year 2015.

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