iPad users generated 79.9% of North American tablet-based Web traffic over the month of September 2014 - a share down from the 81% figure observed one year ago, but a gain of 1.9 percentage points since July 2014. Meanwhile, Amazon and Samsung tablets are, respectively, still the second- and third-largest sources of tablet Web usage in the U.S. and Canada after both posted slight quarter-over-quarter share drops over the study period.
To determine the distribution of web usage, Chitika sampled tens of millions of U.S. and Canadian ad impressions between September 1 - 30. Samsung tablets had the biggest year-over-year usage share gain at 0.9 percentage points. The next largest year-over-year share increases were posted Microsoft (+0.6%) and Verizon (+0.5%). Microsoft's data did not include the laptop-like Surface Pro models.
Amazon's Kindle Fire stayed stable at around 6.7%; however, the company is reportedly planning to refresh nearly its entire lineup for the holiday season which may drive some short term increases.
"With Amazon, Apple, Google, Sony, and other brands all overhauling one or more of their tablet offerings in advance of the 2014 holiday shopping season, the North American market remains tremendously competitive. We do expect the fallout from these developments to manifest themselves most dramatically directly following the Christmas holiday, but the usage share volatility that traditionally accompanies this time period means that early January may yield the most accurate picture of the post-holiday North American tablet ecosystem."
Take a look at the chart below...