To see what percentage of iPads within the Chitika network are “The new iPad”, Chitika Insights performed an analysis of the unique impressions seen originating from an iPad and determined the share of these impressions represented by “The new iPad” by analyzing the user agent and the device’s pixel density. The following paragraphs detail the methodology behind The new iPad Tracker coming out of Chitika Insights.


Determination: An impression can be determined as an iPad through an analysis of the user agent. All iPad user agents pass a string similar to this:

Mozilla/5.0(iPad; U; CPU iPhone OS 3_2 like Mac OS X; en-us) AppleWebKit/531.21.10 (KHTML, like Gecko) Version/4.0.4 Mobile/7B314 Safari/531.21.10

Origin:Using geo-location technology, we can also determine the origin of the impression. We base this geo-location on the assumption that the majority of iPad usage is done on local networks, like homes, Wi Fi hotspots, and work places.

Pixel Density:From here, we look at the pixel density within the impression. While “the new iPad” has a 2048×1536 screen resolution, the old ones have a resolution of 1024×768. Despite their true difference in resolution, both the original and new iPad report a 1024×768 in our log. However, the pixel density is doubled on the new iPad compared to the older versions (and we can detect this difference). Versions with this pixel density will be counted as “the new iPad”; otherwise, it will be counted as an older version.


Pie Chart:The percentage reported in the pie chart represents a rolling twenty four hour average of iPad traffic. The percentages are simply the count of each particular group (iPad 1&2, “The new iPad”) divided by a total count of all iPad traffic observed.

Line Chart:The line chart highlights adoption rate by hour. For each hour, the methodology is the same as in the pie chart, except shown in a time series. For example, if “The new iPad” impressions made up 5% of all iPad impressions on March 17th at midnight, and 6% at March 18th at midnight, the chart would highlight this growth (and show all of the hours in between).

State-by-State: Finally, adoption rate by state highlights what percentage of iPad traffic within the state originates from “The new iPad”. Aggregating on each individual state, we do a simple count of all iPad impressions within the state, for the same one hour time period specified in the pie chart, and use this as a divisor for a simple count of “The new iPad” impressions. For example, if state XYZ has 100,000 iPad impressions in the last hour, 2,000 of which originate from the “The new iPad”, then state XYZ would have an adoption rate of 2%.

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