December Smart Device Shares Show a Very Tablet Christmas

Kindle Fires, Galaxy Notes and Nook Tablets were among the big device share gainers in December, 2012, suggesting that Android tablets were the big mobile holiday gift this year. All three devices saw massive increases in the number of unique devices seen across apps running Localytics, and of the top 20 Android devices, eight are tablets or crossovers.

Android Top 20 by Users Dec 2012

The Kindle Fire HD 7” had a particularly impressive month - apps running Localytics as their analytics platform saw 322% more of Amazon’s latest tablet in December compared with November. Other big growth devices were the Galaxy Note II (80% increase in unique devices), the Galaxy Tab 2 10.1” (78%), the Galaxy Tab 2 7” (72%) and the Google-branded Nexus 7 (70%).

Meanwhile among top-20 Android devices, handsets in general saw comparatively modest growth or, in the case of the Motorola DROIDX, actually declined in total users.

Android Top 20 Growth Dec 2012

The HTC Thunderbolt, Samsung Galaxy, Samsung Charge, Samsung Galaxy Prevail, HTC Evo 4G and Samsung Galaxy S Plus all fell out of the top 20 in December.

Among iOS devices, the two newest iPads, unsurprisingly, picked up a chunk of the market. In November, the iPad Mini and the 4th-generation iPad each accounted for 2% of the iPad market. In December, both sport more impressive device shares, although the 4th-generation version of Apple’s full-size tablet is growing at a greater pace than their new 7” tablet. The 4th-generation has picked up 6% of the iPad market, pushing it to 8%, while the iPad Mini has picked up 4% for a total of 6%.

iPad Device Share Dec 2012

Considering that the two latest iPads were released together, it is interesting to watch their respective growth to gauge the iOS-using public’s appetite for 7” vs. 9.7” tablets. So far it appears that Apple’s original strategy of focusing on the larger tablet was well-founded, although the iPad Mini’s growth may change in the coming months. We at Localytics will continue to monitor the devices’ growth.

In the realm of Apple’s iPhones, the newest handset - the iPhone 5 - continued to increase its share of the iPhone market, jumping 5% to grab a full 18% of all iPhones in use. The 3GS continues to hold a respectable amount of the market, despite no longer being available in stores, and the 4S remains the top iPhone in circulation with 40% of the device share.

iPhone Device Share Dec 2012



Localytics provides analytics and marketing tools for mobile app developers and marketers. Data for this study reflects all devices worldwide seen by apps with Localytics integrations, and covers the full month of December, 2012.

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