in Data & Insights

After initial burst, iPad growth slowing?

Shortly after its launch, we identified that Apple’s iPad had quickly gained a noteworthy share of mobile web consumption.  Today we update the analysis, considering the iPad’s share of all web consumption in North America and the results indicate that after an initial burst, growth has slowed significantly.

Apple iPad Share of Web Consumption North America Importantly, this analysis does not include the use of applications that may be used to access web content, but as a proxy for usage, the number of web pages consumed on iPads as a percentage of all pageviews consumed is revealing. While there is a marked difference in weekday vs. weekend usage, the real story is that growth appears to have slowed. This may be due to fewer new devices being sold, or a reduction in the amount of web browsing conducted per device, or some combination of the two.