Apple 2.0

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Chart of the day: Apple's iPad climbs back to an 81% share

February 6, 2013: 8:29 AM ET

According to Chitika, the iPad has recovered somewhat from its post-Christmas dip

Screen Shot 2013-02-06 at 7.50.22 AM

Click to enlarge. Source: Chitika Insights

Source: Chitika Insights White Paper 2/4/13. Click for pdf

Source: Chitika Insights White Paper 2/4/13. Click for pdf

FORTUNE -- There was some consternation among Apple (AAPL) investors in early January when the Chitika Ad Network -- which sells data about the online activities of hundreds of millions of users to its advertising clients -- published a version of the chart at right. It showed the iPad's share of North American tablet Web traffic dropping 7.14% in the days after Christmas as people who were gifted Amazon (AMZN) Kindle Fires and Samsung Galaxy Tablets plugged their new toys into the Internet.

Were the iPad's holiday sales overwhelmed by competitors running Google's (GOOG) Android?

The chart above, released Tuesday, puts Chitika's dip into better perspective and suggests that the iPad's Web traffic share has, to some extent, bounced back from its post-Christmas lows. Not all the way to the 86% it enjoyed before the holidays, but better than the 78.86% Chitika measured between Dec. 25 and Dec. 27.

For fans of the Holt-Winters method for time-series forecasting, Chitika has published a white paper validating its post-Christmas findings. SeeĀ Analyzing Tablet Usage Share During the December 2012 Holiday Season.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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