Revealed: New Data About the Tablet Race
Based on data collected by analytics firm Chitika, Amazon’s (NASDAQ:AMZN) new Kindle Fire HD may be off to a good start.
Between September 14 and September 18, the firm tracked hundreds of millions of advertising impressions generated by the tablet. Chitika said in its published report that the study was arranged “to determine how the Kindle Fire HD was performing relative the Kindle Fire and the Nexus 7.”
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Data showed that five days after its debut, the Kindle Fire HD accounted for 11 percent of all Kindle Fire impressions in the U.S. and Canada, indicating that the new model is being adopted at a fairly high rate.
However, when Chitika compared the shares of overall Web traffic, the Fire HD held 3.5 percent, while the original Kindle Fire held 27.9 percent and Google’s (NASDAQ:GOOG) Nexus 7 held 68.5 percent.
When the Nexus 7 was released in mid-July, Chitika conducted a similar study into the tablet’s usage. Taking a sample of hundreds of millions of impressions from July 16 through 22, the analytics firm discovered Google’s tablet accounted for 0.3 impressions for every 100 Apple (NASDAQ:AAPL) iPad impressions. Samsung’s (SSNLF.PK) Galaxy Tablet, Barnes & Noble’s (NYSE:BKS) Nook, and the original Kindle Fire posted better results, with the Galaxy accounting for 2.69 impressions.
At the time, Chitika gave this pronouncement, “while it trails behind more popular Android tablets such as the Kindle Fire or the Samsung Galaxy Tablet – the tablet’s usage rates could match these more entrenched players once Google catches up with demand.”
While the tablets’ specifications are similar, both the 7-inch Kindle and the 7-inch Nexus carry a $199 price tag, the Kindle Fire HD has exhibited a slightly lower adoption rate than the Nexus did two months ago. “If if it hopes to match Google’s flagship tablet,” said the report, “its growth rate will need to remain strong.”