Millennial: tablet use skyrockets, led by iPad mini and Kindle Fire

By , Feb 22, 2013

tablet-mix

Millennial Media becomes the latest to release research showing 2012 was a year of rising adoption of tablets and smartphones. Apple continues to lead the charge in tablets – particularly the iPad mini – while Samsung has become the popular face for the family of Android alternatives.

Apple held on to its tablet lead with 58 percent of the market. About a half-dozen Amazon tablets helped Google’s mobile operating system capture 41 percent of tablets, with Samsung the most significant player…

As the chart illustrates, Samsung has nearly half of the Android pie slice, with Amazon’s Kindle Fire garnering 26 percent. Motorola’s 6 percent, followed by 5 percent each for Acer and Asus rounds out the top five tablet firms.

According to the report (PDF version available here), Apple has the iPad mini to thanks for holding onto its tablet lead. Ad impressions for the device grew on average by 28 percent each day, just weeks after launching. That speed tops the 19 percent daily average experienced by Amazon when the Kindle Fire began sales in 2011.

device-mix-chart

In handsets, we see  smartphone growth reach 75 percent, up from 68 percent in 2011. By contrast, the share held by feature phones slipped dramatically, falling to 5 percent from 17 percent in 2011.

We’ve noted before that while Android has the numerical edge, Apple’s iPhone continues to land at the top of the list. The mobile ad network firm confirms this. While Android smartphones were among many of the 20 top handsets during 2012, the Apple iPhone “generat[ed] an outsize helping of traffic share from just a few core devices,” as TechCrunch put it Friday.

Indeed, Apple was able to retain the top spot in 2012, increasing its share to 15.59 percent, up from 14.67 percent in 2011. In terms of overall mobile share, Apple grew even more, reaching 31.2 percent, up from 26.35 percent, according to Fortune’s take on the Millennial numbers.

all_device-mix-chart

The take-away: We are seeing the last breath from feature phones, as the relic of a bygone mobile age gives way to smartphones. Combine this with the shrinking demand for laptops and we are quickly headed for the bifurcation of mobility: tablets and smartphones.

The future is already in sight as some urge tablet makers to adopt phone functionality in so-called phablets. There has been some indication that Apple could follow this trend with a 2014 release of a nearly five-inch iPhone.

It appears users are warming up to the idea of an iPhablet, with more than half the respondents in our non-scientific poll voting they would buy one.

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  • FlamingOzone

    Meep

  • CollegiateLad

    Yes, we know, Apple and Samsung lead the way… We get told this on a daily basis.

    It’s time for some news we can use.

    • Guest

      Link Bait

    • http://www.facebook.com/joe.jonsen Joe Jonsen

      this site is in desperate need of a news researcher..lol

      • CollegiateLad

        It’s just sad.

    • Lordthree

      Looks like these are bullshit numbers to me… All the other analysts say amazon is beating sammy at tablet sales…

      • CollegiateLad

        The funny thing is Apple is the only company that divulges numbers… The analyst are just making up the rest.

        Browsing analytics say Apple’s share is even higher. Revenue corroborates this too.

  • http://twitter.com/reallyandy Andy

    Breaking news: The sky is blue

  • http://www.facebook.com/joe.jonsen Joe Jonsen

    yes cause poor folks women and kids find those tablets more accessible so yes there is an increase.. The ipad 4 is a true monster as far as tablets go… i dont know what the ipad 5 could do better besides lighter longer battery…llol i will wiat for the 5 ipad6

    • Ahmadjoon

      iPad 4 has an A6X dual core cpu which isnt bad but it isnt good enough for Apple.
      the news say iPhone 5s will have an A7 quad core cpu which can give you a real iOS.
      but why?
      A6 is enough for iOS 6
      A5 was enough for iOS 5
      we can understand iOS 7 will be a real monster with hundreds of features which needs a real monster cpu!
      anyways ive already sold my iPad 3 and iPhone 4(disaster)because i think i didnt need any of them and my laptop(dell vostro 1015 with intel core 2 duo cpu and 2 GB of ram)can do anything they can do and also more!
      i want to buy the new macbook air retina if the god wants!

      sorry for bad english im from iran

  • http://twitter.com/lgasparjnr laszlo gaspar

    Give it a few more years and i think laptops will have had their day. Tablets are the way forward and i think that they will soon replace the family computer.

    • SirPsycho

      You will have to pry my Windows desktop from my cold dead hands.

  • http://www.facebook.com/devante.tablet.1 Devante Tablet

    Android is best operating system for tablet device.

    • http://twitter.com/Konahamarue ElementalXTC

      that is highly debatable… if all androids had multi-window like Sammy’s Note line, then maybe. But at this point, with their lack of apps, android tablets are still second rate. Windows (I hate to say it) is the best OS for tablets… too bad they have such horrible battery life.