Kindle Fire Gets Growing Share of Booming Tablet Traffic

March 6, 2012

jumptap-tablet-traffic-mix-oct11-jan12-mar2012.jpgThe share of tablet traffic on the Jumptap mobile ad network represented by the Kindle Fire reached 33% in January 2012, jumping from 20% in December 2011 and just 4% in November, according to [download page] a Jumptap report released in March 2012. The Kindle Fire’s growth comes amid an explosion in tablet traffic on the network, rising more than 50% since December. And although the share of traffic held by the iPad shrunk from 75% in October 2011 to 48% in January, Jumptap suggests that it may reclaim some share with the iPad 3 release, ushering in an extremely competitive year.

CES Brings Out Best for iPad, Blackberry

In an effort to determine the top mobile devices of the Consumer Electronics Show (CES) attendees, Jumptap analyzed the types of devices used in Las Vegas during the CES and compared the results to the devices normally used in the area, finding that the iPad and Blackberry performed best. In fact, the iPad doubled its share of network traffic during the week of the CES as compared to the week earlier (6% vs. 3%), while Blackberry’s share of traffic rose 111% from 3.6% to 7.6%. iPhone share of traffic also increased by 49% (22.6% vs. 15.2%), although the share held by Android only marginally increased (50.8% vs. 49.9%) and the share held by feature phones dropped significantly (8.2% vs. 20.9%).

Android Remains Mobile OS Share Leader

Results from the “Simple Target & Audience Trends (STAT)” report indicate that the OS market share battle boils down to Android and iOS, together making up 91% of the OS market. Android continues to lead at 58.8% share, unchanged from December, although iOS increased its share from 22% to 32.2% month-over-month. By contrast, Blackberry dropped to a new low of 6.7% share, ahead of Symbian (1.4%) and Windows Phone/Mobile OS (0.5%).

Voters Check Mobiles for Election Results

The report also suggests that for many voters, mobile is the first screen for breaking news and results. Examining the network’s “News Channel” traffic in South Carolina on Primary Day, Jumptap discovered a 35% increase in traffic at 7 PM when the polls closed, and a 40% spike at 10 PM when the results were announced.

According to a survey released in February 2012 by the Newspaper Association of America (NAA), 1 in 4 registered voters plan to use a mobile device (smartphone or tablet) to check for news about campaigns and elections this campaign season.

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