Amazon's Kindle Fire Captures More Than Half of Android Tablet Market
The Kindle Fire, introduced to the market in November 2011, has seen rapid adoption among buyers of tablets. Within the Android tablet market, Kindle Fire has almost doubled its share in the past two months from 29.4 percent share in December 2011 to 54.4 percent share in February 2012, according to comScore analysis.
Samsung's Galaxy Tab family followed with a market share of 15.4 percent in February, followed by the Motorola Xoom with 7.0 percent share. The Asus Transformer and Toshiba AT100 rounded out the top five with 6.3 percent and 5.7 percent market share, respectively.
U.S. Market Share of Android Tablets by Unique Devices
Dec-2011, Jan-2012, Feb-2012
|% Share of Android Tablets|
|Amazon Kindle Fire||29.4%||41.8%||54.4%|
|Samsung Galaxy Tab Family||23.8%||19.1%||15.4%|
|Lenovo IdeaPad Tablet K1||0.7%||0.9%||1.2%|
|Sony Tablet S||0.9%||0.8%||0.7%|
Larger Screen Tablets See Higher Level of Content Consumption
Tablet adoption among U.S. consumers continues to climb as more devices appealing to various price and feature preferences are introduced to the market. Screen size is perhaps the most outwardly apparent differentiator between devices, with the market offering consumers a wide variety of options such as the 10″ Apple iPad, 9″ Sony S1, 7″ Amazon Kindle Fire and 5″ Dell Streak. Analysis of page view consumption by screen size found a strong positive association between screen size and content consumption. Specifically, 10″ tablets have a 39-percent higher consumption rate than 7″ tablets and a 58-percent higher rate than 5″ tablets.
Average Browser Page Views per Tablet
|Tablet Screen Size||Browser Page Views per Tablet|
Although many factors -- such as demographics, content availability, connection speed and ease of portability -- may influence consumption levels, the results of this analysis highlight important questions for the industry as the tablet space develops.
With the emergence of a growing number of smaller-sized tablet devices, advertisers and publishers will need to understand whether these devices limit the opportunity for advertising compared to their larger-screen counterparts, or if they are able to build incremental reach and engagement by presenting different use cases.
Smartphone Carrier Market Share Shows Variation Across Key States
Among the new capabilities introduced in Device Essentials is the ability to segment data into custom geographies to provide more granular insights into local market device usage. comScore analyzed the share of unique smartphone devices among the top four carriers in the most populous U.S. states and found significant variation between markets. Looking exclusively at the top four carriers, AT&T accounted for the largest share of unique smartphones in Texas (46.2 percent), California (42.9 percent) and Illinois (42.1 percent), while Verizon claimed the top spot in New York (43.6 percent) and Florida (36.5 percent). The greatest disparity in carrier share between AT&T and Verizon occurred in Texas, where AT&T's smartphone share was more than double that of Verizon's share.
Sprint PCS ranked as the third largest smartphone carrier in each of the top five markets, with the carrier owning its highest market share in Illinois at 22.8 percent. T-Mobile USA captured its highest market share in Texas, where the carrier accounted for 11.9 percent of smartphone devices.
USA Market Share of Unique Smartphone Devices by Top 5 States
|Share of Unique Smartphone Devices by Market|
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.