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iPad still dominates tablet traffic, but Nook surges past Kindle Fire

Apple's tablet experiences decline in market share, while the battle of e-readers gets a new leader.

The Barnes & Noble Nook and Amazon's Kindle Fire, side by side.

While the iPad continues to dominate tablet traffic, there is a new leader in the e-reader battle between Barnes & Noble's Nook and Amazon's Kindle Fire.

Apple's tablet accounted for 91 percent of the hundreds of millions of Web traffic impressions sampled by the Chitika Ad network during the week of June 4 -10, a decline of 3.5 percent from 94.6 percent in May. Coming in at a very distant second place was Samsung's Galaxy Tab, which captured only 1.7 percent of tablet Web traffic, followed by Acer Iconia, Toshiba Thrive, and Asus Transformer Pad.

Aside from the traffic drop experienced by the iPad, the most notable finding was that the Nook had overtaken the Kindle Fire in Web traffic impressions. Compared with an earlier study of tablet traffic, the Kindle Fire maintained its 0.71 percent market share, while the Nook surged past the Kindle Fire with a 0.85 percent market share.

"In the time since that study, Barnes & Noble has launched a new advertising campaign, and their newest device sold out within weeks," Chitika pointed out. "While that device is a simple e-reader without Web browsing capabilities, the increase in Nook use may be attributed to brand familiarity through these advertisements."

The study predicted that as more tablets enter the market, the iPad's share will eventually decline to a level comparable to its overall mobile device market share. The study also expects the introduction of Windows 8 tablets in the fourth quarter to shake things up.

"Without a doubt, the tablet market has become a real and significant source of Web traffic, and developers must be sure their sites are formatted across all operating systems," Chitika said. "Outside of Web traffic, applications running on tablets present a huge opportunity for advertisers to reach their desired market."

Runners-up in race to be Web tablet traffic king. Chitika