Online advertising network Chitika has released a short report detailing the changes in the tablet space after the Christmas holidays, compared to the period directly before it. The report shows a small drop in Apple's dominance in the tablet arena and a very strong growth for Amazon while Microsoft's Surface tablets surprisingly increased in terms of usage. The biggest surprise factor here is how Microsoft tablets are outperforming Google Nexus tablet devices where web usage is concerned.
Chitika found out that the Microsoft Surface tablets increased in usage share within the United States and Canada during the post-Christmas period. With this rise in usage,it can be assumed that Microsoft shipped more Surface 2 tablets than Surface Pro 2 tablets during Christmas since the expensive Pro 2 wouldn't be enough to propel Microsoft to a 0.5 percent increase in usage in these two markets.
This is good news for Microsoft as the company has been struggling to keep up with competitors in the tablet market. The Surface line of devices are designed to help the software giant grow in this space and it seems things are working out, though not at a huge level.
It is not yet sure how many Surface 2 and Surface Pro 2 Microsoft sold throughout the Christmas season, but the company is expected to reveal this information during its fourth quarter earnings report.
"Microsoft's Surface lineup also continued its impressive year end run. Surface users generated more tablet traffic than all Google Nexus tablet users following the holiday, making Microsoft the fourth-largest source of continental tablet Web traffic should it maintain the lion's share of this latest share growth," reports Chitika.
According to the report, Amazon has climbed above everyone to take the top spot in the Android tablet market. The Kindle Fire gained 0.6 percent in terms of usage share, ending the period at 9.4 percent. Chitika calls it a "remarkable run to the top of the Android tablet marketplace."
With the Surface line of products, Microsoft is slowly recovering. However, the company will still need the help of OEMs to push Windows 8.1 forward. Furthermore, Microsoft needs to convince partners to release tablets similar to the Surface 2.