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Apple iPad dominates tablet-based web browsing with 98% share, report says

post #1 of 78
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A study released on Thursday claims the iPad accounts for nearly of all web traffic originating from tablets, and 54.5 percent of all traffic from mobile devices, to sites running the touch-centric Onswipe platform.

In its first-ever study, Onswipe, a digital publishing tool developer that helps websites create "touch friendly" web experiences without building a standalone app, found that Apple's tablet represented 98.1 percent of 29.5 million unique impressions over 1200 sites from Sept. 13 to Sept. 20.

Onswipe Study
Source: Onswipe


Apple's massive share was followed by Samsung's Galaxy Tab and Motorola's Xoom, which managed 1.53 percent and 0.21 percent of tablet-based traffic, respectively. Amazon's 7-inch Kindle Fire came in fourth with 0.11 percent.

"The iPad is clearly a browsing device," Onswipe CEO Jason Baptiste told AppleInsider, explaining that his company can track device and engagement data via the aptly-named Onswipe platform.

Digging deeper into the results, iPad users spent 56.9 percent more time per web surfing session than iPhone owners, possibly hinting that the tablet's larger screen is better suited for browsing.

Also of note is the iPad's 54.5 percent share of total mobile web traffic, more than doubling the iPhone's share of 19.05 percent despite having comparatively fewer units in operation.

iPad v. iPhone


Interestingly, the Kindle Fire has seen a bump in web content engagement, as users spend 79 percent more time per page visit compared to iPad users. Amazon's small form factor device also generates 138 percent more page views per visit relative to Apple's tablet. The results offer a look at what could be the future of tablet computing as an onslaught of 7-inch products hit the market, possibly signaling a push toward smaller, more portable devices.

As for operating system share, Apple's iOS owns 75.12 percent of total mobile content consumption across Onswipe's monitored network, followed by Android with 22.3 percent and all others with 2.5 percent.

Baptiste made note of a brief follow-up study conducted on Wednesday which found iOS 6 accounted for 40.8 percent of all iOS traffic for visitors to Onswipe partner sites. Of the 250,000 unique iOS users studied, 56.76 percent of iPhone users upgraded to iOS 6, compared to 37.75 percent of iPad owners.
post #2 of 78

So all fo these Android devices are sold to whom, may I ask? To the companies themselves?

 

 


Tim Cook using Galaxy Tabs as frisbees

 

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Tim Cook using Galaxy Tabs as frisbees

 

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post #3 of 78
"I don't know what these other tablets are doing! They must be in warehouses, or in store shelves, or maybe in somebody's bottom drawer!" --Tim Cook, at the Sept. 12 iPhone 5 announcement.
Edited by nkingman - 9/27/12 at 6:05pm
post #4 of 78
Quote:
Originally Posted by logandigges View Post

So all fo these Android devices are sold to whom, may I ask? To the companies themselves?


freebies for the employees.

 

As for the Kindle Fire user spending 79% more time? it's such a small sample size considering 0.11% of tablet web traffic is the Fire. You can't draw any conclusions about 7" tablets when the 10" tablet usage is 98+%

post #5 of 78
Quote:
Originally Posted by logandigges View Post

So all fo these Android devices are sold to whom, may I ask? To the companies themselves?

 

It just tells that most of the Android smartphones sold are actually used as dumb-phones.

I think it can be easily deduced from the stats above how many of 1M (activated Android devices per day) used for Internet browsing.

post #6 of 78

98% lol.gif

 

Fandroids can lie all they like, but the simple fact is that almost nobody is using Android tablets for anything worthwhile.

 

Some ignorant person probably sees an ad for some cheap Android tablet and thinks to themselves "I've always wanted an iPad, but I'm kind of broke right now, so lemme get this Android tablet instead. I've heard a few people on the internet say that it was good, and nobody ever lies or shills on the internet."

 

And then they come home and realize that it is complete crap, and they never end up doing much with it, money right down the drain. You should've bought an iPad, suckers! lol.gif

 

The next moron who even mutters the words "iPad killer" deserves to be waterboarded.

post #7 of 78
But but but where is the Nexus 7"? All the tech sites bragged about how it sold out...
post #8 of 78
Imagine the drop in revenues for Google! No wonder they are blitzing the blogs with anti Apple maps fake negative reports.
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post #9 of 78
I have to think most folks buying Android tablets can't afford or simply don't know what an Internet is and use them for playing Angry birds or reading books. Wait, how do they buy apps???
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post #10 of 78
Quote:
Originally Posted by digitalclips View Post

I have to think most folks buying Android tablets can't afford Internet connrctivity and use them for playing Angry birds or reading books.

