WESTBOROUGH, Mass.--(BUSINESS WIRE)--On April 23rd, 2013, statistics from Chitika Insights, the independent research arm of the Chitika Online Advertising Network, were cited on Apple’s Q2 2013 earnings call by Apple senior vice president and chief financial officer Peter Oppenheimer. In referencing Chitika Insights’ March Tablet Update study, part of Chitika Insights’ ongoing OpenReports program, Mr. Oppenheimer said:
"...the most important measure of the success of our ecosystem is how engaged our customers are with our products and services. In its most recently published update, Chitika found that iPad accounted for 82 percent of all North American tablet-led traffic in March."
This sentiment echoes how usage-based statistics are playing an increasingly important role in understanding the mobile marketplace, as compared to sales or shipment numbers alone. This shift is mainly due to the growth of secondary markets within the mobile ecosystem, such as mobile applications and mobile commerce.
As Mr. Oppenheimer alluded to within his comments during the earnings call, high rates of Web usage for users of a particular device denotes higher levels of customer satisfaction and overall loyalty. In the perspective of Apple’s earnings, the more time customers are spending using a device, the more likely they are to spend money within that device’s platform buying an application, consuming video or other media content, etc.
Read the full report, along with other related studies, at the links below:
- March Tablet Update
- 6-Month Comparison: iPad and Samsung Galaxy Tablet Usage Rates
- Hour-by-Hour Examination: Smartphone, Tablet, and Desktop Usage Rates
For more information about Chitika Insights’ OpenReports program visit: info.chitika.com/openreports
Chitika Insights is one of the most trusted sources of information regarding Web browsing trends, utilizing a sample of more than 250,000 North American websites, and adhering to a rigorous methodology managed by a team of trained statisticians. The company’s studies have been cited by countless national media sources, including the New York Times, Fortune, and USA Today.
Chitika is an online ad network that caters over four billion strategically targeted ads each month to a network of over 250,000 sites, making it the second largest network of its kind. Chitika ads are known across the industry for their ability to perform unlike any other, leveraging proprietary targeting and optimization technology - a delicate blend of “Art + Science”- to ensure delivery of intent driven ads to the right user, at the right time and in the right place. Chitika’s advertising partners include; Yahoo!, Superpages, yellowbook, ServiceMagic and Shopzilla, and are leveraged by publishers in the network to drive audience engagement and boost revenue. For more information visit: www.chitika.com.