Report: Holiday tablet traffic leaps 229%

Tablet network traffic jumped 229 percent the day after Christmas, according to a new report from mobile advertising firm Jumptap. The firm's "MobileStat" report for January found another spike in traffic on Jan. 2, with an increase of 263 percent compared to the average, which Jumptap attributed to users uploading holiday photos and familiarizing themselves with new devices.

Click here to view charts from the study.

"Mobile is quickly becoming the primary access point of the Internet. Advertisers have seen this movie before with PC based digital advertising and are allocating mobile budgets that are larger and larger," said Paran Johar, chief marketing officer for Jumptap. "The surge in tablet adoption rates and rise in mobile subscribers support the expectations that mobile will eventually outpace online." 

Amazon's Kindle Fire experienced the greatest change in market share. It held 10 percent of the tablet market in the beginning of December and closed the year with a 30 percent share.

Google's (NASDAQ:GOOG) Android market share grew 21 percentage points from the year-ago quarter, and Apple's (NASDAQ:AAPL) iOS dropped 7 percentage points over the same period.

Devices running iOS tripled in overall traffic on the Jumptap network, though, while Android-enabled devices more than quadrupled their traffic. This highspeed growth suggests that developers will need to cater to both OSs to succeed.

Jumptap's report also found that newer iterations of iOS saw higher click-through rates than Android. Apple's iOS 5 had a CTR of .91 percent, while the latest version of Android had a CTR of .59 percent.

For more:
- see this release
- download the full report

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