Maybe angry birds, but I doubt that they read too many books. People who read a lot are often better informed, less ignorant and also make more money.

 

The low-end Android market is clearly not marketing to intelligent or well-read people.

post #11 of 78
I remember there was a unit called impressions per 100 iPad impressions.
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post #12 of 78
"Interestingly, the Kindle Fire has seen a bump in web content engagement, as users spend 79 percent more time per page visit compared to iPad users. "

Users have to use more time to browse the same web since the kindle fire is much more smaller than iPad, they have to scroll and scroll in order to read all contents.
post #13 of 78
Yet all the "experts" consistently quote a 60-65% market share for the iPad.

Please update the AppleInsider app to function in landscape mode.

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Please update the AppleInsider app to function in landscape mode.

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post #14 of 78
i run a major retail e-commerce site for one a 1200 store chain and we see 70 % iOS device for mobile vs. under 20% for all Android combined. So bad that we pretty much ignore Android in our mobile strategy discussions.

And to make matters worse, the conversion rate on Android users is a fraction of iOS users, making them even less valuable to the organization!

Translation: Android users are NOT using phones are web devices and spend no money, so they are of no value to us!
post #15 of 78
Quote:
Originally Posted by Apple ][ View Post

Maybe angry birds, but I doubt that they read too many books. People who read a lot are often better informed, less ignorant and also make more money.

 

The low-end Android market is clearly not marketing to intelligent or well-read people.

 

Whoa, step back a little bit.  Most people who buy non-iPads probably buy them as a device dedicated to one or two purposes, and can thus justify the limited functionality of their lower priced device.  That does not make them idiots.  Maybe they are strapped for cash, so what?  I see a lot of the "wealthier" iOS6 users on this site complaining about a free maps app like someone stole their car.  Suggest to them to buy one of the non-free navigation apps and see who's cheaper.  I have no problems with people debating the worth of one  product versus another, but don't insult people.  

post #16 of 78
Quote:
Originally Posted by AppleInsider View Post

A study released on Thursday claims the iPad accounts for nearly of all web traffic originating from tablets, and 54.5 percent of all traffic from mobile devices, to sites running the touch-centric Onswipe platform.
In its first-ever study, Onswipe, a digital publishing tool developer that helps websites create "touch friendly" web experiences without building a standalone app, found that Apple's tablet represented 98.1 percent of 29.5 million unique impressions over 1200 sites from Sept. 13 to Sept. 20.

Am I really the only one here capable of critical thinking?

While I believe that they observed 98%, but no one is asking, "98% OF WHAT?"

The company makes ads and appears to be tracking ad impressions. There is absolutely no indication that their sample is representative of the Internet using population as a whole and the results are therefore largely meaningless. Their customers might tend to be people who dislike Google ads for some reason and might therefore tend to be developers of apps that only run on iOS.

That said, it's hard to underestimate Apple's impact on the industry. I just came across a graphic that gives a great example of how Apple is changing the industry:


(Hint: ask yourself who's missing)
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post #17 of 78

What is probably not mentioned is that all Android users are able to change what a webiste sees when it logs onto it, via UA string, or even through available browsers. In which case Android tablets can appear as Internet Explorer or even Firefox, Chrome or whatever else third party browser there may be for a pc. The page views that are reported are probably those that are still sitting as store demos or are in stock configuration. So I wouldn't go hootin' and hollerin' just yet. 

post #18 of 78
Originally Posted by jragosta View Post

(Hint: ask yourself who's missing)

 

Hey, I remember that image. Come a long way since 2008. He's missing on both platforms now. lol.gif

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Originally posted by Relic

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post #19 of 78

"Where are all the RIM Playbooks on these charts?" -nobody

post #20 of 78
Thats a thing that puzzle me. 30% of tablets are not ipads and more than 50% of phones are android and yet idevices wipes the floor with them on internet usage.

That makes me wondering what the heck are the people doing with all those android devices? The are lost in settings or what?
Edited by herbapou - 9/27/12 at 7:47pm
post #21 of 78

Frankly that is just stunning.  Really shines a light on the Kindle Fire sitting behind the Samsung and Moto tablets (which are really nowhere here).  Really stunning.

post #22 of 78
Quote:
Originally Posted by Joseph Cobbs View Post

What is probably not mentioned is that all Android users are able to change what a webiste sees when it logs onto it, via UA string, or even through available browsers. In which case Android tablets can appear as Internet Explorer or even Firefox, Chrome or whatever else third party browser there may be for a pc. The page views that are reported are probably those that are still sitting as store demos or are in stock configuration. So I wouldn't go hootin' and hollerin' just yet. 

