iPad decimates rivals when it comes to Web browsing

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With a great quarter behind Apple and massive refreshes of both iOS and OS X in the near future (along with a little something called the iPhone 6) Tim Cook is unlikely to have a lack of things to crow about during today’s earnings call.

If he is, however, maybe he can bring up the fact that — despite increased competition — the iPad is still driving a massive majority of tablet web usage, as measured through ad impressions.

The data was collected by research firm Chitika Insights, who sampled tens of millions of U.S. and Canadian ad impressions between July 1 and 7 this year. They found that the iPad accounts for 78.0% of all tablet ad impressions — up from the 77.2% the iPad represented back in April, and one of the largest quarter-over-quarter increases for any tablet brand.

If you’re keeping score at home, Amazon appeared in a very distant second place at 7.3%, while Samsung came in third with 6.3% — dropping two full percentage points since April.

Picture: Chitika Insights

Picture: Chitika Insights

The iPad’s ad impressions are on the overall decline, however. Comparing the figures to last year, the iPad has fallen from 83.6% of all ad impressions, while its rivals have made marginal year-on-year gains.

Despite this, Apple remains the overwhelming winner in this race, though, despite reports that worldwide tablet sales are now starting to slow down.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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