The study was based on a sample of 'hundreds of millions of smartphone and tablet impressions' from the Chitika Ad network and examined traffic from the U.S. and Canada between December 1st and December 27th.
The Apple iPhone 5 posted a small gain of 1.1% and the Samsung Galaxy S III posted a similar gain of 1.0%.
However, perhaps the most interesting result of this study concerns the iPad. The tablet which brought the product category into the mainstream, Apple’s product has long been the king of the market. However, this Christmas marked a serious diversification in tablet shares, with the iPad falling 7.1% in its share in the days after Christmas, from 86.0% to 78.9% following the holiday.
Lost market share was split between the Kindle Fire (3.03%), Samsung Galaxy Tablet (1.38%), Google Nexus (0.92%), and Microsoft Surface (0.17%).
Take a look at the chart below for more details.