So the average Joe android user told himself, hey lets go change settings so sites dont know what devices we are using? Really?
post #23 of 78

Hence the consumer satisfaction numbers for iPads being what they are. 

 

Stuff that isn't junk gets used and enjoyed. Consistently. 

post #24 of 78
Quote:
Originally Posted by herbapou View Post


So the average Joe android user told himself, hey lets go change settings so sites dont know what devices we are using? Really?

 

iOS, Not Android, Users More Adventurous in Browser Choice

http://insights.chitika.com/2012/ios-android-browser-study/

post #25 of 78
Quote:
Originally Posted by jragosta View Post


Am I really the only one here capable of critical thinking?
While I believe that they observed 98%, but no one is asking, "98% OF WHAT?"
The company makes ads and appears to be tracking ad impressions. There is absolutely no indication that their sample is representative of the Internet using population as a whole and the results are therefore largely meaningless. Their customers might tend to be people who dislike Google ads for some reason and might therefore tend to be developers of apps that only run on iOS.
T

Well onswipe doesn't make stand alone apps and optimizes webpages for touch. There were 1200 different sites in the study. Also note the chart is misleading and not to scale. A quick glance would make you believe the Galaxy Tab would have 1/2 the impressions the iPad has when actually it has 1/64 the impressions the iPad has.

post #26 of 78
Quote:
Originally Posted by herbapou View Post


So the average Joe android user told himself, hey lets go change settings so sites dont know what devices we are using? Really?


more than likely, the average joe android user said, "i can go on the internet on this thing?"

post #27 of 78
I wonder if the Kindle Fire's silk browser was taken into consideration with those stats. To refresh those that don't recall, Amazon Silk is the default browser setting for the Kindle Fire. For each webpage, Silk decides which browser subsystems to run locally on the tablet and which to run remotely on the Amazon EC2 servers. It could be that analytics code is caches on the EC2 servers or not used at all when Silk is enabled. This would account for what I'd think are so Kindle Fires in customers hands and yet coming in 4th place.

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post #28 of 78
Quote:
Originally Posted by iSteelers View Post

 

Whoa, step back a little bit.  Most people who buy non-iPads probably buy them as a device dedicated to one or two purposes, and can thus justify the limited functionality of their lower priced device.  That does not make them idiots.  Maybe they are strapped for cash, so what?  I see a lot of the "wealthier" iOS6 users on this site complaining about a free maps app like someone stole their car.  Suggest to them to buy one of the non-free navigation apps and see who's cheaper.  I have no problems with people debating the worth of one  product versus another, but don't insult people.  

 

You don't have to be wealthy to own Apple products. Apple's products have become so common place and you see all sorts of people using them now.

 

I also don't believe that anybody has the right to not be offended. It's not that Apple users are wealthy, I see it more as Android users being cheap and this in turn reflects upon and affects their whole eco-system.

post #29 of 78
Quote:
Originally Posted by jungmark View Post


freebies for the employees.

 

As for the Kindle Fire user spending 79% more time? it's such a small sample size considering 0.11% of tablet web traffic is the Fire. You can't draw any conclusions about 7" tablets when the 10" tablet usage is 98+%

I am wondering if Kindle Fire spends 79% more time on a site because it takes longer to render lol.gif 

 

But seriously doesn't the Fire render pages on Amazon's servers and then sends the data to the Fire? Could something on the server end be doing this.

 

Or are Kindle users just slow readers?

post #30 of 78
I guess that should shut the mouths of those pesky fAndroids for a few minutes.
post #31 of 78
Quote:
Originally Posted by jragosta View Post

Am I really the only one here capable of critical thinking?
While I believe that they observed 98%, but no one is asking, "98% OF WHAT?"
The company makes ads and appears to be tracking ad impressions. There is absolutely no indication that their sample is representative of the Internet using population as a whole and the results are therefore largely meaningless. Their customers might tend to be people who dislike Google ads for some reason and might therefore tend to be developers of apps that only run on iOS.
That said, it's hard to underestimate Apple's impact on the industry. I just came across a graphic that gives a great example of how Apple is changing the industry:
(Hint: ask yourself who's missing)

Except that we see the same story in report after report after report. Is no one creating ads for Google Android? If so, what does that say about the Google Android platform?

