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Ad network data shows Kindle Fire usage slowing down

by Phil Hornshaw

Despite an initial influx of users and data that suggested that Amazon’s Kindle Fire had exploded onto the Android tablet scene, new data from ad network JumpTap suggests Kindle Fire usage is leveling off and iPad usage is increasing back to pre-Fire levels.

According to a story from TechCrunch, JumpTap has found that after an initial surge following the 2011 holiday season, the rates of ad impressions generated by Kindle Fire tablets has dropped. Back in January, the Kindle Fire was responsible for 33 percent of all ad impressions across JumpTap’s network, which covers Android tablets as well as Apple’s iPad. Since then, however, the number of Kindle Fire impressions has gradually declined to 22 percent.

Meanwhile, the iPad has popped back up to 65 percent of JumpTap’s impressions, the rate at which it had settled before the Kindle Fire came onto the scene (in January, the iPad’s impressions dropped as low as 48 percent). So while Amazon’s low-priced 7-inch tablet cut into Apple’s ad share for a while, the juggernaut device has rebounded.

According to recent results from comScore, the Kindle Fire makes up 54 percent of the Android tablet market in the U.S. That may well be the case, but the Android tablet market is different from the total tablet market. While the Kindle Fire is performing well against its Android adversaries, JumpTap’s info suggests that Amazon’s tab’s popularity didn’t weather the release of the third-generation iPad so well.

It’s also just as likely that the novelty of a new device has petered out, as it always does. Apple’s devices also suffer ups and downs in their lifetimes, especially when a new device starts to peek over the horizon. The Kindle Fire was popular during the holiday season, and in the spring, the new iPad was a big deal. It’s just how it goes in the tablet market.

JumpTap also noted that while Kindle Fire usage as compared to the total tablet market has declined, usage of the tablet is actually up, because total tablet usage is up. So while as a portion of the whole, fewer people are using Kindle Fires or are using them less often, there are still more people using Kindle Fires, and tablets in general, than there were in January. And the ever-increasing tablet market is good for everyone, regardless of the device they choose.

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