Quote:
Originally Posted by Tallest Skil View Post

Hey, I remember that image. Come a long way since 2008. He's missing on both platforms now. lol.gif

In all fairness, only approximately 1.5% of all Android-based devices have upgraded to adopted Android 4.1 Jelly Bean (without Adobe Flash support). Interestingly, while Android 4.1 Jelly Bean has reached only approximately 1.5% adoption in three months, Apple iOS 6.0 reached approximately 25% adoption in three days.

Good to see Google Android finally catching up to features Apple iOS has had for five years and in another five years all users might have actually adopted the feature.
post #32 of 78
Quote:
Originally Posted by herbapou View Post

So the average Joe android user told himself, hey lets go change settings so sites dont know what devices we are using? Really?

It's really absurd for anyone to assume a lot of Android users are changing their user agent strings. Desktop users can do that too, but most don't. I don't see enough reason to do that except for odd corner cases. I did it once, but the novelty and motivation wore off in a couple seconds.
post #33 of 78
Originally Posted by AppleInsider View Post
Onswipe Study

 

I'm looking at this chart, and I don't think it's accurate.

 

So here it is again, but this time the bars are correct. This is the size the chart has to be for the bar for the Asus tablet to have one pixel of height.

 

One. Pixel. Of. Height.

 

Click for larger, and then right-click and open the image in a new tab for full size. Why can't Huddler just let us put full size images inline?!

 

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Originally posted by Relic

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post #34 of 78
Quote:
Originally Posted by jungmark View Post

Well onswipe doesn't make stand alone apps and optimizes webpages for touch. There were 1200 different sites in the study.

That doesn't change anything. If the sample is biased, it doesn't matter how many sites they check. As I said, there's no way of knowing if it's representative or not.
Quote:
Originally Posted by MacBook Pro View Post

Except that we see the same story in report after report after report. Is no one creating ads for Google Android? If so, what does that say about the Google Android platform?

'Report after report' could also be biased to some extent. Furthermore, the other reports put Android at close to 10 times the numbers reported here (or more). That's too big a number to be random and further suggests that the data is biased in some way.
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post #35 of 78
Quote:
Originally Posted by Apple ][ View Post

 

You don't have to be wealthy to own Apple products. Apple's products have become so common place and you see all sorts of people using them now.

 

I also don't believe that anybody has the right to not be offended. It's not that Apple users are wealthy, I see it more as Android users being cheap and this in turn reflects upon and affects their whole eco-system.

actually only rich people can afford to buy gadgets that don't get used. ;-)

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post #36 of 78

In the future some of it could be attributed to

https://adblockplus.org/en/android-about

 

I certainly would install it on an Android device, just to lessen my mobile data usage and to prevent tracking (which Onswipe seems to use to get those numbers) like Adblock does for me in Firefox on my desktop.


Edited by Ateny - 9/27/12 at 9:24pm
post #37 of 78
I`m simply not buying this study.

Android has at least 66% of smartphone marketshare.

No way it`s only 22% of mobile web traffic.

I`m also not buying the stats above on the Nexus 7 as it`s the most popular usable Android tablet on the market to be holding down .06% of web hits.

And before the token cries of "Fanboy bias" begin I`m posting this on a Mac and use an iPhone.
post #38 of 78

If you want to get analytical about it consider the following:

Android users are likely to fit into one of four categories:

Tech heads who want to be able to customise things

Fanboys/apple haters (a large portion of these  of these may also be in the above category) 

People who genuinely prefer the Android experience who are not in categories 1 or 2 

People who just want a kindle to read books

People who are largely motivated by price for whom the android experience is the best smartphone experience they can afford.

 

A fair few of the first category may have blocked the ad analytics (including those who overlap with the second category)

Of the last category most of these people will probably not only try and skimp on upfront costs but will probably also live with lower download limits and lower online spend. These people because they don't have so much money have to make lots of compromises. As a result these people will not do anywhere near as much web browsing as those who can afford to do so. It is clear that a large proportion of android users fit this group

 

As a result web browsing statistics and online purchase conversion rates will be lower for this last group. 

 

When you look at it it is not surprising that apple dominates those who can afford to buy the best devices, browse the most and buy more!

post #39 of 78
Originally Posted by kingsmuse View Post
I`m simply not buying this study.
Android has at least 66% of smartphone marketshare.
No way it`s only 22% of mobile web traffic.

 

When the iPad has this much of the tablet marketshare (as shown by other studies), it's not at all unreasonable to think that the iPhone commands a similar share of smartphones.

 

And before the token cries of "Fanboy bias" begin I`m posting this on a Mac and use an iPhone.
 

We'd take you far more seriously if you just don't say that at all.

Originally posted by Relic

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post #40 of 78
More time per page ... Not necessarily a good thing.
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